The Impact Of Tourism Public Service Perception On Festival Tourism Satisfaction And Loyalty

With the increasingly significant impact of major festival activities in scenic spots,many scenic spots in China compete to earn eyeball economy by holding large-scale festival tourism activities.The major festivals and events in the scenic spot have their own characteristics of concentration,large scale and high degree of attention,which has become a landmark event to show the characteristics of the host place and establish the image of the tourist destination.However,the problems of public service quality,such as traffic congestion,large tourist flow,confusion of accommodation and food,and backward regulation,also follow.As stated in "the main contradiction between people’s growing needs for a better life and unbalanced and inadequate development",tourism development is also facing "the contradiction between the needs of tourism public services and the unbalanced development of public service areas",which has become a problem faced by major events at present.It has become the basic construction field for the government to improve public services and adapt to tourism development Necessary factors for the new situation.Under the strong momentum of the development of festival activities in scenic spots,how to improve the quality of public tourism services,improve tourism satisfaction and loyalty,and then improve the economic benefits of tourism,and finally achieve the goal of enhancing the competitiveness of tourism destinations has become the focus of attention of festival planners and managers.In view of this,based on previous studies on tourism satisfaction and loyalty,this paper puts forward the hypothesis that "tourism public service quality perception significantly affects tourism satisfaction;tourism public service quality perception significantly affects tourists’ loyalty;tourism satisfaction significantly affects tourists’ loyalty".This paper selects the fishing festival of Bosten Lake,a 5A level scenic spot in Xinjiang,as an empirical study case,aiming to explore the relationship among the perceived quality of public service,tourism satisfaction and loyalty of tourists in the festival tourism activities,and put forward suggestions on how to improve the satisfaction and loyalty of festival tourism and how to improve the quality of public service of festival tourism.Through on-the-spot questionnaire survey,factor analysis,reliability and validity test of sample data are carried out by SPSS and Amos,and the hypothesis of this paper is verified by structural equation model.Data analysis of empirical research shows that:1.Festival tourism transportation service,festival tourism infrastructure service have a significant impact on festival tourism satisfaction,while festival tourism security service,festival tourism public information service,festival tourism environment service have no significant impact on festival tourism satisfaction;2.Festival tourism infrastructure service,festival tourism security service,festival tourism public information service have a significant impact on festival tourism satisfaction Tourism loyalty has a significant impact,but tourism transportation services and tourism environment services do not show a strong correlation with tourism loyalty;3.There is a significant positive relationship between tourism satisfaction and loyalty.However,tourism satisfaction is not a complete intermediary variable.In addition,with the help of IPA analysis model,this paper analyzes the current situation of public service perception of fishing festival tourism in Bosten Lake,and puts forward suggestions for the development and optimization of public service quality of festival tourism in the scenic spot,so as to continuously improve the satisfaction and loyalty of festival tourism in Bosten Lake scenic area.