旅游公共服务质量的提升:游客导向和创新导向的驱动作用

在将旅游业发展成为国民经济的战略性支柱产业和人民群众更加满意的现代服务业的过程中,旅游公共服务发挥着重要作用。对于政府管理部门内部有哪些因素会促进旅游公共服务质量的提升,学术界鲜有实证研究。本文从旅游行政管理部门的角度出发,构建了游客导向、创新导向、跨部门协调对旅游公共服务质量的影响模型。对广东省32个主要客源市场的旅游行政管理部门的309位工作人员进行了问卷调查,探讨旅游公共服务质量提升的驱动因素。结构方程模型结果显示,游客导向、创新导向和跨部门协调都有助于旅游公共服务质量的提升,跨部门协调中介游客导向对旅游公共服务质量的影响。本文在理论上弥补了旅游公共服务质量前因研究的空白,对旅游行政管理部门如何更好地提升旅游公共服务质量具有借鉴意义。

Promotion of Tourism-Related Public Service Quality: The Driving Effect of Tourist Orientation and Innovation Orientation

Tourism-related public service plays an important role in the process of developing tourism into a modern service industry that satisfies consumers and serves as a strategic pillar of the national economy.From the perspective of tourism administration,this paper builds a model of tourist orientation,innovation orientation,cross-departmental coordination,and tourism-related public service quality based on the new theory of public service and holistic government.The methodology involved giving questionnaires to 309 officials of tourism administrations located in 32 major touristgenerating markets of Guangdong province.The results of structural equation modeling(SEM)indicate that tourist orientation,innovation orientation,and cross-departmental coordination can improve the quality of tourism-related public service.Moreover,crossdepartmental coordination can also enhance the effect of tourist orientation on tourismrelated public service quality.This paper fills in the theoretical gap in the antecedent research of tourism-related public service quality.It also expands the work on market orientation and enriches scholarly understanding of the administrative competencies of a service-oriented government.In practice,tourism administrations at various levels should strive to create an atmosphere conducive to providing quality services for tourists(tourist orientation),pay attention to innovation(innovation orientation),and strengthen coordination and resource sharing among relevant departments within the government,as well as with service departments of other public sectors(cross-departmental coordination).Future research could explore the broad connotations of tourism-related public service,and investigate other factors within tourism administrations that may affect the quality of tourism-related public service.