Construction And Empirical Study Of Rural Tourism Public Transport Service Satisfaction Model

Rural tourism has shown a rapid development in recent years,and more and more tourists begin to flock to rural areas.The increasing tourists in rural areas puts forward higher requirements for related supporting facilities,especially the allocation of public transport service facilities and the quality of service,which will not only affect tourists'choices of public transport,but also directly affect the overall evaluation of rural tourist sites.In view of the imperfection of public transport facilities and low service awareness in rural tourism areas,this paper,from the perspective of satisfaction,takes the rural tourism areas around Hangzhou as an example,makes an empirical study on satisfaction with public transport services,and further explores the problems existing in rural tourism public transport services.What's more,relevant suggestions are given.Satisfaction research has always been the focus of academic attention,and formed a satisfaction theory as well as satisfaction index model.Satisfaction quantitative research has gradually penetrated into various disciplines,providing reference for the improvement of product and service quality in various fields.Based on the customer satisfaction index model of our country,this paper comprehensively considers the various influencing factors of rural tourism public transport service satisfaction,and selects relevant observation indicators in combination with the particularity of rural tourism areas around Hangzhou,constructs a rural tourism public transport service satisfaction index model(RTFCSI),through the statistical analysis software SPSS and AMOS,the measurement model and structural model are empirically tested,and the following conclusions are drawn:First,perceived quality directly and positively affects the perceived value of tourists,and then positively affects,the satisfaction of tourists,and the satisfaction of tourists determines whether tourists take public transport.Second,tourists'expectations have negative effects on tourists' perceived quality and perceived value.Third,brand image has a direct and significant impact on tourists' expectations,perceived value and whether they choose to take public transport.Fourthly,in the perceptual quality,tourists attach great importance to the security of rural tourism public transport,and the demand for information service of public transport service is getting higher and higher.Based on the results of satisfaction survey and model analysis,combined with the characteristics of rural tourism,this paper puts forward the following suggestions:First,speed up infrastructure construction and optimize service functions.Re-planning and construction of transportation infrastructure in rural tourist destinations will better serve the operation of public transport.Second,improve operational mechanism and improve operational efficiency.The line operation plan is scientifically designed to meet the travel needs of tourists.Third,enhance public transport information service and promote service upgrading.Promote rural network optimization and build rural public transport information network platform.Fourth,attach importance to training management and ensure safe operation.Train the relevant staff of rural public transport system to ensure the safe operation of rural public transport.Fifth,strengthen brand image building and encourage green travel.Build a brand image of rural tourism public transport services,establish a good reputation,encourage more people to take public transport with green travel.