Quality Evaluation Of Research Tourism Service Of Xinjiang Agricultural Expo Park: Based On Tourist Perception

With the strong support of national policies and the public,the development of research and learning tourism is thriving,and research and learning bases can basically meet the needs of research and learning tourism for education and entertainment.In order to adapt to the constantly changing new environment,enhance the competitive advantage of research and learning bases,and improve the quality of their tourism services has become an inevitable requirement to comply with the development of the times.On the one hand,research tourism starts late and develops rapidly.Hardware facilities cannot keep up with the speed of research development,which can easily affect the quality of research;On the other hand,all parts of the country are actively carrying out research tourism activities,but research tourism services need to be further standardized to promote the high-quality development of research tourism.Therefore,the research on the service quality of research tourism is of great significance.This article is based on the theories of tourist perceived value,tourist satisfaction,SERVQUAL service quality,industry integration,and expected differences.Starting from the six dimensions of tangibility,reliability,responsiveness,assurance,empathy,and agriculture,a tourism service quality evaluation scale for Xinjiang Agricultural Expo Park research and learning based on tourist perception was constructed,with a total of 25 evaluation indicators.Recommendation intention,revisit intention,and tourism satisfaction evaluation were added.Through on-site research on Xinjiang Agricultural Expo Park,data was processed using service quality models and importance performance analysis methods.The results show that through regression analysis,it is found that different factors have different impacts on the evaluation of tourist services.The importance from high to low is as follows: assurance,agriculture,responsiveness,empathy,tangibility,and reliability;The service quality score of Xinjiang Agricultural Expo Park is-0.67,which is less than 0,indicating that the research and tourism service quality of Xinjiang Agricultural Expo Park is not high,and tourists are not very satisfied with the current service quality;When evaluating the various indicators of the quality of research tourism services in the Agricultural Expo Park,it was found that the difference between the service perception and expectations of research activity participants was mostly negative,with a significant difference.Tourists’ evaluation and perceived satisfaction with the quality of research tourism services were not high.Except for the three indicators of rich agricultural exhibition content,increasing agricultural knowledge,and reflecting agricultural characteristics in the park’s interior decoration design,the other 22 indicators all had significant negative differences;Using the IPA analysis method to analyze the differences between tourist expectations and perceived values of the indicators,a quadrant chart was constructed to divide the indicators into advantage areas,maintenance areas,secondary improvement areas,and key improvement areas.Based on the comprehensive evaluation results and quadrant analysis,the indicators with high satisfaction were: tourists’ safety in catering,accommodation,and transportation,actively understanding the research needs of different groups,and providing services according to different research travel times Provide four personalized services for different research tourism groups.The indicators that need to be improved are:beautiful park environment,interpretation and signage of research tourism,operability of research facilities,diversification of research tourism products,professional level of research service personnel,attitude of research service personnel,service personnel not ignoring tourist requirements due to busyness,service personnel willing to help tourists at any time,cognition and exploration education of research tourism projects,focusing on tangibility,reliability Responsiveness in three dimensions;Tourists’ overall perception of the quality of research and tourism services in Xinjiang Agricultural Expo Park is average,with a fair evaluation.The willingness to revisit and recommend is not strong,and it depends on the situation;The problems in the quality of research and tourism services in the Agricultural Expo Park include: the hardware tangibility of the research and learning base is not perfect...