Using a revised importance–performance analysis approach to explore cultural park’s critical recreation service quality – The case of Huashan1914 creative park

• Main Authors: WEI, CHEN-YI, 魏禎儀
• Other Authors: DENG, WEI-JAW
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/wjrw46

碩士 === 中華大學 === 休閒遊憩規劃與管理學系 === 105 === Tourism is the emerging industry in 21st century. Since 2001 when the Taiwanese government carried out the policy of “five-day-work and two-day-off”, people in Taiwan have given a lot of attention to tourism industry, and have usually engaged in leisure activities in multiple leisure areas for holidays. In recent years, many cultural and creative parks and spaces have incrementally become the best choice for leisure due to the rise of cultural and creative industry. Based on the research background, the thesis discussed the critical attributes of recreation service quality of cultural and creative park, and Huashan 1914 creative park was taken as the research subject. The research methodology encompasses Questionnaire Survey, Reliability Analysis, Internal Consistency, Validity Analysis and Revised importance-performance analysis. As for the questionnaire survey, we mainly collected the evaluation and feedback of recreation service quality of Huashan 1914 creative park from visitors who had done the visiting experience of the park. The questionnaire of recreation service quality was designed in reference to the research by Parasuraman et al. (1998) which suggested five dimensions of service quality and other relevant researches of creative park. The questionnaire pre-survey were subsequently distributed at Huashan 1914 creative park in order to make some improvement of the statements of questionnaire. The recreation service quality was scaled by using Likert Seven Point scale. The respondent of this survey is the visitor of Huashan 1914 creative park. After doing formal surveys, 294 validated questionnaires were received. The data was analyzed by using the method of revised importance-performance analysis proposed by Deng (2007) in order to identify the critical attributes of recreation service quality of Huashan 1914 creative park. The research results show that the average recreation service quality of Huashan 1914 is between 5.35 and 5.99, indicating that the degree of satisfaction is "slight satisfaction" but close to "satisfaction", so there has a space for improving in recreation service quality. After the implementation of the revised importance performance analysis method, there are five critical leisure service quality attributes of Huashan 1914 creative park, namely: " Pay attention on customers", " The employee of visitor center should give priority to visitor rights", " The employee of visitor center provide timely service for tourist requirement. ", " The employee of visitor center should provide excellent service in first time "," You can clearly understand the information of tourist complaints (customer service hot line, customer service mailbox). The five critical recreation service quality attributes are considered to have high importance but low performance. Therefore, this study gives some possible suggestions for improving these five critical recreation service quality attributes of Huashan 1914 creative park.