Public Services For Rural Tourism In Xiaoguai Township,Karamay City Research On Improving Tourist Satisfaction

Rural tourism is a tourism way that takes rural areas or suburbs as tourism destinations and uses the differences between rural and urban areas in natural landscape,folk customs,tourism methods and other aspects to attract tourists for consumption.Since 2017,the gradual deepening of China’s rural revitalization strategy has accelerated the pace of development of rural areas.Rural tourism,as an important way to promote rural revitalization,has blossomed everywhere in China and is favored by the majority of tourists.High-quality and high-level rural tourism public services have also become the universal demand of tourists.Therefore,under the trend of rapid development of tourism industry,improving the level of rural tourism public service has almost become the primary task to promote the development of rural tourism.The research object of this paper is the public service of rural tourism in Xiaoguai Township,Karamay City,and the survey object is the tourists who have visited Xiaoguai Township.The research methods include literature review,on-site interviews,questionnaire surveys,structural equation modeling(SEM),and importance satisfaction analysis(IPA).This article summarizes the current situation of rural tourism and public services in Xiaoguai Township by studying relevant literature,collecting information related to Xiaoguai Township,and conducting interviews with tourism related staff in Xiaoguai Township.On this basis,a tourism public service evaluation table for rural tourism in Xiaoguai Township was designed from the perspective of tourists,consisting of 30 indicators from 7dimensions: tourism public transportation service system,infrastructure service system,safety guarantee service system,public information service system,tourism characteristic service system,public environmental service system,and regulatory service system.Firstly,the relationship between the 7 systems and the overall perception of tourists,as well as the relationship between the overall perception of tourists and tourists’ willingness to revisit and recommend,was hypothesized and validated through structural equation method.The degree of influence between the above relationships was reflected through data.Then,the importance satisfaction analysis of 30 survey indicators was conducted using SPSS statistical analysis software,and it was found that the overall perceived importance of tourists was 4.11,The overall satisfaction rate is 4.07,and tourists’ evaluation of the tourism public service in Xiaoguai Township is generally lower in satisfaction than the importance in tourists’ minds.Reflect the importance and satisfaction data of tourists in the quadrant chart,identify the rural tourism public service indicators that need to be improved and urgently need to be improved in Xiaoguai Township’s tourism public service.It is concluded that the main problems in Xiaoguai Township’s tourism public service include inadequate sanitation facilities and services,incomplete tourism safety mechanisms in scenic areas,single catering formats in scenic areas,and the need to improve the ecological environment Lack of effective supervision and complaint measures,and low level of professionalism among operators.Finally,in response to the problems in rural tourism public services in Xiaoguai Township,corresponding measures are proposed:(1)improve the level of health services in scenic areas,(2)improve the tourism public safety service guarantee system,(3)enrich the catering industry in scenic areas,(4)increase the supervision of the consumption environment in scenic areas,(5)establish a complaint and opinion handling mechanism(6)Improve the professionalism level of business personnel,(7)enhance the quality of tourism products,and(8)deeply explore unique culture.