The Satisfaction And Optimization Research Of Tourism Public Service For Huang Shan Scenic Area

Due to the change of Modern tourism market structure, the traditional tourism hospitality services could not satisfy the growing demand of personal tourism market, which is booming. The continuous development of tourism consumption level, industrial scale and social function also has the same effect. To satisfy the development needs of the tourism and the requirement of modern travelers, it is very necessary to strengthen the construction of tourism public service, which can make the tourism industry be the strategic pillar industry of the national economy and the modern service industry with which people are more satisfied. In a similar way, it is an important issue to strengthen the academic study on tourism public service in China.At present, some study about tourism public service is mainly aimed at the concept and the content of tourism public service, introductions of the supply mode and suggestions for the development of tourism public service. However, there is less study about Satisfaction Index of Customers. This paper puts Huang Shan Scenic Area as the breakthrough point of the research, meanwhile using the questionnaire survey, data collection and the correlation analysis method, finally to summarize the supply and demand situation of tourism public service. In order to optimize Huang Shan tourism public service, this paper provides specific advice, and enriches the research contents of tourism public service in theory.Firstly, the theoretical basis of the public service of tourism is determined, and relevant concepts including Public goods, public service, tourism public service, tourist perception, and formation mechanism of Satisfaction Index are defined. At the same time, this paper reviews the related research theory of tourism public service domestically and abroad, ensures tourism public service perception factors of supply and demand, which lays the theory foundation and constructs the theoretical framework for the empirical research behind. Secondly, using the method of data collection and the correlation analysis, it is clear to know the supply situation of tourism public service in Huang Shan Scenic Area. Based on the situation, the provider, the driver and supply mechanism are Summed up. Thirdly, through the questionnaire survey, the demand situation about tourism public service of Huang Shan Scenic Area is realized, and on the basis of tourists perception, using quantitative analysis method, perception elements of tourism public service is analyzed, as well as different characteristics of the tourists on the tourism perception of public service and the formation mechanism of tourists’ satisfaction. Finally, on the basis of the supply and the demand present situation of public services in tourism, the corresponding optimization countermeasures are putting forward.After a qualitative and quantitative analysis, the article draws the following conclusions. Firstly, the content of tourism public service which Huang Shan Scenic Area provides is extremely comprehensive, and the main providers includes the market, government and society. And the maximum benefit can be achieved in accordance with the G-M-S linkage operation mode of the market, government and society. Secondly, according to the research analysis and tourists perception, three factors of tourism public service can be received, which are tourism infrastructure service factor, tourism auxiliary factor and tourism regulatory polity factor. Because of tourists’ different perception of tourism public service, corresponding measures must be adopted. Thirdly, combining with structural equation model of tourist satisfaction, we can know that Satisfaction Index of tourism public service of the scenic is affected by multiple factors. Direct influence factors are the scenic spot image and perceived value, and service satisfaction would decide tourist’s loyalty or complains. Therefore, Huang Shan Scenic Area must constantly improve the tourist loyalty to achieve sustainable development and to maintain the competitiveness of scenic spot both domestically and abroad. Fourthly, to optimize the tourism public service of Huang Shan Scenic Area, three aspects including Supply, demand and safeguard measures are necessary to be paid attention.