Research On The Influence Of Tourism Public Service Quality On Tourists' Behavior Intention

With the development of the tourism industry,the competition of tourism resources among tourism destinations has gradually transformed into a comprehensive level of competition with tourism product,tourism public service,and destination image.Popular and individualized travel modes have also put forward higher requirements for the supply quality of tourism public service.The quality of tourism public services has become an important indicator of the competitiveness of destinations.At present,domestic research on tourism public service mainly focuses on the construction of theoretical systems,including the definition of connotation,the supply system,and the content composition,but there is less research on the quality of tourism public service and tourist behavior intention.Based on this,this paper studies the tourists' perception of tourism public service quality,and introduces destination image and destination trust as intermediary variables in order to enrich the research results of tourism public service quality and provide a theoretical basis for the development of tourism public service.This paper uses Xiamen as a case to conduct empirical research,and uses data analysis software such as SPSS22.0,AMOS21.0 to perform descriptive statistical analysis,reliability and validity analysis,analysis of variance,and model testing on the survey data.The following research conclusions are obtained:(1)The quality of tourism public service is a second-order factor consisting of five factors;(2)Tourism public service quality is positive significantly affect destination image,destination trust,and behavioral intention;(3)Tourists' destination image and trust positively significantly affect behavior willingness;(4)Tourist destination image positively significantly affects destination trust;(5)There are multiple mediating effects between tourism public service quality and behavioral intention.This study conducts an empirical test on the relationship between tourism public service quality and behavioral intentions,verifies the intermediary effects of destination image and destination trust,expands existing research,and improvestourism public service quality.Put forward development suggestions on establishing a good destination image and enhancing tourists' trust in the destination.