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The main purpose of this study is to identify tourists’ perception on the quality of tourism services of an ancient town, Sheqi, in central part of China from demographic perspective. A survey of 1,389 tourists visited an ancient town in center part of China was conducted as the basis for analysis. Descriptive analysis, T test and one-way ANOVA are employed to profile the status quo of tourists’ perceived quality and examine the differences between different groups of tourists with different demographic characteristics regarding gender, ages, monthly income, occupations, and highest levels of education. The results showed that tourists have a high perception and evaluation on the quality of tourism service in Sheqi ancient town, and tourists with different age, monthly income, and education level have different perception on the tourism service significantly. Keywords: Perceived Quality; SERVQUAL Model; Demographics; Sheqi Ancient Town DOI : 10.7176/JTHS/44-04 Publication date :October 31 st 2019

Tourist’s Perception on the Service Quality of Sheqi Ancient Town: A Demographic Perspective