Optimization Of The Guidance System For The Construction Of Public Services For Global Tourism

After nearly four decades of development,the tourism industry in New China has entered a new period of rapid development.To further promote tourism development,in recent years the central government and relevant departments have vigorously advocated and led the development of all-area tourism,guiding the development of all-area tourism nationwide through the creation of all-area tourism demonstration zones,and some provinces have also carried out the creation of provincial all-area tourism demonstration zones.To this end,the national tourism administration has also developed a set of acceptance criteria for the creation of all-area tourism demonstration zones.The criteria not only become the judging standard in the acceptance process,but also play an important guiding role in the subsequent development of all-area tourism in other regions.As an important part of the development of all-area tourism,tourism public services are in an important position in this standard.According to the new public service theory,the construction of tourism public service is to serve the tourists,Thus,tourists are in fact the ultimate judge of the quality of tourism public services.However,the acceptance of the creation of demonstration areas takes the scoring method of experts’ open inspection and unannounced visit,and the perceived status of public services for tourists is less understood.Therefore,it is necessary to review and improve the construction guidance system of tourism public service according to the perception status of tourists,so as to promote the construction of tourism public service system.With the rapid development of Internet technology,more and more tourists record their journeys through online travelogues.The public service situation of tourist destinations is often mentioned in the online travelogues,which provides the possibility to extensively examine tourists’ perceptions of public services of all-area tourism and improve the guidance system of public service construction of all-area tourism.In this paper,Wuyishan City in Fujian Province in the eastern region,Wuyuan County in Jiangxi Province in the central region,and Dunhuang City in Gansu Province in the western region were selected as research subjects among the two batches of national all-region tourism demonstration areas in China,and their online travelogue data from January 1,2019 to December 31,2021 were collected,and the representations of destination public services in the travelogues were coded and analyzed to derive the various indicators of tourists’ perspective of all-region tourism public services percentage,and compare them with the percentage of indicators for acceptance of the creation of national all-area tourism demonstration zones to discover their differences,and then propose optimization suggestions for the public service indicator system for acceptance of the creation of national all-area tourism demonstration zones as a guidance system for the construction of all-area tourism,which is important for promoting the construction of all-area tourism public service system.After analysis,the following conclusions are formed.First,tourists’ perception of public services can be divided into 13 secondary categories and 4 primary categories through open coding and spindle coding.At the same time,word frequency and word cloud map analysis reveals that tourists are concerned about the traffic information of public services in demonstration areas and are more concerned about the traffic of tourism distribution points.Sentiment analysis was conducted through the text to gain insight into tourist satisfaction of each index,and it was found that more than half of the tourists’ attitudes toward public services in the text were neutral emotions,i.e.,no satisfaction or dissatisfaction.The remaining other categories have the highest tourist satisfaction for tourism transportation services and the lowest tourist satisfaction for tourism toilets.Secondly,the percentage of public service perceptions from the tourists’ perspective differs greatly from the percentage of indicators.Theoretically,the higher the percentage in the indicators of national tourism demonstration areas,the higher the percentage of tourists’ perceptions should be.However,it is found that in terms of internal transportation,the indicator share is not low,but the percentage of tourists’ perception is extremely low;in terms of intelligent tourism,the indicator share is the highest,but the percentage of tourists’ perception is not high;in terms of parking lot,the indicator share and the percentage of tourists’ perception are equal.Thirdly,according to the results of comparative analysis,we propose two new public service indicators and optimization of the original indicators for the guiding system of public service construction of the whole area tourism in the demonstration area.On the basis of the original indicators,the environmental management of tourist neighborhoods,tourism safety management and residents’ attitude toward guests are added to the original indicators.At the same time,the original indicators of tourism public transportation,tourism public information and tourism benefit services are optimized,in which,in terms of public transportation,the importance of external transportation is reduced,the importance of parking-related remains unchanged,and the importance of tourism transportation services is increased;in terms of tourism public information,the importance of the signage system remains unchanged,and the importance of tourism service quality in visitor service centers is increased.In tourism public information,the importance of signage system remains unchanged,and the importance of tourism service quality in tourist service centers is improved.