武夷山国家公园游憩服务质量研究--基于对游客的现场问卷调查

The Quality of Recreation Service in Wuyishan National Park:Based on On-site Questionnaire Survey of Tourists

以SERVQUAL服务质量模型为基础,对武夷山国家公园试点的游客进行现场问卷调查,以分析游客行前期望与实际感知之间的差距。结果显示:28个问项中有24个存在显著性差异,通过因子分析萃取出“休憩与服务”“游历与设施”“动机与体验”3个因子,累计方差总解释率为54.679%。应用重要-表现分析法进一步研究,发现行前期望与实际感知皆高的有10个,行前期望高而实际感知低的有4个,行前期望与实际感知皆低的有13个,行前期望低而实际感知高的有1个。并对武夷山国家公园未来发展提出了建议。

This study aims to explore the difference between pre-expectations and actual perceptions of tourists visiting Wuyishan National Park by conducting an on-site questionnaire survey based on the SERVQUAL measurement.The findings indicate that significant differences exist in 24 out of 28 items in the questionnaire,and then three factors,namely recreation and service,recreation and facilities,motivation and experience,are identified from the 24 items by factor analysis,explaining 54.679%of the total variance.A further importance-performance analysis indicates there are 10 items of both high level of pre-expectation and actual perception,13 items of both low level of pre-expectation and actual perception,4 items of high level of pre-expectation but low actual perception,and 1 item of low level of preexpectation but high actual perception.These findings might serve as references for related government planning of national parks in the future.