Research On Evaluation For Tourism Public Information Service Based On The Customer Perceived Value

With the depth of development in experience tourism and the rationality and personality of the tourist’s concept, the proportion of FIT in the tourism market has grown. Compared with the team tourists, individual tourists have the characteristics which are autonomy, flexibility, diversity in the time, travel arrangements and experience activities. These indicate that individual tourists are great concern about tour information. The flourish of FIT market require more information service that tourist destination provide. At the same time, with the rapid development of tourism public service, tourism public information service is gradually being concerned about. Even Scholars believe that the tourism public information service is one of the criteria of evaluation of a mature tourist destination. Compared with foreign countries, China’s tourism public information service construction is still in initial stage. During this time, the service manner and operation mode in the tourism public information services are also exploring. Therefore, the analysis of tourists’needs and evaluation of tourism public information services, Exploreing the value of the public information service from tourist’ view, we provide tourists with more valuable services and products, which is the core of the tourism development of public information service.Since the1990s, academics and business managers had paid close attention to the research areas of customer perceived value. The view of the customer perceived value is to enhance the competitive advantage of enterprise management from the customer’s view, which provides higher customer value than the competitors in market to develop customer’s loyalty. This from a business philosophy, from product-centric to customer-centric, was soon applied in other industries. Tourism industry is no exception. Scholars research on the six elements of tourism, which are food, housing, industry, travel, travel, entertainment, by the qualitative and quantitative analysis from the perspective of customer perceived value. That Enrichs the customer perceived value theory and provides a new perspective for the tourism industry research.With the realistic background of tourism public information service development status, this article research on the evaluation of the tourism public information services based on customer perceived value. First of all, this text describes the background, significance, reviews the research status of the customer perceived value and Tourism Public Information Services. Then that elaborates systematically the theoretical knowledge of the tourism public information services and customer perceived value. On this basis, evaluation factors are broken down into two major aspects, Service quality, which conludes functional value, emotional value, social value, and perceived cost,which conludes acts of sacrifice, perceived risk. The system has21 indicators of the six categories. Then, by dissemination and stastics of expert scoring questionnaires, the data are put into MATLAB7.0software and built the judgment matrix by analytic hierarchy process. So the characteristic vectors that are indicative weights are obtained. The consistency of the index system is test by computing the CR value. Finaly, Guilin public information service questionnaire is design based on the evaluation index system. Using SPSS18.0statistical software, the data from166valid questionnaires is analyzed. The current situation of the Guilin public information service is analyzed by IPA method. Concluded as follows:Firstly, the total mean value of importance which tourists evaluate on tourism public information service is4.189. Among of the evaluation scores, the indexes in the top five are the reliability of the information content, information rich content, modern facilities, using information services facilities conveniently, getting information with very little money.Secondly, the total average value of actual status which tourists evaluate on Guilin public information service status is3.394. The first five factors tourists comment are useing information services and facilities conveniently, the reliability of the information content, the timeliness of information delivery, getting information process with little money, and the large amount of informationrich in content.Thirdly, in the mean pairing of the six categories of tourism public information service evaluation factors, the comparative result of the smallest difference is perceived risk, and the result is difference0.63817. Similarly, the biggest difference among the mean results is the quality of services and facilities, and the score is0.91975.Fourthly, from the IPA grid map,tourists are quite satisfactory in useing information services and facilities conveniently, the full functions in information services, the service attitude, service efficiency, the reliability and richness of information content, the practical effects of the information, timeliness of information delivery and the cost of money. There are some shortcomings in the modernization and standardization of information services and facilities, service skill, personalized service, updating information timely, two-way communication, handling complaints in a timely manner, cost, physical cost, and the risk of leakage of personal information. In connection of the problems of Guilin tourism public information services, this article gives some recommendtions from three fields of service facilities, services, content and services.Customer perceived value theory applied to the evaluation of tourism public information service is an innovation of this article. On the basis of Customer perceived value, this article makes a preliminary exploration on evaluation of the tourism public information services. As a case study in Guilin, it annlayzes the problems and provides some recommendations. Finally, the lack of paper and subsequent developments are discussed.