Study On Geopark Tourism Interpretation Service Quality Evaluation From Tourist Angle Of View

GeoPark is the specific areas of geological heritage tourism resources, which be of mainly in geological heritage with special scientific significance, rarity, aesthetic beauty, and combines with other natural landscape, it provides a place of high-tech tourism, vocational leisure, health care, education and sciences, culture and entertainment for people, at the same time, it is the main protected areas of geological features, ecological environment, and the base of geology research and popularize. Geopark plan is proposed by UNESCO in2,1999, with10years development, Geopark has been a new type of tourism destination.Geopark has both geology and park property, Geopark set three major purposes and objectives since the birth of itself:first, protect the geological heritage and natural environment; second, promote popularization-education on earth science and research; third, with the development of tourism, promoting the local economy. These three purposes and objectives can’t be achieved without tourism interpretation, Geopark tourism interpretation service not only has the responsibility to facilitate tourists’activities to help visitors get prefect travel experience, so that visitors can feel recreational sense to make sure Geopark’s park property can be played, but also bears the important mission of popularize Earth’s scientific knowledge and protect geological heritage and natural environment to tourists to make sure Geopark’s geology property can be realized.Thus, tourism interpretation plays an important role in the emerging tourism destination-Geopark, so Geopark calls high-quality tourism interpretation service, but what is high-quality tourism interpretation service, what should it provide in practice, and how to evaluate, enhance and administrate it, all of the above should have a scientific and rational evaluative method and criteria. But the research on Geopark tourism interpretation has just begun in China, and most of the researches are concentrated in interpretation system’s plan, the research of interpretation quality has not been involved.In view of these, the paper, from tourists’point of view, has built a Geopark tourism interpretation service quality evaluation model by introducing service quality evaluation technology which is used mature in foreign country into Geopark tourism interpretation, taking service quality evaluation model (SERVQUAL model scale) as reference, and combining the characteristics and connotation of Geopark tourism interpretation service quality. So we can use the model to evaluate Geopark tourism interpretation service quality and improve interpretation service quality.The paper discusses the following content:first, the paper arranges the researches about service quality and tourism interpretation both home and abroad, and analyzes the theoretical and the concept on Geopark with the literature analysis method; then, the paper builds a preliminary Geopark tourism interpretation service evaluation model based on analyzing the meaning of Goepark tourism interpretation service quality, extensive literature study and recommendations of experts and scholars; and then, the paper takes Yuntai Mountain World Geopark as an example for empirical study, by using factor analysis, correlation analysis, regression analysis and other research methods to certify the scientific and practical attribute of the model; at last, the paper takes Yuntai Mountain World Geopark as an example, uses the final model combined with IPA analysis method in practice, from the results of analysis, the paper puts forward specific recommendations to improve Geopark tourism interpretation service quality.By focus on all of the above, the main conclusions are summarized as follows:First, it has constructed the evaluation model of Geopark tourism interpretation service quality from tourist angle of viewThe model consists of7dimensions and45specific evaluation indexes, the7dimensions are "Characteristic","Tangible","Reliability","Assurance","Responsiveness","Empathy", and "Effective", the cumulative variance contribution rate of these seven factors are76.560%, these seven factors and Geopark tourism interpretation service quality are positively correlated at0.01significance level, the model is scientific and credible.Second, it has ordered the importance of the evaluation dimensionsBy regression analysis, the influence degree of seven factors explains the overall Geopark tourism interpretation service quality successive are:"Characteristic","Tangible","Responsiveness","Effective","Reliability","Empathy", and "Assurance", Geopark can according to the importance of these seven factors to determine the order of improving the interpretation service quality.Third, it has evaluated the tourism interpretation service quality of Yuntai Mountain World GeoparkBased on the Geopark tourism interpretation service quality model, the paper evaluated the interpretation service quality of Yuntai Mountain World Geopark, the results show that from tourists’point of view, the interpretation service quality between expectation and perception are significant differences, perception is less than expectation, the interpretation service quality of Yuntai Mountain World Geopark need to be improved. Then, the paper uses IPA to explore the differences and points out indicators which need to be improved urgently. The specific measures to improve its interpretation service quality are:to improve the indicators of "Characteristic" focused, to improve the Geopark guide scene coping ability, and to enhance the meaning of why established Geopark to tourists through various media.The main innovations of the thesis are as follows:The paper applies the service quality theory and evaluation techniques into the study on the Geopark interpretation service quality, constructs the evaluation model of Geopark tourism interpretation service quality, and validates the model is scientific and practical.