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An Empirical Study on the Development of Measuring Scales of
Tourism Performing Arts Quality
LIU Haoqiang
（Management School， Henan University of Technology， Zhengzhou 450001， China）
Abstract：With the rapid development of domestic tourism， tourism performing arts， as affiliate tourism product， are gradually becoming primary attractions of tourist destinations. From service marketing perspective， the quality of tourism performing arts has the significant influence not only on tourist destination images， but also on tourists’ attitudes and behaviors. Based the perspective of on tourist perceptions， this paper takes tourism performing arts as the object， develops a set of quality measuring scale， and makes an empirical study. The result indicates that the quality of tourism performing arts includes 7 dimensions， and 31 measurement items， it also proves the high reliability and validity of the scale that is available to assess and measure tourists’ perception of the quality of tourism performing arts.
Key words：Tourism performing arts； Perceived quality； Measuring scale
