Evaluation Of Recreational Service Quality In Tianjiling National Forest Park

With the rapid growth of urban population and increasing raise of the urbanization rate,forest recreation is becoming an important form of outdoor recreation for the public.Despite the fast growth in the quantity of forest recreation places in the whole country,the service quality in them had not been on the agenda.How to speed up the pace of construction of forest recreation areas and improve forest recreation service quality becomes the most important problem for the sustainable development of forest recreation industry.Under this background,this paper,by combining qualitative with quantitative research method,to clarify composition system of forest recreation service quality in Tianjiling National Forest Park.The service quality evaluation and analysis are carried out by using single performance method and gap analysis method,and the main conclusions are as follows:(1)The components of forest recreation service quality in Tianjiling National Forest Park include six aspects,resource environment,recreation environment,site service,facility service,activity service and education service.totally 19 evaluation indicators.(2)The evaluation results of forest recreation service quality obtained by single performance method and difference analysis method are different.The results of forest recreation service quality evaluation based on single performance analysis method are more satisfied than those based on gap analysis method.(3)In order to improve the satisfaction of tourists to Tianjiling National Forest Park,it is more scientific to evaluate the quality of forest recreation service by using gap analysis.The influence of activity service and recreation environment quality on forest service quality was the biggest,and that of education service was the least.Based on the above conclusions,this paper puts forward the countermeasures as follows.In the theoretical research of forest recreation service quality evaluation,we should pay attention to understand the connotation of forest recreation service quality from the characteristics of forest recreation.Considering the double standards of perception and expectation of tourist forest service quality,the quality management of forest recreation service in Tianjiling National Forest Park should be emphasized on the two dimensions of activity service and recreation environment.In order to maximize the overall satisfaction of tourists.Specific measures include:increasing efforts to improve the current situation of park activities services,such as the development of forest recreation service products with their own characteristics,enhance the degree of participation of tourists in the existing activities,and strengthen the management of the park recreation environment.Such as increasing the punishment to destroy the ecological environment of the park,preventing the original appearance of the park from being destroyed,strengthening the unified planning,strictly managing the construction of the building facilities of the park,and so on.