Evaluation And Improvement Of Tourism Service Quality Of Wetland Park

In the report of the Party’s Twenty National Congress,the "High-quality development is the primary task of building a modern socialist country in an all-round way" as an important part of the national economy,the tourism industry should conform to the development needs of The Times,deepen the reform of quality,power and efficiency,and continue to promote the continuous improvement of tourism service quality.The end of the three-year epidemic,people are more eager to get back to nature and close to nature,and a greater emphasis on the value of travel and great service experience,with its unique natural scenery and ecological resources,it can meet people’s spiritual needs of leisure and relaxation,is gradually becoming one of the ways of travel that people admire.Suzhou is rich in water resources,the construction level of wetland park ranks among the top in China,there are 21 wetland parks already built,there are 87 wetland districts planned,however,it is precisely because of such excellent resource conditions that wetland parks in the same location have such common problems as serious homogeneity,unrepresentative cultural characteristics,and not obvious personalized characteristics.There are also problems in the aspects of hardware and software,such as imperfect information service equipment,single profit model and low service level of field personnel.Through consulting the research on the tourism service quality of wetland park,there are more researches on environmental planning and construction and ecological service function,but less researches on tourism service quality.Suzhou Taihu National Wetland Park was completed in 2011 and is one of the first national wetland parks in Jiangsu Province,rich in animal and plant resources and profound historical and cultural resources,Therefore,it is representative that this paper takes Suzhou Taihu National Wetland Park as the research object,it is of theoretical and practical significance to carry out research on the evaluation and promotion of its tourism service quality.Based on SERVPERF service quality evaluation model,referring to domestic and foreign research results on tourism service quality,construct a tourism service quality evaluation system for wetland parks from seven dimensions of tangibility,reliability,responsiveness,thoughtfulness,safety and fun,and 24 specific items,Design a questionnaire and conduct a trial survey,Through data analysis,the scientific nature and rationality of the questionnaire and evaluation system are tested.A formal survey was conducted on the tourists of Taihu National Wetland Park in Suzhou with a verified questionnaire,SPSS statistical software was used to analyze the survey results.Firstly,the reliability and validity of the data are tested by reliability and validity analysis;Descriptive statistical analysis is used to sort out the information of the surveyed personnel,and standard deviation and average value are used to analyze the specific problems existing in the quality of tourism service;AHP was used to determine the index weight and fuzzy comprehensive evaluation model was used to evaluate the overall tourism service quality of the scenic spot.And draw the analysis conclusion: Fuzzy evaluation result of tourism service quality of Suzhou Taihu National Wetland Park Y=3.69,comprehensive service the quality is average.(2)The tourism service quality of Suzhou Taihu National Wetland Park needs to be improved in five aspects,namely,consumption pattern of wetland park,characteristic products of wetland tourism,personnel service level,smart tourism service and tourist experience.Based on the above analysis,the paper proposes the countermeasures and suggestions for improving the tourism service quality of Suzhou Taihu National Wetland Park from the following five aspects,They are:(1)Adjust the profit model of wetland park.The existing consumption structure of high basic consumption and low non-basic consumption mix should be changed,and non-basic consumption items should be dug deep to promote tourists’ secondary consumption,so as to create more income for wetland park.(2)Rich wetland tourism characteristic products.The first is to improve the new attraction of core products,strengthen wetland protection and build wetland characteristic products;Then it is to create special cultural products to leave a deep impression on wetland tourism.(3)Improve the comprehensive service level of on-site personnel.The first thing to be improved is the level of service consciousness of field service personnel,service consciousness determines service behavior,and service behavior will also affect the ideological level of service.Then improve the service efficiency and optimize the service process;Finally,it is necessary to enhance the comprehensive service ability of field service personnel.(4)Upgrade of smart tourism services.On the one hand,it is necessary to improve the informatization service level of wetland park.In addition to the full coverage of WIFI,other modern technologies can be added to enrich the interaction with people.On the other hand,the introduction of Internet technology and big data into modern tourism services enables the wetland park to closely interact with tourists and timely grasp the needs of tourists.(5)Increase tourists’ experience activities.Upgrade entertainment facilities,develop experience projects,game activities and other different modes to enable tourists to participate in the base,and deepen people’s fun experience.Through the above research,we hope to provide reference for the evaluation and improvement of wetland park tourism service quality.