旅游公共服务质量对旅游目的地形象的影响

The Impact of Tourism Public Service Quality on Destination Image

随着国内自助游迅速发展,游客在出游过程中对目的地的选择除了关注吸引物之外,对该地区旅游公共服务质量的要求也越来越高。本文以游客感知的旅游公共服务质量为切入点,对广东省主要旅游目的地688位游客进行了问卷调查,采用结构方程模型进行数据分析。结果显示:旅游公共服务质量正向影响游客的总体满意感、游客对政府的信任感和旅游目的地形象;游客满意感正向影响游客对政府的信任感和旅游目的地形象;游客对政府的信任感正向影响旅游目的地形象。

Along with the rapid development of independent travel, tourists are increasingly concerned about the quality of tourism public service with the exception of？ destination attractions during the choice of destination. This study took tourist perception of tourism public service quality as the breakthrough point and conducted a questionnaire survey among tourists. Data from 688 visitors were collected from major tourist destination of Guangdong Province, and SEM （ structural equation modeling） was adopted for data analysis. The results are concluded as follows ： 1 ）. Quality of tourism public services has a positive effect on tourist overall satisfaction, tourist trust in the government and destination image; 2）. Tourist satisfaction is positively associated with tourist trust and destination image; 3 ）. Tourist trust in the government has a significant positive impact on destination image. The study concluded with a discussion of theoretical, managerial implications and future research direction.