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With the rapid development of mass tourism, the rapid growth of the small niche market, the public services of the tourist destinations proposed higher requirements, and makes the travel public service study very need. in the tourism process, in order to achieve the purpose of travel, the tourist destination catering, accommodation, transportation, sightseeing, entertainment, shopping, information consulting, Protection of the Rights and Interests of other auxiliary facilities and services are inseparable. The view of the tourists on the evaluation of the public services of the tourist destinations, not only affects the psychological behavior of visitors, and would affect tourism destination tourism image, and in turn will affect the healthy development of tourist destination tourism. Based on this, the article take Xi’an as an example, trying to build the tourism public service system, to explore the tourists satisfaction rating for the system and its impact on cognitive tour, hoping to further enrich the tourist public system and promote the tourism public service system development.The research take Xi’an as a study case, whether it is in the history or in the current reality of the state, it has an important position in china. Xi’an has a long history and rich in cultural resources and heritage; Xi’an is one of the world’s four ancient capitals, the national first batch of historical and cultural city; at the same time, our country given a strong policy to support Xi’an tourism development from macro and micro policy aspects. Based on this, how to further improve the tourism public service and promote the sustainable development of Xi’an Tourism has become the focus of the study.This article relying on the National Natural Science Foundation project "tourist flows and destination coupling:factors, models and mechanisms (NO.41271158), based on the theoretical basis of multi-disciplinary and the reality tourists evaluation perspective;take public service explore three research themes:(1) build the tourism public service system measurement scale and exploring tourism public service system factors;(2) use structural equation modeling analysis the Xi’an Tourism satisfaction evaluation of public services, and analysis the public service satisfaction evaluation cognitive impact to the tourists;(3) use IPA analysis method, analysis the tourism public service system, in order to clarify the measurement strengths and weaknesses of the terms and improve the tourism facilities and services of the public service.The main conclusions of the study as follows:(1) domestic tourists travel impacted by distance attenuation law and the level of economic development;travel groups major in the young and middle-aged, company staff, management staff, students and professional and technical personnel;college and higher education accounted for the majority tourists.(2) Tourist expectations after the trip, overall satisfaction and revisiting willingness presented a decreasing trendcy, but tourists have a high willingness of recommend and satisfy about Xi’an tourism.(3) Tourist satisfacty to the tourism public service measurements Terms; but the shopping credibility, complaint handling, entertainment facilities satisfaction evaluation have a lower scores.(4) Through exploratory factor analysis, build the tourism public service satisfaction measurement system.30measured terms and seven major tourist public services common factor systems were extracted, including the factor of transportation services, tour and shopping service factor, information consulting service factor, the equity security services factor factor of catering and accommodation services, entertainment services factor, the attitude of factor.(5) The satisfaction of the public service system of the tourists have a impacted on travel perception. In seven major factor dimension, tours and shopping services the greatest impact on the the travel public service satisfaction; catering and accommodation services on the travel public service satisfaction minimal impact. The travel public service satisfaction have the greatest impact on overall satisfaction for tourists; minimal impact on before the tourist travelling.(6) Through the IPA analysis, there are13items in the advantages District,7items in the improvement district,13items in the opportunity zone,5items in the maintenance area, we know that, there are still more zone for improvement Xi’an Tourism public service.The innovation of the study as follows:(1) Select the typical western cities to carry out the travel public service system satisfaction exploratory research, and analysis the impact of public service satisfaction on tourists’ awareness after their travelling, we improve and optimize the existing research through building the public service satisfaction survey system On the depth and breadth of in urban tourism; at the same time,through questionnaire design and survey, confirmatory analysis the tourism public service satisfaction survey system.(2) Through selected exploratory factor based on reality tourists, analysis the Xi’an tourism public service satisfaction, further complement and enrich the content and framework of previous studies. According to the questionnaire data, establish a higher order reflect-type model of the travel public service satisfaction, may further clarify the influence degree about each items on the the travel public service satisfaction. Use the IPA method analysis tourists on the tourism public service terms may clear understanding the advantages and disadvantages of each measurement and provide a theoretical reference to further improve the Xi’an Tourism public service facilities.
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