Study On Evaluation And Improvement Of Forest Park Recreation Service Quality

United Nations World Tourism Organization(UNWTO)is optimistic about China’s tourist source market and tourist destination.As an important tourist destination,the number of forest parks in China develops rapidly,but the study on the recreation service quality of forest parks has not been paid much attention.Based on summarizing and referring to the existing research results at home and abroad and analyzing the characteristics of recreation in forest parks,this paper tries to combine qualitative and quantitative research methods.From the perspective of tourists’ perception,the evaluation system of recreation service quality of national forest parks was constructed,including 5 main dimensions of natural endowment service,management environment service,facility condition service,recreation activity service,information education service and 24 indicators.To design the recreation service quality questionnaire accordingly to Zhejiang Qingshan Lake National Forest Park as an example,the use of network and field for tourists questionnaire survey to obtain the survey data.Through reliability and validity analysis,it is proved that these indexes have high reliability and the content of the questionnaire has a high correlation.The main axis factor decomposition method was used to prove that the overall structure validity of the National Forest Recreation service quality scale was good.From the two scales of forest recreation service quality expectation and perception,the division results of common factors are relatively consistent,which further verifies that the establishment of national forest park recreation service quality evaluation index system is reasonable.Based on the service quality gap model,using the important-performance analysis,research and analysis of tourists of recreation service quality evaluation and the gap between anticipation and actual perception,the results show that the recreation service quality of Qingshan Lake National Forest Park is "generally good" in terms of tourists’ perception and expectation of five service dimensions such as natural endowment.It has high quality in natural endowment and facilities and services,but there are still many deficiencies in management environment,recreation activities,information and education services,which may affect its development speed.In this paper,suggestions were put forward to improve the quality of recreation services in national forest parks,including giving full play to the ecological advantages of green mountains and clear waters and doing a good job in mining natural endowments.Make up the shortcomings of environmental management and improve the experience of tourists;Optimize infrastructure layout and improve recreation supply conditions;Enrich the content of recreation activities and pay attention to the exploration and transformation of cultural connotation;Intensify education in popular science and serving the mission of education.