Research on the Evaluation of Ecosystem Cultural Service Quality in Qu County Congren Valley Forest Park from the Perspective of Tourist Perception

Abstract

This study focuses on the ecosystem cultural service quality of Qu County Congren Valley Forest Park from the perspective of tourist perception. Using the Importance-Performance Analysis (IPA) questionnaire survey method and SPSS data analysis techniques, we systematically evaluate tourists’ cognitive differences and improvement paths regarding the cultural service value of the scenic area. Based on the nonmaterial characteristics of ecosystem cultural services, combined with the unique Congren culture and natural landscape resources of Congren Valley, we designed a five-dimensional scale including natural landscape and ecological protection, cultural display and interpretation services, cultural activity participation and experience, infrastructure and supporting services, and safety management. This covers tourists’ evaluations of the importance of elements such as cultural displays, interpretation systems, interactive activities, and facility support, as well as their actual satisfaction feedback. Through descriptive statistical analysis, reliability and validity testing, factor analysis, and IPA matrix analysis, we reveal the core contradictions and improvement directions perceived by tourists. The study found that the convenience of facilities such as signage, rest areas, toilets, roads, and the cleanliness of the scenic area are key areas for improvement. Additionally, different age groups perceive differences in the cultural service quality of the Congren Valley Forest Park ecosystem. The study concludes that tourists have a high level of concern for the convenience of scenic infrastructure and sanitary environment. Improving these facilities can help increase tourist satisfaction and the overall service quality of the scenic area. Simultaneously, meeting the needs of segmented markets and constructing a three-in-one service system of “deep excavation of cultural symbols–digital storytelling–immersive scenes” is recommended.