The Development of Recommendations for Raising the Level of Satisfaction of Moscow Park Visitors

Zakharova Victoria The Development of Recommendations for Raising the Level of Satisfaction of Moscow Park Visitors Master's thesis is devoted to the development of recommendations for raising the level of satisfaction of Moscow park visitors. To date, the development of public spaces of the city is one of the priorities of the current Government of Moscow. One of the main tasks is the development of parks of culture and recreation, namely the creation and improvement of the quality, attractiveness and accessibility of services in the field of healthy and cultural recreation of residents and visitors of Moscow. Therefore, there is a need to assess the satisfaction of visitors with quality parks, both infrastructure and services, which in turn will help improve the quality of service in parks, attract new visitors, meet the needs of the current and transfer them to the ranks of loyal visitors. In the course of the study, attributes and factors influencing satisfaction were studied and deduced, and satisfaction of parks visitors was calculated. The study was conducted in two stages: 1 stage - qualitative research, 2 stage - quantitative study. To calculate the level of satisfaction and loyalty, the following methods were used: satisfaction index CSI, loyalty factor NPS. To study the competitive advantages, the Needs & Gaps perception maps for individual parks were built. These maps allow the parks not only to determine their competitive advantages and bottlenecks, but also serve as a guide in the search for best practices in selected areas. After that, recommendations were proposed to increase the satisfaction of park visitors.