Research On The Improvement Path Of Rural Tourism Public Service In Yishui County From The Perspective Of Tourist Satisfaction

The normalization and modern marketization of tourism masses are the inevitable trend of the development of tourism industry,and improving the tourism public service system has become an inevitable requirement for the Chinese government to improve the level of infrastructure construction in the field of public service and conform to the tourism development trend of the latest format.On the one hand,with the new demand of tourism development,tourism public service is faced with the contradiction between the universality of tourist demand and the unbalanced development of tourism public service regions,especially in rural areas with underdeveloped economy,insufficient construction of tourism public service and insufficient resource endowment.On the other hand,the supply of tourism public services is not equal,sustainable or even enough to support the rapidly growing demand for tourism public services,which is facing more and more challenges,especially rural tourism.The main purpose and significance of this paper is to improve the public service quality of rural tourism,strengthen the complementary advantages of local tourism development,improve the satisfaction of tourists,generate good feedback,help increase the loyalty of tourists,and realize the ultimate goal of enhancing the competitiveness of rural tourism and improving the income of rural tourism.In view of this,this article selects the Yishui County,Linyi City,as the study case,the empirical analysis in the rural tourism activities,tourists to the satisfaction of the public service as well as the importance of specific indicators in each service,in this way,the formulation can meet the demand of the actual service supply order service indicators,improve the efficiency of the rural tourism development of public service.Based on the relevant discussions and research results proposed by previous scholars,this study defines the related concepts of tourism public service and tourism satisfaction and summarizes the research to clarify the content of government-led tourism public service system.Secondly,based on TPB and TRA theory,thinking to refine the past scholars research on tourism public service system of classification and correlation,combined with the author’s field investigation situation of more and more rural tourism the status quo of official statistics report design questionnaire,participated in the rural tourismactivities in 2018,213 visitors a sample of the randomness of questionnaire survey,after screening for data from a descriptive statistical analysis and factor analysis.Finally,according to the relevant experience and enlightenment of rural tourism practices at home and abroad and the results obtained from the sample analysis in this paper,the author puts forward the optimization path for the improvement of rural tourism public service level in Yishui county,providing important enlightenment for the development of rural tourism public service.