Research On The Satisfaction Of Forest Study Travel Experience ——Take JDQ Vacation Villa As An Example

Forest study travel is a kind of tourist activity with the main objective of developing young people’s life skills,team spirit,innovative spirit and practical ability in a forest ecological environment.Since 2013,the state has introduced a series of policies to support the development of study travel,which has also led to the emergence of a new group of study bases across the country.JDQ Vacation Villa is based in the Urban Forest Park and is currently striving to transform itself into a quality base for research and education.As a result,enhancing the satisfaction of the study tour experience has become an urgent issue for this tourism enterprise.This study firstly analyses the basic situation of JDQ Vacation Villa and the current situation of forest study travel based on the theories of expectation-confirmation,satisfaction and travel experience,and points out that there are problems such as insufficient preliminary research,lack of understanding of customer expectations,poor experience of study travel products in forest study projects and study tourists have low willingness to visit again.Secondly,in order to explore the causes of the above problems,two sets of comparison questionnaires were prepared for study expectation and experience perception.The questionnaires were distributed among study tourists coming to JDQ Vacation Villa and 109 valid paired questionnaires were collected,and the new factor was obtained by calculating the mean value of the questionnaire items.A series of statistical analyses,including normality tests,non-parametric tests and correlation analyses,course enjoyment and perceived attitudes have a significant positive effect on study expectations,while risk perception has a significant negative effect on them;course enjoyment,subjective feelings,study base services and facilities and perceived attitudes have a significant positive effect on experience satisfaction.Again,use Theory IPA Analysis to analyse each factor of specific questions that has a significant effect on satisfaction with the forest research tourism experience,revealed that issues such as quality research courses,accommodation conditions,program safety and reliability,and teacher motivation and accuracy in answering questions located in the improvement and disadvantaged areas need to be addressed urgently.Finally,in order to improve the satisfaction of forest study tourism experience,it is proposed to strengthen the experience satisfaction survey,set up rationalized study courses,improve the sense of study tourism experience and other related recommendations to provide a reference basis for JDQ Vacation Villa to improve the quality of forest study tourism services.