Abstract: Achieving the development and prosperity of tourism in ethnic areas is of strategic significance to the implementation of the rural rejuvenation strategy, the establishment of a modern economic system, and the realization of the common development of all ethnic groups. Whether it is to achieve self-improvement or improve service quality, it is necessary to inspire tourism service personnel in ethnic areas to become more service-oriented citizenship behavior. Taking 338 tourism service workers in ethnic areas as research objects, a Multi-level regression model was conducted to explore the impact of person-organization fit of service personnel in ethnic areas on service-oriented citizen behavior. This paper found that the person-organization fit of tourism service personnel in ethnic areas had a positive effect on service-oriented citizenship behavior; the complementarity-combination was more likely to arouse the service-oriented citizenship behavior of service personnel; the service atmosphere had a moderating effect on the influence of person-organization fit on service-oriented citizen behavior: when the service atmosphere was strong, the impact of person-organization fit on service-oriented citizen behavior was significantly enhanced, conversely, this effect was significantly weakened.

Key words: ethnic areas, tourism service, service workers, person-organization fit, service-oriented citizen behavior