Research On The Construction Of Experience Tourism Product System Of Qiandongnan Ethnic Village

From the late 30 years of the 20th century, the study of tourism experience has become an important field of western academic tourism theory research. In the last decade, tourism experience and experience-based tourism product has become one of the hot spots of China’s tourism academic circles. At present, the scholars at home and abroad, has done a lot of research on the connotation, type and experience quality of tourism experience as well as experience tourism, which means the experience economy era is coming. In the context of the experience economy era, people’s consumption demand rising, consumer-oriented by buying the product, enjoying the service transition to experience, what the pursuit of the people is not only physical goods, but a kind of feeling, a memory and a personalized experience. Tourism as the most characteristic industry with the experience economy, most likely transform from the service product transformation to upgrade for the experience product.Qiandongnan is located in the southeast of Guizhou Province, in the 30000 square kilometers of land inhabited by 33 ethnic groups, a total of about 3.4 million minority population, is the largest region inhabited by the Miao and Dong and Miao and Dong original ecological culture center. Due to historical and geographical reasons, Qiandongnan has long been in a relatively closed state, the original ecological ethnic culture preservation is complete, unique, original ethnic culture, which is thousands of years of the precipitating of history, Chinese and foreign tourists, experts and scholars praised it as "the World’s Largest Ethnic Museum"," Human Weary Soul Finally Home", "the Human Preserved Oldest Ballad", "the World’s Most Friendly Tourist Destination", The United Nations World Cultural Foundation identified it as "one of the world recover one’s original simplicity, return to nature" of the ten major travel, The World Local Culture Protection Foundation awarded it one of the world’s 18 protected cultural ecological circles, it is also the most potential area for developing tourism industry in Guizhou Province. "Miao Countryside, Dong Village" s a symbol of national culture in Qiandongnan, total 3,296 ethnic villages in statewide, its rich and varied, unique tourism resources is a rare experience vector and matrix, which can meet people to pursue personal background and diversified tourism experience requirements. Currently, there are 36 ethnic villages for tourism development in different degree, but the tourism development at present also only stay in the shallow levels of tourism, single tourism product and the lack of personality characteristics, which can not meet the needs of tourists experience.The main purpose of this study is based on the characteristics of consumer demand under the experience economical background of people and tourism development status of Qiandongnan ethnic villages, to construct a system of experience tourism product to meet the needs of tourists, to make suggestions for the promotion of Qiandongnan tourism competitiveness of ethnic village. In this paper, according to basic research, theoretical research and case analysis, the final conclusion of the study route, to discuss related theories on the construction of ethnic village experience tourism product system, Firstly, On the basis of data mining and field research, trying to analyze the correlative researches in this area, to define related concepts, to analyze relevant theories. Secondly, according to the theoretical analytical framework of experience tourism product system construction, separately analyze its foundation, basis and products status quo, propose the construction goal of experience tourism products system. Thirdly, around the goal of experience tourism product system construction, to discuss the principle and method of it, and make an empirical analysis. Finally, use system-science cybernetics to structure optimal control model of experience tourism product system, put forward the optimization countermeasure of ethnic village tourism experience products system in Qiandongnan. This paper is divided into eight chapters, the main contents are as follows:The first chapter is introduction. Briefly introduce theoretical background and the background of research area, discuss the theoretical and practical significance of ethnic village experience tourism product system research in Qiandongnan. Carding current research about tourism experience, experience tourism product, tourism product system and ethnic village tourism, and then comment them. In this chapter, the author also introduces the research ideas, research methods, research content and main innovation of this paper.In the second chapter, the author want to carry on the limits and analysis of related concept, put forward the theoretical analysis framework of the experience tourism products system construction, the author also want to clarify the concept of ethnic village tourism, experience tourism product, tourism product system and so on, and to clarify the theoretical basis of this study, which including experience economy theory, tourism experience theory, System theory, and tourism product life cycle theory and so on at the same time. On this basis, giving the theoretical framework of experience tourism products system construction which is not a simple classification of tourism products, but its key point is "how to do", which is a dynamic process, including a comprehensive analysis phase and creative externalization phase. The comprehensive analysis phase includes the experience base (tourism resources) analysis, basis (market demand) analysis, product situation analysis of tourism product system; the creative externalization phase includes the goal, method and optimization of experience tourism products system construction.Based on the above analysis of the theoretical background, Chapter 3-Chapter Ⅶ are the main parts of this paper.The third chapter focuses on the foundation (the tourism resource analysis) of experience tourism products system construction in Qiandongnan. Based on introducing the Qiandongnan ethnic villages where the regional general situation, combined with the characteristics of experience economy era, to redefine classification according to the category of tourism experience, tourism resources, different experience function, tourist experiences demand and other aspects, and then the author divided tourism resources in Qiandongnan into four categories: natural ecological resources, tangible ethnic cultural resources, Process, event of national cultural resources and intangible national cultural resources. Put