Study On The Quality Evaluation Of Leisure Agriculture Service System

In recent years,with the rapid development of economy and increase of national income,with the increasing pace of life of urban residents,the demand for leisure agricultural tourism is increasing.Leisure Agriculture has entered the fast lane,accompanied by a health,experiential,ecological and other items,so that tourism products become rich.At present,the development of leisure agriculture in China has made considerable progress,but the supporting facilities are backward,the problems of service quality such as hygiene of catering and accommodation,service personnel reception capability servicerestrict the healthy development of leisure agriculture.Compared with other mature service industries,the level of leisure agricultural services is still relatively low,thus unable to meet the changing consumer demand.The overall improvement of service level needs to improve the service elements which have been diagnosed in service system.Therefore,it is necessary to construct a scientific service system of leisure agriculture and set up its quality evaluation index,which is of great significance to promote the sustainable development of leisure agriculture.At present,the service system of leisure agriculture is not perfect.The establishment of the service system of the leisure agriculture is only in the construction and evaluation of the destination service system,ignoring the study outside the destination.This research is based on the tourism consumer behavior theory as the main basis,through empirical research and interview specific to the consumers,the consumer behavior of tourists leisure agriculture process is divided into motivation behavior,decision-making behavior,spatial behavior and mobile travel behavior four links.Links to the related service correspondence,respectively,information service,service,service and customer service experience decision-making service four categories of service elements,consists of 12 elements namely detailed service,public information service,advertising information service,consulting service,query service,trading services,catering and accommodation services,transport services,hospitality services,entertainment services,tourism service quality customer service and customer relationship maintenance services and 32 evaluation indexes.Using the analytic hierarchy process combined with survey data to determine the weight of each service element and index.It can be seen from the weight sort that experience service impact on the service system of leisure agriculture is the largest,followed by the information service,which fully embodies the developed in today’s Internet information era,information service for tourists,the impact should not be underestimated;again for the decision-making service,taking into account the rise in Internet transactions and prompted the extension of Tourism destination active exploration demand the importance of the decision,so the service is also increasing;the weight of customer service is relatively weak.The quality evaluation model of leisure agriculture service system was applied to evaluate the level of leisure agriculture in Shanghai,and using the fuzzy analysis method to deal with the data of tourists score,the result is that the quality score of Shanghai leisure agriculture service system is 90.3341.According to the level of the quality evaluation system of leisure agriculture service,it is classified as an excellent grade.But it is worth noting thatconsulting services are relatively weak,the basic information service in the information service,the quality of the health service personnel in the catering service under the experience service needs to be strengthened.This paper puts forward some suggestions for improving the service elements which are relatively low in the system,that is,to improve the e-government,to set up consulting service outlets,to plan the development of the project,to strengthen the training of the employees.In order to improve the quality of leisure agriculture in Shanghai,and to ensure the healthy development of leisure agriculture industry.