A Research On Qinhuangdao Tourism Public Service Quality Evaluation Based On Tourists’Perception

Along with the development of the tourism industry, the pure scenic spot as the maincontent of the resource competition has been turned into comprehensive competitonincluding tourism public service. Besides, tourism activities have been increasinglymoving towards a popularized, individualized and normalized trend, which put forwardhigher request to tourism public services of tourist destination in order to constantly adaptto the needs of the new situation. Tourism public service quality directly affects the imageof tourism destination, the comprehensive competitiveness and influence. As a nationalfirst batch outstanding traveling city, Qinhuangdao has become the domestic and foreigntourists keen leisure tourism destination, but in recent years, Qinhuangdao’s tourismdevelopment is not very ideal, the national tourist satisfaction report released by the ChinaTourism Research Institute shows that Qinhuangdao ranked behind among the50modelcities, so it still needs a great deal of ascension. From the perspective of tourists perceive,this paper get primary data through the questionnaire to construct tourism public servicequality evaluation model. And then, by using SPSS analysis software, this paper finds outthe main factors that affect Qinhuangdao tourism public service quality through factoranalysis, regression analysis, IPA and so on. At last, the paper proposes targetedimprovement measures to solve above problems.Firstly, the paper elaborated the backgrounds, implications, literature review, contentsand methods of the study. Then related concepts on tourism public services were definedand relevant theories were elaborated to provide theoretical ground and analysis tools forthe study.Secondly, based on SERVQUAL evaluation model and features of tourism publicservices, this paper constructs a tourism public services quality evaluation model and thenthis model has been adjusted based on different importance of every aspects which arecalculated by factor analysis, regression analysis and so on.Finally, the adjusted model has been applied into further research whose result shows that tourist’s expected value is much higher than perceived value obviously towardQinhuangdao tourism public services quality. Combine the adjusted model with IPAanalysis, another research result has been found out and it shows that8factors have themost serious impact toward Qinhuangdao tourism public services quality and thefollowing chapter proposes targeted countermeasure.