Ecotourism-campus Service Quality Evaluation In Jilin Province Based On Important Performance Analysis

In recent years ecotourism industry develops rapidly, but in the development process a lot of problems, such as ecological campus service infrastructure, poor sanitation and lack of various quality of service issues. For the current ecotourism campus service quality evaluation is relatively uncommon, therefore, this paper aimed at the application of IPA analysis in Jilin Province ecotourism campus service quality evaluation, in order to further enhance the service level of campus theory.On the basis of summarizing their experience, based on the IPA model and tourism services six elements of construction for ecotourism in Jilin Province Campus Service quality evaluation model, to extract the effect of ecotourism campus service quality of six kinds of elements:catering, accommodation, transportation, sightseeing, shopping and entertainment, as well as the influence on consumer Campus Service Quality Evaluation of two kinds of elements:elements of service level of importance and practical experience to the degree of satisfaction. This article through the small sample prediction, obtained the formal questionnaire.Based on the collected364questionnaires questionnaire by SPSS17.0were analyzed, including descriptive statistics analysis, reliability and validity analysis and quadrant analysis. Empirical results show that:(1) consumers in Jilin Province ecotourism campus service quality overall evaluation on the low side. Importance score higher than satisfaction scores, indicating the services provided by the campus are still unable to fully meet the consumer’s expectations.(2) Jilin Province ecotourism campus resources configuration is not perfect. As part of the service quality evaluation index of satisfaction scores than the consumer to its importance score, showed that in this kind of index on the campus there is a certain degree of waste of resources.Finally, the empirical results are discussed and analyzed, put forward to promote Jilin Province ecotourism campus overall service quality policies and suggestions:(1) establishment of the dynamic service quality evaluation and early warning system;(2) improve the campus service infrastructure;(3) according to the campus itself characteristic design, improved the campus landscape project;(4) to improve the campus service personnel’s overall quality, in order to facilitate the campus overall service quality promotion. In addition, according to the research deficiency are summarized, the directions for further work are discussed.