The Research On Tourism Public Service System Of Kunming As A Tourist Destination

As an essential standard for measuring the whole development level of a country or region’s tourism,the level and quality of tourism public service closely related to the development of tourist industry and effective performance of government functions,and its basic status is growing payed attention and identified by the construction of Chinese service-oriented government and the vigorous development of Tourism.Nowadays,tourism public service has been the major factors for tourism decision-making,taking tourist activities,realizing tourist purpose and even tourist satisfaction.This paper mainly makes research on the fusion promotion of the theory and practice system of tourism public service,strive to initially shape consensus-reached,complete and systematic structural support,and tries to build the system of tourism public service according with demand and characteristics,which will provide theoretic support,policy choice and decision basis and alternative offer to local government for establishing reasonable tourism public service,driving structural reform of the supply front and providing effective tourist service.According tothe mentioned above,the chapter one of this paper states the research’s importance,basis,methods,thought,main contents and purpose.Based on the theories of public goods,new public administration,public choices,institution change,public governance,synergy,citizen oriented and network governance,chapter two makes general comments and detailed explanations of the basic concepts about tourism public service.Then,chapter three comprehensively states the changing tracks of tourism public service,concludes the domestic and overseas construction experience of tourism public service system,and analyses the traditional ways and creative choices for tourism public service system.Chapter four proposes creatively the elements of tourism public service system,which are four subsystems:needs,supplies,assurance and evaluation of tourism public service.Then,form chapter five to chapter eight,the four subsystems are discussed in detail.Chapter nine takes Kunming as a case study to build a comprehensive evaluation model of tourism public service.At last,chapter ten propose a conclusion and prospect.Through analysis,this paper reaches the following conclusions:Firstly,this paper effectively discuss the theoretical analysis basis and methods of tourism public service,and concludes that those neoinstitutional economics like"institution change","property right","transaction expenses" and enterprise theory,highly adapt to the theory analysis and system construction of tourism public service and also have instructive function for the construction of tourism public service.For example,based on the institutional change of tourism public service in China,this paper states and overcomes the path dependence and explore the innovative direction of tourism public service.Secondly,this paper makes supplement and discrimination for the core concepts of tourism public service,and firstly proposes the following concepts:"the complexity of tourism public service","the fragmentization of tourism public service","the demand preference of tourism public service","the demand expression mechanism of tourism public service","the triangle model of tourism public service","the demand value package of tourism public service" and "the contradictions between supply front and demand side of tourism public service",which enriches the theoretical basis and analysis views for tourism public service and at the same time contributes to the theories for building tourism public service system.Thirdly,this paper preliminarily establishes the needs system of tourism public service.By research,this paper finds that kinds of researches before about tourism public service focus on the supplies but ignore the needs of tourism public service.This paper concludes that the needs of tourism public service are the basis of constructing tourism public service system,and tourism public service will be noneffective or low-effective without effective research on the needs of tourism public service.Fourthly,this paper not only strengthens the needs system of tourism public service but also completes the assurance and evaluation system of tourism public service and theoretical analytical framework.And,assurance system of tourism public service is discussed from four aspects:innovation mechanism,incentive mechanism,safeguard mechanism and risk management.Also,based on the original data of questionnaire survey from tourists and professors,this paper selects analytic hierarchy process,sets up index system and then builds a comprehensive evaluation model of tourism public service.Fifthly,this paper firstly proposes the concept "the structural reform of the supply front in tourism public service" and systematically analyzes and concludes the core,essence,emphasis and especially the key points of the structural reform of the supply front in tourism.This paper insists that the active state and consumer upgrades of tourism needs will certainly force the reform and innovation for the tourism supply.Only when tourism public service change "single scenic resort" to "tourism in all fields or industries" can tourism public servicesatisfy the increasing tourist consumption and construct satisfactory modern service industry.Sixthly,this paper takes the tourism public service system of Kunming as a case to conduct study,which means making investigations on the needs,supplies and assurance of tourism public service of Kunming and evaluating the achievement on the construction of tourism public service system through field visit,questionnaire survey and expert interviews.By research,it’s found that the construction of tourism public service system of Kunming has obtained significant achievement,but still exists problems,like faultiness and narrow coverage of consultant online to offline,narrow coverage of tourist security insurance,defective traffic system,insufficient administrative service and so forth.This paper suggests that organizational guarantee,system planning and construction and administrative funding should be strengthened to optimize the tourism public service system of Kunming.Only in this way can tourism administration improve tourist policies and the tourism public service of Kunming flourish.