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城市森林生态旅游规划和开发成为城市发展的热点,但很少研究关注现有森林生态旅游区的服务质量提高问题。文章以武汉市城市森林生态旅游区的顾客为样本,提出了城市森林生态旅游区产品服务质量、关系服务质量和顾客忠诚的关系模型,对三者之间的关系进行了实证分析。结果表明:在城市森林生态旅游服务产品的有形性、可靠性、反应性、稳定性、移情性等质量属性与顾客忠诚呈显著正相关关系,且对顾客关系质量有显著的正向影响效应;城市森林生态旅游服务产品质量可以通过顾客关系质量路径影响顾客忠诚。
Urban forest eco-tourism planning and development has become a hot spot in urban development, but few studies have paid attention to the issue of improving the service quality of existing forest eco-tourism areas. Taking the customers of urban forest ecotourism area in Wuhan as an example, this paper puts forward the model of relationship between product quality of service, service quality and customer loyalty in urban forest ecotourism area, and makes an empirical analysis of the relationship among the three. The results showed that there is a significant positive correlation between quality attributes of customer service and product quality, reliability, responsiveness, stability, empathy etc. and customer loyalty in urban forest ecotourism products, and it has a significant positive effect on customer relationship quality The product quality of urban forest ecotourism service can affect customer loyalty through the quality of customer relationship.