forward the tourism resources experience suitability evaluation method can start from three aspects:tourism resources whether meet the needs of tourist experience, intelligibility and plasticity of tourism resources, the richness of tourism resources can be converted to the different type of experience tourism product. Through the evaluation, conclusions are drawn as follows:Qiandongnan is rich in resources for ethnic village tourism development, can meet the tourist s’experience requirements, tourism resources with strong intelligibility and plasticity, numerous tourism resources can be converted to the different type of experience tourism products.The fourth chapter focuses on the basis (the market demand analysis) of experience tourism products system construction in Qiandongnan. Considering the market demand in the important strategic position of basis in the experience tourism products system construction, using SPSS statistical analysis, IPA (Importance-Performance Analysis) analysis method for the analysis of the survey questionnaire. The analysis revealed that:at present ethnic village tourism products in Qiandongnan are less attractive to tourists from outside province, the tourist residence time is short. There are six major motivations for tourists to Qiandongnan:the folk custom activity experience motivation, tourism motivation, to alleviate the pressure of motivation, physical exercise motivation, national culture of learning motivation and interpersonal communication motivation. The reason of Tourists why come here, mainly want to experience, to participate in the local culture, but not just for sightseeing. The elements of tourists experience in ethnic villages in Qiandongnan includes four dimensions:theme experience, environment and atmosphere experience, facilities and product experience and activities and service experience. The reason why tourists are not satisfied with the current Qiandongnan ethnic village tourism product, because there is also a certain gap between the expectation of experience and the actual perception of tourists. Through the IPA analysis, finding the tourism products in ethnic villages in Qiandongnan tourists to experience need to focus efforts to improve, maintain the advantages, reduce its priority, supply possible indicators of excessive. There are significant differences in the properties of visitors to the importance of evaluating the experience constituent elements. According to the analysis result, thinks that the tourism development of ethnic village Qiandongnan should take advantage of the opportunity, in view of market demand characteristics to construct experiential tourism product system.The fifth chapter focuses on the goal of ethnic village experience tourism product system construction, which on the basis of analyzing the present situation of tourism products and taking the conclusions of market demand as the main basis. According to systematic theory, the author thinks the clear objectives of experience tourism product system construction is not only the core of tourism products system formation, but also the starting point and objective of experience tourism product system construction. Through the analysis, points out the purpose of ethnic village experience tourism product system construction in Qiandongnan is to satisfy tourists diversified, personalized experience requirements, refine the theme through experience and experience to create an atmosphere and experience the tourism product design, experience four major tourism product architecture step authoring experience tourism products and experiences in order to complete the whole process of tourism product system construction.The sixth chapter mainly discusses the principle and method of ethnic villages to experience tourism product system construction, and then carries on the empirical analysis. Around the goal of experience tourism product system construction above to build experience tourism product system from the following main steps:experience theme refining, experience atmosphere creation, experiential tourism product design, experience tourism product architecture. On the basis of analysis of the principles and methods of each step, select Tang an Dong village, Xijiang Qianhu Miao Village and Zhaoxing Dong Village three typical villages as examples, to respectively carry on the principle and method of experience theme refining, experience atmosphere creation, experiential tourism product design, To verify its validity and maneuverability. On this basis, and according to the six categories of tourists travel motivations, construct ethnic villages experience tourism product system architecture model in Qiandongnan, and divides ethnic villages experience tourism product there into four categories of ethnic village landscape experience products, national recreational sports experience products, ethnic cultural and educational experience products and national characteristics and cultural experience product. At last, points out experience tourism product is an open, hierarchical system, the purpose of developing different kinds of tourism products is to let tourists get different levels of experience, and to locate the developing content of all kinds of experience tourism products in Qiandongnan at the same time.The seventh chapter mainly discusses the optimization of Qiandongnan ethnic village experience tourism products system. This paper argues that, with the passage of time, tourists will produce more new experience needs. Therefore, the optimization of experience tourism product system is an important part of ethnic village tourism product system construction in Qiandongnan, is an important part to improve the tourism product system, is also an important means to promote the deepening of experience tourism product system to meet market demand. Based on the experiential tourism products system optimization connotation analysis, the author thinks experience tourism products system is an organic whole, in order to make the experience tourism products system can meet the changing needs of tourists under the optimization of control, should accord to the ideas of the control system of scientific theory, to construct "experience tourism products system optimization control model" based on the theory of system science, put forward the optimization countermeasure of ethnic village tourism experience products system in Qiandongnan from product theme, product development level, product structure(time, space and type) several aspects.The eighth chapter is the conclusion and prospect of this paper. Clarify the key problems solved in this paper and the problems existing in it, put forward the prospects for the subsequent research further.