Service Quality Analysis of Digital Creative Cultural Tourism Industry Based on PZB Model: A Case Study of Langya Ancient City in Linyi

Amidst rapid digital technological advancements and strong policy support, the digital creative cultural tourism industry has emerged as a strategic emerging sector. This study employs the PZB model and SERVQUAL scale to investigate service quality perceptions at Langya Ancient City. Through questionnaire surveys measuring consumers' expectations (ES) and perceived performance (PS) across five dimensions — tangibility, reliability, responsiveness, assurance, and empathy — paired-sample t-test analysis revealed service gaps in all dimensions. Results demonstrated statistically significant ES-PS discrepancies at the 5% level across all dimensions except assurance, though the magnitude of satisfaction gaps showed limited variation. Building on these analytical outcomes, the study proposes targeted digital marketing strategies addressing critical service quality deficiencies to enhance industry development.