The Effects of Perceived Cultural and Tourism Public Services on Visitor Satisfaction and Quality of Life: A Multiple Mediation Model

The provision of cultural and tourism public services in tourism destinations exerts a substantial influence on visitor experience and their overall quality of life. The current study applied structural equation modeling to empirically investigate the relationship between perceived cultural and tourism public services of visitors and their quality of life. Additionally, the mediating effects of perceived value, expectancy disconfirmation, and satisfaction in the above-mentioned influence relationship was also explored. In order to collect data, a field survey was conducted in a world heritage site located in Nanjing, Jiangsu Province, China. A total of 550 questionnaires were delivered, out of which 518 valid questionnaires were retained for subsequent analysis. The results demonstrate that perceived cultural and tourism public services of visitors have significant and positive influence on their perceived value, and visitors' perceived value has a positive effect on their expectancy disconfirmation. Moreover, there is a strong and positive relationship between visitors' expectancy disconfirmation and their satisfaction and quality of life. Additionally, the mediating effect of perceived value, expectancy disconfirmation, and satisfaction exist, and these three mediating variables serve as full mediators. The present study addresses the theoretical and practical implications, limitations, and potential areas for further research.