The Research Of Recreational Fisheries Service Quality Based On QFD Theory And Kano Model

The development of social economy prompted that significant changes have taken place in national tourism consumption concept.ln the past years, the traditional concept of cursory and crowded tourism consumption was popular.Today, the concept has gone from us, leisure travel in a small group gradually rise. February 2013, the State Council promulgated the "Outline of National tourism and leisure (2013-2020)", the promulgation of this outline means leisure travel has got a great deal of attention from the national level, has far-reaching significance for the arrival of the era of China leisure travel. As a new form of tourism.recreational fishery integrate catering, entertainment, leisure, tourism and fishery, the essence of which the first industry chain extends to the third industry,is the fusion of them. The production of recreational fishery not only enrich the content of tourism, but also consistent with people’s life philosophy that pursuit freedom, eager to return to the natural. With the development of recreational fishery in China,the study of on it from domestic scholars began to increase, most scholars think of recreational fishery as a combination of fishery and tourism industry, based on the perspective of macro industry, researching it using Management, Economics and other disciplines tools. The main content of the study include scientific management,development situation analysis,development pattern, the selection of path and development strategies of recreational fishery,etc. This article study its service quality from the perspective of tourists,rather than from the perspective of industrial economics. This article reviews the previous theoretical studies on recreational fisheries, introducing service quality, Kano model, quality function deployment QFD and other related theories, which organically integrates Kano model and quality function deployment QFD to apply to the evaluation service quality of Qingdao Red Island recreational fishery,and propose countermeasures. The main content of this article includes the following sections.Chapter One:Introduction, this section mainly includes the research background, research purpose, theory and practice meaning,reviewing domestic and foreign scholars about the recreational research theory, introducing the research methods and technical route of this article.Chapter two:Relevant theoretical basis, this section comb the concept of the previous studies on recreational fishery, and put forward author’s views.describing content, features, research methods of service quality, the focus of the theoretical basis of this article--quality function deployment QFD and Kano model is introduced. Chapter three:Research Methods.this section integrates Kano model and quality function deployment QFD organically.introducing the method for determining of tourists demand factors,importance and satisfaction evaluation of tourists demand factors, the classification of tourists demand factors and the calculation of improving satisfaction index based on the Kano model.the determination of the important degree of regulation based on the Kano model,market competition evaluation and the establishment of the relation matrix, the calculation of degree adjusted importance of tourists demand factors.Chapter four:The empirical analysis. The author takes Qingdao Red Island recreational fishing village for example,researching importance and satisfaction of tourists elements and surveying Kano questionnaire, calculating the relation matrix, the index of improving satisfaction tourists demand factors and the degree of adjusted importance. Finally,the author builds up red Island recreational fisheries service quality house based on the theory of the Kano model and QFD proposing five service improvement measures,namely fishing village image construction, staff training of fishing village, infrastructure support of fishing village, environmental protection and security fishing villages,and cultivating local cultural characteristics of fishing villages.Chapter five:Conclusion and prospect,the author point out several inadequacies in this article and will work hard to correct them in future studies based on conclusion proposed in the first four parts.