旅游公共服务游客认知评价的实证研究——以西安市入境旅游为例

Positivism Study on Tourist Cognitive Evaluation of Tourism Public Service——A Case Study of Inbound Tourist in Xi'an City

以旅游公共服务游客认知评价为研究对象,选取热点入境旅游城市西安市为实证案例,以SPSS21.0对调研数据进行探索性因子分析,提取入境游客旅游公共服务认知评价的四大主成分,提出研究假说并构建假设模型;应用AMOS21.0进行模型修正和拟合度检验;通过极大似然估计法进行路径计算,得出旅游公共服务游客认知评价结构模型分析结果并进行解读。研究发现,"交通、信息、安全和通讯"对入境游客旅游公共服务认知评价影响显著;"信息—安全—通讯—交通"对旅游公共服务评价影响程度呈逐次递减规律;入境游客对景区内旅游公共服务认知评价好于城市整体。研究结果可为完善西安市旅游公共服务,促进其入境旅游发展提供借鉴。

By taking the cognitive evaluation of inbound tourists as the research object, this investigation selected Xi＇an, the hot inbound tourism city, as an empirical case, and then applied SPSS21.0 to analyze the validity and reliability coefficient of the research data in accordance with the ro- search contexts. This paper extracted four principal components of inbound tourists in Xi＇ an public service by exploratory factor analysis and estab- lished the inbound tourist cognitive evaluation mode of the Xi＇an City based on all above, presenting out research hypothesis. Then did mode modifica- tion and test goodness of fit analyzed by the AMOS21.0,and lastly calculated the path of this hypothesis mode with the maximum likelihood estima- tion. Through the analysis, it was found that： Firstly, tourism public traffic, public information, public security and public had a notably significant effect on the cognitive evaluation of inbound tourists to tourism public service. Secondly, the impact of public information- public security - public communication - tourism public traffic were dropping off in order. Finally, from the viewpoint of inbound tourists, the tourism public service in tourist places was superior to those of the city. In the end, aiming at the 4 principal components and the 5 chief evaluation indexes, this paper put up corresponding advice to improve the tourism public service of Xi＇ an, attempting to offer the reference for the development of inbound tourism in Xi＇ an.