Public Service Promotion Research Of Qixingyan Scenic Area In Zhaoqing Based On The Public Satisfaction Survey

Under the new economic norm,tourism has changed from a general industry to a strategic pillar industry.Under the influence of many favorable factors such as the tilt of national policies,the continuous increase of national disposable income,and the huge local tourist source market,domestic scenic areas have developed rapidly in recent years.At the same time,however,the public service in the domestic scenic areas are faced with problems such as insufficient effective supply,low operational efficiency,unbalanced development,low level of informatization,institutional barrier,and insufficient protection policys,the task of improving weak links is very arduous.The Qixingyan Scenic Area in Zhaoqing City is regarded as a national key tourist attraction and a national AAAA-level tourist area,although its management is relatively perfect,there are some problems in public service that need to be solved urgently.Therefore,it is particularly important to carry out research on public service upgrading in Qixingyan Scenic Area.This paper firstly sorts out the relevant theoretical results of public satisfaction and public service in scenic area at home and abroad.Based on the advanced satisfaction evaluation model at home and abroad,combined with the actual situation of domestic tourism and Qixingyan Scenic Area,the public satisfaction model of public service in Qixingyan Scenic Area is constructed.After proposing the research hypothesis and designing the questionnaire,this paper uses the questionnaire survey and data analysis for empirical research.The research finds out problems and possible causes of public service in Qixingyan Scenic Area in terms of service and management,infrastructure,brand image,etc.Then,from the aspects of improving the quality of service and management,improving the foundation and supporting facilities,enhancing the image of the scenic area,exerting the role of the government,and reforming the management system of the scenic area,the countermeasures for improving the public service of the scenic area are proposed.This paper aims to improve the public service level of Qixingyan Scenic Area,promote the sustainable development of the scenic area and the construction of service-oriented government.