A multi-ethnic comparison of perceptions of forest recreation service quality

Abstract

This study examines perceptions of service quality on an ethnically diverse national forest adjacent to a large metropolitan area, specifically looking for differences among whites, Hispanics, and Asians. Published studies of recreation and ethnicity have focused primarily on activity participation rates and patterns. The literature contains few cross–cultural comparisons of perceived service quality in a forest recreation setting. Data from a purposive convenience sample of recreationists (n = 1,075) visited Angeles National Forest, California, US, includes 444 whites, 312 Hispanics, and 319 Asians. The results reveal that compared to whites and Hispanics, Asians are most distinct in service quality ratings after controlling for generational effects. In particular, Asians tend to perceive lower service quality. The implications of these findings are discussed as they relate to the role of cultural values and service quality measurement in recreation management.

Citation

Li, Chieh-Lu; Absher, James D.; Zinn, Harry C.; Graefe, Alan R.; Chick, Garry E. 2010. A multi-ethnic comparison of perceptions of forest recreation service quality. Journal of Tourism and Leisure Studies 15(3): 213-238.