Paper Topic:

Tourism Management Project

EXECUTIVE SUMMARY

The Baguashan Scenic Recreation Area (BSRA ) is one of the major tourist attractions located in Changhua County R .O .C Taiwan . It contains many valuable , cultural , and historical relics as well as natural resources The mission of the BSRA is , To conserve the natural and cultural resources of the Baguashan and to promote them as leading visitor destination in a manner which is environmentally and culturally sustainable (Organization Administration Guide , 2005

Discussion with the Business Development Manager of the BSRA (BSRA ) in May of 2006 focused on an emerging

issue for the BSRA , and that is the lack of understanding in relation to visitors ' expectations and satisfaction

In to help measure customer expectations and satisfaction , primary research was complied through an interviewer-completed questionnaire Over a period of three weeks a completed in various areas at the BSRA

The results of the research suggest that the efforts of the BSRA are currently sufficient in satisfying the majority of visitors to the BSRA The overall satisfaction of visitors is very high . Furthermore , it is evident that the BSRA is considered to be one of the best destinations in Changhua County . Therefore , it would seem that the BSRA is successful in its goal : `To conserve the nature and cultural resources of the Baguashan and promote them as leading visitor destination in a manner which is environmentally and culturally sustainable (Organization Administration Guide 2005

Respondents showed a slightly higher preference for using signage than maps whilst navigating throughout the BSRA . The results of the demographic analysis indicated that the highest proportion of visitors were young , local couples

The results of the research suggested that there was a low level of understanding with regards to Baguashan cultural history . Learning about Baguashan cultural history was considered of lesser importance than other features such as signage , maps and facilities . Zeithaml et al state that `Customers do not evaluate service quality solely on the outcome of a service they also consider the process of service delivery (1990 ,

. 16 . This evidence supports the idea that visitors are less concerned with aspects such as learning about Baguashan cultural history , and are more concerned with the delivery of a leisure-based experience

An analysis of the data was then used to formulate a list of recommendations to address the issues located in the survey . These recommendations include

To continuation of the research process

Redistribute focus from signage to better maps

Improve Transportation Accessibility

Make research data available to the whole organization

Make maps available in languages other than Chinese

Increase the favorable facilities in the areas

Introduction of education center

TABLE OF CONTENTS

TOC \o "1-2 " \h \z HYPERLINK \l "_Toc3 " EXECUTIVE SUMMARY PAGEREF _Toc3 \h 1

HYPERLINK \l "_Toc4 " 1 .0 INTRODUCTION PAGEREF _Toc4 \h 7

HYPERLINK \l "_Toc5 " 1 .1 Client PAGEREF _Toc5 \h 7

HYPERLINK \l "_Toc6 " 1 .2 Background PAGEREF _Toc6 \h 9

HYPERLINK \l "_Toc7 " 1 .3 Objectives PAGEREF _Toc7 \h 11

HYPERLINK \l "_Toc8 " 1 .4 Information Requirements PAGEREF _Toc8 \h...

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