A Study On The Impact Of Perceived Quality Of Public Services On Tourists’ Behavioral Intentions In Cultural Heritage Sites

In order to meet the public needs of tourists,tourist destinations provide basic and public welfare tourism material facilities and various basic service elements,that is,the quality of public service facilities is crucial in tourism.In order to upgrade and develop the tourism industry,it is necessary to improve the development level of the quality of tourism public services,which is also the basic demand to meet the beautiful experience of tourists in tourist destinations.Studying the relationship between perceived quality of tourism public services and tourists’ behavioral willingness can help improve the establishment of a comprehensive tourism public service system in cultural heritage cities and improve service quality.This article defines relevant concepts such as cultural heritage tourism,tourism public services,and perceived quality,and determines the four dimensions of tourists’ perceived quality of tourism public services based on relevant domestic and foreign literature.Secondly,based on the tourist perception theory,tourism public service theory and existing research,Hancheng City is selected as a cultural heritage tourism case site,and tourists’ tourism comment content is obtained through the Internet.By extracting high-frequency words from the Internet,referring to relevant policy documents and relevant research,an indicator system of tourists’ public service perception quality in cultural heritage sites is established,and related topics are designed,and theoretical assumptions are put forward,We plan to construct a structural model between the perceived quality of tourism public services,emotional value,tourist satisfaction,and tourist behavioral willingness.By distributing questionnaires and obtaining on-site survey data,reliability and validity tests were conducted to ensure the validity and reliability of the questionnaire.Secondly,structural equation model analysis was conducted on the data,and the impact relationship between perceived quality of tourism public services and behavioral willingness was tested using SEM analysis method through continuous modification of the model.The research results show that in terms of perceived quality of public services for cultural heritage and tourist emotions,the convenience services and tourist attractions of cultural heritage sites have a significant positive impact on the emotional value of tourists.Public information and public transportation services do not have a direct impact on tourist perceived value,but through emotional value and satisfaction,they have an impact on tourist behavior;In terms of perceived quality of cultural heritage public services and tourist behavior willingness,public information services,tourism attractions,and public transportation services all have a positive impact on tourist behavior,while tourism services that benefit the people and facilitate the people have no significant impact on tourist behavior willingness.The main conclusions of this article are as follows:(1)A perceived quality indicator system for tourism public services in cultural heritage sites has been constructed.It includes four dimensions: perception of tourism public information services,perception of tourism convenient and beneficial services,perception of tourism public transportation services,and perception of tourism attractions,totaling 19 evaluation indicators;(2)A model for evaluating the perceived quality of tourism public services in cultural heritage sites has been established.Firstly,based on existing research foundations,relevant hypotheses are proposed and theoretical hypothesis models are established.Structural equation models are used to verify the correlation between variables,and the model is modified.Finally,the hypotheses are validated.(3)Propose targeted solutions.Based on the perceived differences in four aspects of tourism public services among tourists,targeted solutions were proposed through consulting relevant materials,including "valuing tourism information transmission,expanding tourism influence","strengthening public service awareness for the benefit of the people,following tourism service concepts","improving tourism public transportation services,scientific supporting facilities",and "emphasizing the development of tourism attractions to enhance tourism competitiveness".