Research On Strategy For Improving Service Quality Of Shiwandashan National Forest Park

Shiwandashan National Forest Park (SNFP), which is endowed with remarkable natural resources and natural landscape and has the advantage of location, is a traditional forest tourism scenic area in Guangxi. With the rapid development of forest tourism in Guangxi, a growing number of state-owned forest farm decide to develop forest tourism business, the challenge for traditional main body of forests tourism market in Guangxi also will increase. Many domestic scenic spots view service quality as the gripper on improving overall satisfaction of tourists. As an ecological tourist scenic spot, on the meanwhile, forest park has its natural vulnerability, and the one-sided pursuit of service quality improvement may be counter-productive, therefore service quality improvement is a tough problem for forest park managementService quality improvement is based on the fact that service organization knows well the status of service quality. The research of service quality evaluation is launched by western scholars since the1980s, and has made many achievements, including service quality gap theory. Besides, some of these results have also been applied to empirical study of forest tourism.This research is based on tourists’ perception, and the service quality of SNFP is selected as the research object. The study works out service quality scale of SNFP based on ECOSERV, using SPSS19.0to analyze survey data samples of tourists collected in SNFP, and acquires six dimensions of service quality of SNFP through data analysis methods such as factor analysis, reliability analysis. The six dimensions are tangibles, ecology, assurance, empathy, reliability and responsiveness. Research also found that service quality of SNFP exist an all-round and significant gap with tourists’demands. Because tangibles and assurance exist the largest gap with tourists’demands, the two dimensions are viewed as the priority of service quality improvement of SNFP in this dissertation. After that, the thesis analyzes the reasons for the service quality gap of SNFP according to the service quality gap model and points out that unreasonable organization structure, lack of forest park culture uniqueness and imperfect training system are the main reasons for service quality gap of SNFP. Finally, the research suggests that the organization reform of forest park, strengthening the construction of forest park culture and perfect training system should be top priority of service quality improvement of SNFP.