Abstract:

Aims: The national parks play a very important role in promoting the harmonious coexistence between human beings and nature. However, the characteristics and customer satisfaction associated with the national parks’ natural education have not been studied.

Methods: The Kano model theory was utilized to study the Giant Panda National Park’s natural education characteristics and customer satisfaction using questionnaires distributed online and offline. From the questionnaires, the characteristics of the youths’ demand for natural education in the National Park were identified, empirically analyzed, and prioritized. A customer satisfaction coefficient was introduced to analyze and understand the impact of how the natural education functional characteristics were associated with the public’s satisfaction with the Giant Panda National Park.

Results: The research results showed the youths’ demand for natural education in the Giant Panda National Park was divided into four functional requirements dimension: knowledge acquisition, consciousness change or influence, skill improvement, and behavior (intention) change. Consciousness change or influence, skill improvement, and behavior (intention) change were one-dimensional quality. The more satisfied they were, the higher their visitor satisfaction was. Knowledge acquisition was attractive quality that surprised to the young tourists and brought satisfaction.

Conclusion: Finally, we found skill improvement and behavior (intention) change were expected and the most important of the four natural education functional characteristics. This article proposes to increase the emphasis on environmental commentary and knowledge education in the Giant Panda National Park. And the Giant Panda National Parks should focus on the visitor environmental protection skills enhancement function and carry out skill training activities, etc.

Key words: national park, natural education, market demand, Kano model, satisfaction