A Comparative Evaluation Study On The Service Quality Of Marine Recreational Fisheries

Marine recreational fishery is a new industrial form that organically combines marine fisheries and tourism,which is conducive to expanding the development space of marine tourism,extending the marine fisheries industry chain,promoting fishermen’s income and improving the economic benefits of coastal areas.In recent years,as national leisure awareness has increased and leisure methods have been upgraded,people’s personalised demand for leisure tourism has also increased,especially in the form of sea fishing,marine ranching and other forms of marine recreational fisheries are increasingly favoured.However,at present,the overall development quality of China’s marine recreational fishery is not high,and service quality problems such as imperfect public infrastructure,weak awareness of service personnel and poor hygiene of accommodation and catering industry are also emerging,which affect the healthy development of marine recreational fishery.At present,China is in a critical period of fishery transformation and upgrading,and it is crucial to strive to improve the service quality of marine recreational fishery and enhance the sustainable development of marine recreational fishery.And there are few relevant literatures about the comparative study on the service quality evaluation of marine recreational fishery in China,so it is necessary to conduct a comparative study on the service quality evaluation of marine recreational fishery.This study establishes a service quality evaluation index system for marine recreational fisheries from the perspective of tourists based on the SERVQUAL scale as the service quality index and combined with relevant literature and suggestions from expert teachers.Questionnaires were designed according to the marine recreational fishery service quality evaluation index system,research data were obtained through field questionnaire surveys,and descriptive analysis,reliability and validity analysis were conducted on the data using statistical software.After that,an empirical study was conducted on Zhoushan Shengshan Island and Fuzhou Lianjiang County as examples.First,the categories of each service quality element were determined through the fuzzy Kano model,and the IPA quadrant distribution of each service quality element was obtained with the help of IPA analysis,and then the service quality of recreational fishery in Zhoushan Shengshan Island and Fuzhou Lianjiang County was evaluated by integrating the fuzzy Kano model and IPA analysis to determine corresponding strategies and priorities for the service quality elements of recreational fisheries in Zhoushan Shengshan Island and Fuzhou Lianjiang County;and conduct a comparative study on the service quality of recreational fisheries in Zhoushan Shengshan Island and Fuzhou Lianjiang County to analyze the common and different points and the service quality problems in the service quality of recreational fisheries in the two places.After the study,the following conclusions were found:(1)The overall difference in the gender ratio of tourists in the two places is not significant,and the occupation is dominated by the group of individual/private enterprise personnel;however,there are differences in the dominant age group and monthly income level,indicating that the structure of consumer groups in the two places is different,and there is a lack of consumption potential in Lianjiang County.(2)There are deficiencies in transportation,infrastructure,project tour prices,and product prices in the marine recreational fishing industry in the two places,which affect the high-quality development of the local recreational fishing industry.(3)Shengshan Island has more advantageous items in recreational fisheries than Lianjiang County,while Lianjiang County has more weak items in recreational fisheries than Shengshan Island.This also indicates that the competitiveness and attractiveness of recreational fisheries in Lianjiang County are lower than those in Shanshan Island,which has an overall higher level of recreational fisheries development than Lianjiang.(4)Shengshan Island has disadvantages in recreational activities and experience programs in recreational fisheries,which are the advantages of recreational fisheries in Lianjiang,while Shengshan Island has advantages in safety and security,accommodation and catering,which are the disadvantages of recreational fisheries development in Lianjiang.This also shows that the marine recreational fishery of the two places should learn from each other and learn from each other’s development experience.Finally,based on the analysis results and field research findings,countermeasures and suggestions for improving the service quality of leisure fisheries in the two areas are proposed respectively,with a view to providing references for improving the service quality and competitiveness of local recreational fisheries.The recommendations for island-based recreational fisheries in Zhoushan Shengshan Island include:(1)Based on the existing recreational fisheries programs,recreational fisheries operators in Shengshan Island should develop and enrich island-based recreational fisheries experience programs according to local conditions,taking into account local island tourism resources and cultural characteristics.(2)To create a healthy and orderly tourism environment by strengthening supervision and law enforcement and continuously regulating the construction of the island tourism market,so as to enhance tourists’ satisfaction.The recommendations for coastal-type recreational fisheries in Lianjiang County,Fuzhou are:(1)Strengthen the service quality management of recreational fisheries tourism accommodation and catering industry,and promote the standardization of recreational fisheries production,operation and services by formulating strict management norms and service standards for production and operation,and strengthening the supervision of environmental protection,safety production and food hygiene.(2)Relevant management departments should strengthen the safety supervision of various scenic spots and searelated amusement projects and facilities along the coast,and strengthen the safety supervision of various amusement projects and facilities in coastal waters.The common suggestions for marine recreational fisheries in both places are:(1)Continuously improve the infrastructure,especially the transportation infrastructure;efforts should be made to improve the transportation conditions inside and outside the island(county),and vigorously build public transportation networks to improve their accessibility.(2)Both places need to make full use of new media network platforms and promote through online short video platforms such as Tiktok and The Little Red Book in order to broaden the publicity and communication channels of marine recreational fishery tourism,so as to continuously build the brand of marine recreational fishery tourism.(3)Continuously strengthen the training and quality education for service personnel to improve the service consciousness and service skills of recreational fishery practitioners.