Research On The Promotion To Improve Tourism Public Services Under The Perspective Of Culture And Tourism

Under the background of high-quality development,the upgrading of tourism public services is an important entry point for China’s culture and tourism to achieve high quality development.As an important index to measure the development of culture and tourism,the development of tourism public service is an important foundation for the sound and rapid development of culture and tourism.With the continuous and in-depth integration of cultural industries,cultural undertakings and tourism,tourism public services urgently need to expand the content and level of supply in terms of quality,tourist demand,and cultural connotation.The continuous improvement of tourism public services can not only promote the sustainable development of tourism destinations,but also meet the psychological expectations of tourists and enhance their willingness to travel in depth and revisit.China has entered a new period of development in the "14th five year plan",domestic tourism consumption is expanding,supply-side reform is upgrading,the development of culture and tourism is gradually evolving from product-oriented to service-oriented,and there is an urgent need to continuously generate new scenarios of tourism consumption through technological innovation.At present,researches on tourism public services at domestic and foreign have achieved certain results.However,scholars at home and abroad focus more on the connotation and special research of tourism public service,and there is a relatively lack of satisfaction evaluation research on specific cases from the perspective of cultural and tourism integration.In view of this,thesis dissertation selects Tianjin as a case site to conduct IPA on tourism public services.First of all,thesis dissertation makes a classification overview of tourism public services,tourism public service systems,integration of culture and tourism.Secondly,thesis dissertation sorts out the concepts of public services,tourism public services,integration of culture and tourism,and on the basis of public choice theory,new public management theory,and polycentric governance theory,based on previous studies,combine with the characteristics of service provision,tthesis dissertation studies the current situation of regional service provision,the questionnaire items are designed from four aspects of tourism public information,tourism public safety,tourism public transportation and tourism convenience services,as well as 12 indicators,specifically including: tourism guide service supply,tourism offline information service,tourism online information service,tourism emergency rescue facilities,tourism accident insurance,tourism health and catering safety,tourism external transportation access,connecting transportation between scenic spots,transportation infrastructure in the city,tourism toilet comfort and hygiene,coverage of barrier-free facilities,and cultural display of tourism places.To obtain the data of tourists’ evaluation of the importance-performance degree of tourism public services in Tianjin.The demographic characteristics,descriptive statistical analysis and IPA analysis of the samples were carried out through the questionnaire survey data.Finally,according to the research,the problems of tourism public services in Tianjin are concluded,including: insufficient construction related to tourism public information,unbalanced tourism public transportation access,insufficient tourism public safety emergency reserve,single main body of tourism public service supply,and the integration of cultural tourism in tourism places needs to be deepened.And accordingly,propose targeted countermeasures and suggestions,including: activating digital cultural and tourism public information services,accelerating tourism public transportation interconnection construction,improving tourism security crisis planning capacity,promoting the participation of multiple subjects in tourism services,and jointly building tourism places cultural and tourism mutual integration and co-prosperity.Through the thesis dissertation,it is concluded that the source group of Tianjin is mainly middle-income level tourists,and overall presents a younger source,with generally higher education level,more student groups and more female tourists.The overall supply of tourism public services in Tianjin is average,and the integration of culture and tourism public services is insufficient.The I(importance evaluation)and P(performance evaluation)of tourism public services in Tianjin are between generally important(satisfaction)and relatively important(satisfaction),and there is more room for improving the supply content and quality.It is possible to deeply integrate culture and tourism public services,innovate cultural promotion and display of tourism places,and cater to tourists’ needs.Through technical intake,institutional protection,incentives to increase the power of the way to achieve the mutual integration of cultural and tourism public services,and create tourism public services level of quality upgrade.