A047: Research on the Structure and Scale of Service Quality of SportsPark

<bold>Background/Purpose:</bold> Since the "14th Five-Year Plan" period, with the vigorous promotion of China and the provincial and municipal governments, the number of sports parks has shown a continuous positive trend of growth. While accelerating the construction progress, how to improve the service quality of sports parks should become the primary issue that needs to be solved to promote the sustainable and healthy development of sports parks. Therefore, based on the perspective of public demand, this study formed a scientific assessment scale by exploring the specific content structure contained in the service quality of sports parks, to promote the high-quality development of sports parks in China. <bold>Methods:</bold> Based on Maslow's hierarchy of needs theory, service quality evaluation theory, new public service theory and other theoretical bases, this paper comprehensively applied mixed methods research to conduct in-depth interviews with 23 experts and formed the sports park service quality structure model with NVivo software. To verify the reliability and validity of the service quality evaluation system of sports parks, 700 people in China were investigated by questionnaire and statistics. <bold>Results:</bold> 1) Based on the rooted theory and from the perspective of public perception, a structural model of sports park service quality was constructed, including five dimensions of tangibility, reliability, assurance, responsiveness, and empathy. There are 34 dimensions, 43 concepts and 173 sentences, including location and transportation convenience, health environment quality, ecological landscape resources, park guiding sign setting, park characteristic brand construction, the perfection of sports facilities and the richness of sports events. 2) In the stage of verifying the rationality and validity of the sports park service quality evaluation scale, a reasonably structured, scientific, and standardized sports park service quality evaluation system was formed by sending questionnaires online twice. Following the procedures of project analysis, exploratory factor analysis, reliability and validity tests, and confirmatory factor analysis based on structural equation model were performed. The model contained a total of 34 items in 5 dimensions, that is, 10 items in tangibility, 7 items in reliability, 5 items in responsiveness, 7 items in assurance and 5 items in empathy. <bold>Conclusion:</bold> In the future, China needs to continue to strengthen research on sports parks, form a more accurate sports park service quality assessment system, and promote and apply it nationwide to more accurately meet the needs of Chinese people for health promotion, sports fitness, leisure, and entertainment.