【作者】 郭洁；

【导师】 程钢；

【作者基本信息】 石河子大学 ， 农村发展（专业学位）， 2023， 硕士

【摘要】 乡村旅游就是将乡村地区或者郊区作为旅游目的地,利用乡村与城市在自然景观、民风民俗、旅游方式等方面的不同吸引游客进行消费的旅游方式。2017年以来我国乡村振兴战略的逐步深化加快了乡村地区的发展步伐,乡村旅游作为助力进乡村振兴的重要途径在我国遍地开花,并受到广大游客的青睐,高质量、高水平的乡村旅游公共服务也成为游客的普遍性需求。因此在旅游产业快速发展的趋势下,提升乡村旅游公共服务水平几乎成了促进乡村旅游发展的首要任务。本文的研究对象是克拉玛依市小拐乡乡村旅游公共服务,调查对象为曾经到小拐乡旅游过的游客,研究方法采用文献研究法、访谈法、问卷调查法、结构方程法(SEM)以及重要性—满意度分析法(IPA)。本文通过对相关文献资料进行研读、搜集与小拐乡有关的资讯并对小拐乡旅游相关工作人员进行访谈,对小拐乡乡村旅游及其公共服务现状进行了梳理概括。在此基础上设计出以游客为调查视角的小拐乡乡村旅游公共服务评价表,由旅游公共交通服务体系、基础设施服务体系、安全保障服务体系、公共信息服务体系、旅游特色服务体系、公共环境服务体系、监管服务体系7个维度共30个指标组成。首先通过结构方程法对7个体系与游客总体感知之间的关系,以及游客总体感知与游客的重游意愿、推荐意愿之间的关系进行假设和验证,并通过数据反映出以上关系之间的影响程度,紧接着使用SPSS统计分析软件对30个调查指标的游客满意度进行重要性-满意度分析,得知游客的总体感知重要性为4.11,总体满意度为4.07,游客对小拐乡旅游公共服务的评价总体上满意度低于游客心中的重要性。将游客的重要性和满意度数据反映在象限图中,找出小拐乡目前在旅游公共服务方面需要改良的乡村旅游公共服务指标和急需改进的乡村旅游公共服务指标,得出小拐乡在旅游公共服务方面主要存在的问题有卫生设施服务不到位、景区旅游安全机制不健全、景区餐饮业态单一、生态环境有待改善、缺乏有效的监督和投诉措施、经营人员专业化水平低6个,最后,针对小拐乡乡村旅游公共服务存在的问题,提出相应措施:(1)提升景区卫生服务水平、(2)健全旅游公共安全服务保障体系、(3)丰富景区餐饮业态、(4)加大景区消费环境监管力度、(5)构建投诉及意见处理机制、(6)提高经营人员的专业化水平、(7)提升旅游产品的品质、(8)深入挖掘特色文化。更多还原

【Abstract】 Rural tourism is a tourism way that takes rural areas or suburbs as tourism destinations and uses the differences between rural and urban areas in natural landscape,folk customs,tourism methods and other aspects to attract tourists for consumption.Since 2017,the gradual deepening of China’s rural revitalization strategy has accelerated the pace of development of rural areas.Rural tourism,as an important way to promote rural revitalization,has blossomed everywhere in China and is favored by the majority of tourists.High-quality and high-level rural tourism public services have also become the universal demand of tourists.Therefore,under the trend of rapid development of tourism industry,improving the level of rural tourism public service has almost become the primary task to promote the development of rural tourism.The research object of this paper is the public service of rural tourism in Xiaoguai Township,Karamay City,and the survey object is the tourists who have visited Xiaoguai Township.The research methods include literature review,on-site interviews,questionnaire surveys,structural equation modeling(SEM),and importance satisfaction analysis(IPA).This article summarizes the current situation of rural tourism and public services in Xiaoguai Township by studying relevant literature,collecting information related to Xiaoguai Township,and conducting interviews with tourism related staff in Xiaoguai Township.On this basis,a tourism public service evaluation table for rural tourism in Xiaoguai Township was designed from the perspective of tourists,consisting of 30 indicators from 7dimensions: tourism public transportation service system,infrastructure service system,safety guarantee service system,public information service system,tourism characteristic service system,public environmental service system,and regulatory service system.Firstly,the relationship between the 7 systems and the overall perception of tourists,as well as the relationship between the overall perception of tourists and tourists’ willingness to revisit and recommend,was hypothesized and validated through structural equation method.The degree of influence between the above relationships was reflected through data.Then,the importance satisfaction analysis of 30 survey indicators was conducted using SPSS statistical analysis software,and it was found that the overall perceived importance of tourists was 4.11,The overall satisfaction rate is 4.07,and tourists’ evaluation of the tourism public service in Xiaoguai Township is generally lower in satisfaction than the importance in tourists’ minds.Reflect the importance and satisfaction data of tourists in the quadrant chart,identify the rural tourism public service indicators that need to be improved and urgently need to be improved in Xiaoguai Township’s tourism public service.It is concluded that the main problems in Xiaoguai Township’s tourism public service include inadequate sanitation facilities and services,incomplete tourism safety mechanisms in scenic areas,single catering formats in scenic areas,and the need to improve the ecological environment Lack of effective supervision and complaint measures,and low level of professionalism among operators.Finally,in response to the problems in rural tourism public services in Xiaoguai Township,corresponding measures are proposed:(1)improve the level of health services in scenic areas,(2)improve the tourism public safety service guarantee system,(3)enrich the catering industry in scenic areas,(4)increase the supervision of the consumption environment in scenic areas,(5)establish a complaint and opinion handling mechanism(6)Improve the professionalism level of business personnel,(7)enhance the quality of tourism products,and(8)deeply explore unique culture.更多还原