Rural Tourism Public Service Performance Evaluation Based on Analytic Hierarchy Process

Abstract

In recent years, more and more attention has been paid to the construction of rural tourism, and tourists’ demand for rural tourism public services has become stronger and stronger. Through the objective and fair evaluation of rural tourism public service performance, on the one hand, it is helpful to improve the overall satisfaction of tourists to rural tourism. On the other hand, it can also ensure the efficiency of public service financial investment and expenditure. Firstly, on the basis of theoretical summary and hierarchical analysis, this paper constructs the performance evaluation index system of rural tourism public service from five aspects of infrastructure services, public transport services, public information services, security services, and public environmental services. Then taking China as an example, the performance of rural tourism public service is evaluated by analytic hierarchy process. The results show that the construction of hard environment such as public transport services, security services, and infrastructure services is a key factor in the construction of rural tourism public services. Finally, according to the evaluation results obtained in this paper, some suggestions are put forward for the development of rural tourism and the improvement of public service quality in the future.