The Quality of Recreation Service in Wuyishan National Park: Based on On-site Questionnaire Survey of Tourists

This study aims to explore the difference between pre-expectations and actual perceptions of tourists visiting Wuyishan National Park by conducting an on-site questionnaire survey based on the SERVQUAL measurement. The findings indicate that significant differences exist in 24 out of 28 items in the questionnaire, and then three factors, namely recreation and service, recreation and facilities, motivation and experience, are identified from the 24 items by factor analysis, explaining 54.679% of the total variance. A further importance-performance analysis indicates there are 10 items of both high level of pre-expectation and actual perception, 13 items of both low level of pre-expectation and actual perception, 4 items of high level of pre-expectation but low actual perception, and 1 item of low level of pre-expectation but high actual perception. These findings might serve as references for related government planning of national parks in the future.