Research On The Evaluation Of Tourist Satisfaction For Tourism Public Service In Old Towns

Recently, the rising variety of independent travels(e.g. self-driving,backpacking, tour pal etc.), which as a trend of replacing the traditional sightseeing tour,has made tourist relying on the tourism public service of the local government significantly. However, Chinese tourism industry was experiencing an uncommon model summarized as “inbound Tourism first, domestic tourism second and outbound tourism last”. In this model, the tourism management and service system tilts to the inbound tourists and tour groups, where the individual tourists were ignored in a long period. As a consequence, the construction of tourism public service delayed and the tourist satisfaction is low. Up to date, although qualitative method was adopted by many studies, the case study involving quality evaluation and satisfaction measurement is rarely used.In this thesis, a combination method of qualitative and quantitative analysis was used in the case study of Luodai old town,in order to propose an evaluation system of tourist satisfaction on the tourism public service in old towns. Three main works have been done in this thesis: 1. An evaluation system of tourist satisfaction on the tourism public service in old towns was built by reviewing the relevant literature and using the Delphi method, which was based on defining the intension and extension of the tourism public service. 2.An importance-performance questionnaire for the tourism public service based on the evaluation system was used to measure tourist satisfaction about tourism infrastructure,tourism market promotion and tourist rights protection in the Luodai old town.3.The IPA scatter plot was sketched according to the importance and performance of measurement items, the tourism public service deficiencies of the Luodai old town were revealed and several corresponding suggestions wereproposed.The main conclusions are: 1.There is a considerable difference of the tourism expectation and perception between the tourism infrastructure, tourism market Promotion and the tourists’ rights protection in Luodai old town.2.Tourism infrastructure, tourism market promotion and tourists’ rights protection have positive correlation with the overall satisfaction of Luodai old town.3. The demographic characters such as ages, travel experience and travel behavior have significant effects on the overall tourist satisfaction of the Luodai old town.The innovations of this paper are:Up to the present, studies were mainly focused on theoretical research, such as the definition of intension and extension of tourism public service, the construction of tourism public service system and the supply model of the tourism public service. Very few studies involved the quality evaluation and tourist satisfaction measurement.The existent articles were mainly focused on the important tourism cities such as Guilin, Xiamen etc. This research endeavored to build a satisfaction evaluation system of tourism public service in old towns by taking the Luodai old town as a sample for case study,finally proposed several practical suggestions for improving the tourism public service.