Journal of Food, Agriculture and Environment

Evaluation of service quality of leisure agriculture parks based on factor analysis and fuzzy set

Author(s):

Jiangping Wang*, Yichuan Zhang

Recieved Date: 2013-09-15, Accepted Date: 2013-10-18

Abstract:

A scientific and reasonable evaluation of service quality of leisure agriculture parks can promote the sustainable development of the parks. Six leisure agriculture parks in Henan province were selected as the research object, with 80 visitors investigated for each park, Investigation contents involved 12 factors: natural landscape, product richness, transportation facilities, artificial building, product price, cultural landscape, landscape lighting, service concept, sanitation environment, security environment, landscape facilities and sports entertainment. These factors were assessed by fuzzy set, and the dimension reduction and classification were achieved using the factor analysis. The results showed that the 12 factors influencing leisure agriculture parks could be combined into four major factors: service facilities factor, product and concept factor, characteristic service factor and management service factor. As these factors could account for 89.733% information of the original investigation data, it meant the factor analysis had good dimension reduction effect and high reliability applied in assessment of service quality of leisure agriculture parks. The score of each factor for service quality of the six leisure agriculture parks varied significantly. The single factor score and overall score of Zhengzhou Jinlu Ostrich Amusement Park were relatively low, indicating that its service quality needs to be improved urgently. Besides, each park had different factors which scored high. This meant that each park has its own advantages. However, different parks should learn from each other to promote the improvement of service quality.

Keywords:

Service quality, leisure agriculture park, factor analysis, fuzzy set

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Journal: Journal of Food, Agriculture and Environment
Year: 2013
Volume: 11
Issue: 3&4
Category: Environment
Pages: 1768-1770

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