Research On The Relationship Between Perceived Tourism Public Service Quality,Tourists' Satisfaction And Post-visiting Behavioral Intentionof Festival Activities In Ethnic Areas

Under the popularization and development of tourism industry,the contradiction between the universal demand of tourism public service and the unbalanced regional development of tourism public service has been increasing day by day.The tourism public service system has become the basic construction field of Chinese government to improve public service and become the necessary elements to adapt tothe new situation of tourism development.In particular,how to improve the quality of tourism public service,combines with the advantages of local tourism resources,improve tourists' satisfaction and influence the future behavior of tourists in the minority areas where the economy is underdeveloped,the public serviceis insufficient and the tourism resources are endowed,and finally Enhance the competitiveness of tourism and realize the promotion of festive tourism in ethnic areas,which is the main purpose of this study.Thus,this paper chooses sun Buddha festival in Labrang Monastery of Gannan Tibetan Autonomous as a case.Analyzes the relationship and Its mechanism of action.betweenperceived tourism public service,tourists' satisfaction and post-visiting behavioral intentions under festival scene in ethnic areas.This research is Bases on thePlanning behavior theory and cognitive theory of emotion,firstly,discusses the conceptual definition and research summary on the tourism public service perception,tourists' satisfaction and post-visiting behavioral intention,and constructs the government-oriented tourism public service system in ethnic areas.Secondly,on the basis of literature review,this paper introduces the model framework of tourists 'overall satisfaction as an intermediary,analyzes the influence of tourists' perceived tourism public service quality on tourists' post-visiting behavioral intention,and constructs the theoretical framework model.The hypothesis of this paper is that the perceived quality of tourism public service has a positive effect on the post-visiting behavioral intention,while the overall tourists' satisfaction plays a mediating role between perceived tourism public service and post-visiting behavioral intention.Finally,based on the question survey on 300 questionnaires who participated in the sun Buddha festival in the year of 2016,test the hypothesis and theoretical model of the data,such as factor analysis and reliability validity.This paper Measured the three variables of the theoretical model,the perce ived tourism public services includes five aspects: “Tourist traffic service”,”Tourism infrastructure service”,”Tourism security service ”,”Tourisminformation services”,”Tourismenvironmental services”.Tourists' satisfaction is measured by three parts:”reaching the expected value ”,“feeling the cost is very worth” and “comparing with other travel experiences,and being more satisfied with this scenic spots ”,and tourists' post-visiting behavioral intention is based on “revisiting” and “recommending willingness”.This paper found out that tourists' perception of public services are divided into five factors” Secondly,through inspection of structural equation model,the ” Tourist traffic service” factor,”Tourisminfrastructure service”factor,”Tourism security service” factor,Tourism environmental services” factor proved to have a significant positive impact on the tourists' satisfaction,there was a significant positive correlation between tourists' satisfaction and post-visiting behavior intention.What's more,”Tourist traffic service” factor,”Tourisminfrastructure service”factor and ”Tourism security service”factor also have a significant positive correlation with tourists' post-visiting behaviors.Finally,through the IPA research on the tourists' perceived tourism public services,provide an important inspiration to the future development in ethnic minority areas.