Research On Evaluation Of Service Quality In Tourism About Urban Comprehensive Parks In Changsha

Urban Parks are large-scale urban public lawns which can offer urban residentsand tourists with comprehensive servicing products, supply complete leisure andentertainment facilities, and constructed by government or community organizations.They possess diversified functions such as amusement, ecology, culture, education,disaster prevention, and so on, and have important meaning to the development of citytourism and the ascension of city image.Urban comprehensive parks are large-scale lawns with abundant contents andcorresponding equipments, suitable for all kinds of outdoor activities, and belong to aclass of urban parks. Urban comprehensive parks are important to ecological balance,entertainment, and cultural education of the city, so the quality evaluation of theirtourism services contributes to improve service levels, reform management system,satisfy tourist demand, and improve the city image.This paper establishes an evaluation index system about the service quality intourism of urban comprehensive parks. The system is composed of five criterionlayers, which are management, infrastructure, service, project, and atmosphere, eachdimension is further divided into five measures, so the general goal includetwenty-five measures. The empirical researches are promoted in three representativeurban comprehensive parks in Changsha. Data analysis is based on analytic hierarchyprocess and fuzzy comprehensive evaluation method.The study shows that the overall quality evaluation score of tourism servicesabout urban comprehensive parks in Changsha is67.2142, belonging to the scope ofsatisfaction. Three dimensions also gain the estimate of satisfaction, that aremanagement, infrastructure, and atmosphere. The service quality evaluation result ofanother two dimensions is general. Based on the results of data analysis, the articleoffer five proposals to enhance the service quality of urban comprehensive parks inChangsha, which are enriching tourism projects, improving service quality, reformingmanagement system, improving atmosphere, and perfecting infrastructure.