Study On The Optimization Of Government Function In The Process Of Tourism Complaint Handling

Tourist complaints is one of the main factors to evaluate the quality of tourism services in an area.It is an important entry point to improve the quality of tourism service.The handling of tourist complaints is an important aspect of the tourism administration to supervise the quality of tourism service.Through the research on the treatment of tourism complaints,we can make reasonable suggestions on the optimization of government functions in handling tourist complaints and provide practical measures to improve the quality of tourism services.As Yangzhou is a famous tourist city,the first national historical and cultural city and the first batch of Chinese outstanding tourist city,its government take the tourism industry as a permanent basic industry.With Yangzhou's rapid economic development,the number of tourists increased year by year,tourism consumption is increasing either,and damage to the interests of tourists have occurred,all kinds of tourist complaints resulting also increased year by year,this phenomenon seriously affected the healthy development of the tourism industry.Based on the analysis of the number,distribution,proportion and satisfactory results of the complaints in the three years from 2013 to 2015,this paper introduces the good practices and results of the Yangzhou tourism complaint handling.The problems and challenges in the handling of complaints include:the government's cultural functions are not fully developed,the civilized tourism environment is not formed;the social functions are not fully exercised;the self-management capacity of the industry needs to be improved;the government organization functions are not running effectively.In order to solve these problems and challenges,the following are suggestions:perfecting the function of public service,to build a service-oriented government;optimizing management functions,to promote the tourism market standardization;make full use of government coordination functions,so can improve the tourism supervision system;government give full play to the cultural function,so promote cultural tourism environment sustainable development;the government plays the function of control,to protect the reasonable settlement of tourism complaints.At the same time,this paper also points out that this study is representative and reference for other similar tourism cities,which is helpful for the government to innovate the tourism complaint handling.