Study On The Problems And Optimization Of Tourism Public Service In L Town

Along with the development of economic society, people’s demands of material civilization and the spiritual civilization grows day by day. And their traveling requirements changes everyday. The travelers are no longer satisfied with the fast-food-type tour such as “dao ci yi you”. They pay great attention to the feelings during the entire process of tour, which set a higher request to the tourism public service. As the main supplier of tourism public service, local government has certain blind spot and erroneous view to it, which causes the local tourism public service remains questionable.The ancient town of L is both a scenic area and a community, where remains precious historical and cultural site and local residents. Seek a balance among every stakeholder and meanwhile optimize the tourism public service of L town has become an important direction during administration. On the basis of demonstrating classical management theory of new public management, new public service and public product and reviewing relevant literature, this article clarifies the connotation and appraisal method of tourism public service. The basic data of tourism public service in L town is collected by on-the-spot investigation and questionnaire survey. And then work with the data by the factor analysis and IPA analysis using SPSS software. With comprehensive consideration of qualitative and quantitative research result, we can find out certain problems in tourism public service in L town from the perspective of tourists’ perception. And then analyze the reason from three respects. Finally make some suggestion on optimizing tourism public service in this region.The main text altogether divides into five parts. The first part is an introduction,which elaborates the background and significance, the research aim and content, theresearch idea and method of this thesis. In order to get a better understanding on tourism public service, classical theory and literature review are described in the second part. The third part carries on the analysis of questions in tourism public service in L town. Step 1: design and carry out the questionnaire, collect the data from tourists.Step 2: make data analysis using SPSS18.0 software, establish 7 factors of tourism public service in L town. Step 3: analyze each item in every factor, in order to find out each factor’s problem. The fourth part research the reason of problems mentioned above from three aspects including social aspect, supply aspect and demand aspect.The fifth part gives some proposals of optimization to the government. Such as making a clear idea on tourism public service, following some important principles, providing necessary protection on policy, and improving the 7 factors in order of priority. Finally in the end of the text, summarize the process and achievement of this research as well as explain the insufficiency and limitation.