Study On The Evaluation And Influence Mechanism Of Museum Tourism Factors Based On The Perspective Of Supply And Demand

As a product of the integration of culture and tourism,museum tourism is not only the carrier of social public cultural services,but also an important place for the public to carry out cultural consumption.With the arrival of the era of well-off people and overall poverty alleviation,the overall improvement of the national economic strength and the steady growth of per capita disposable income,China's social consumption structure has shifted to the development of enjoying,and the public's cultural tourism consumption level has been continuously improved.And with the continuous innovation of national system and mechanism,cultural and tourism institutions are merged and new development ideas are put forward.Under the background of the integration of culture and tourism,the development of museum tourism has become a current hot topic.In the post-museum experience of paying equal attention to both "visiting" and "consumption",the development of museum tourism is inevitable.Museum tourism has entered a new historical period,we must re-examine the changing trend of The Times,deepen the problem-solving mechanism of museum tourism development,and expand the social function and service function.The development of museum tourism needs to meet the needs of social development and give full play to its social effects.On the whole,great progress has been made in the development of museum tourism,but the theoretical research in this field is still relatively lagging behind,and the research perspective,research content and research methods need to be improved.Although domestic scholars have paid more attention to the current characteristics,problems and contradictions,modes and paths,and promotion strategies of museum tourism,the research on the evolution stage,characteristic structure,factor evaluation,influence mechanism and other aspects is very weak.The research on museum tourism based on the perspective of supply and demand not only reflects the situation demand of the integrated development of culture and tourism,but also helps to build a systematic analysis framework of museum tourism elements.From two aspects of supply and demand to carry out specific analysis on different types of Shanghai museum tourism,can not only keep the museum tourism supply and the demand of dynamic balance,prompt the smooth development of the museum tourism,to provide practical guidance for the same type museum tourism development,at the same time will help to clear the development direction of museum tourism in the future.This study:(1)in the comprehensive analysis of museum tourism at home and abroad on the basis of related research,identify the definition of a museum,the museum tourism,and other related concepts,analyzes the theoretical basis of museum tourism,set the "evolution characteristics,elements of evaluation,structural differences,impact mechanism,promotion strategy analysis frame system of the consultancy.(2)the evolution characteristics and scale structure of supply and demand of museum tourism in Shanghai are compared from both ends of supply and demand,and the development factors of museum tourism in Shanghai are further identified.(3)the construction of cultural development,geographical environment,product development,tourist experience,marketing,leadership,the comprehensive effect of dimension of museum tourism supply elements index evaluation system,comprehensive evaluation of Shanghai museum tourism development level,points type,dimension of museum tourism development level and the comprehensive effect.(4)social text analysis was used to capture massive online review data to comprehensively analyze the demand preference and emotional satisfaction of museum tourism,and to discuss the demand differences of museum tourism in Shanghai by types.(5)build a comprehensive system of supply and demand factors of museum tourism and discuss the relationship between the results.Analyze the influence mechanism of supply and demand factors of the system at the macro level,and analyze the internal mechanism of museum tourism demand at the micro level.(6)based on the empirical conclusions of museum tourism from the perspective of supply and demand,this paper puts forward promotion strategies from the aspects of innovating tourism service concept,reshaping museum cultural and creative industry chain,strengthening the application of modern science and technology,and innovating management mechanism.The main conclusions of this study are as follows:1.Designed by the museum tourism evolutionary stages and the scale structure of supply and demand analysis,the museum tourism supply side factors evaluation factor variance analysis/demand side,omparing different types of museum tourism differentiation mechanism of museum tourism elements system,museum tourism development intrinsic mechanism and path analysis,the museum tourism promotion strategies of museum tourism analysis framework.2.The index evaluation system in line with the development of museum tourism in Shanghai is rebuilt,which consists of 45 indicators from seven dimensions,including "cultural development,location environment,product development,tourist experience,market promotion,leadership and comprehensive potential".Shanghai museum tourism basic dimensions in cultural development and geographical environment development level is slightly better,and in product development,marketing and tourists experience core dimensions in development level of the overall weaker sex,museum tourism and cultural development,geographical environment,product development,tourist experience,marketing,leadership support the big six dimensions basically at medium level of development potential,has yet to reach a higher development level,the supply side factors,need further development.3.The system analysis the differences of museum tourism demand factors and domestic tourists travel to different types of Shanghai museum tourism perception difference is not obvious,different types of museum appeal to tourists had no obvious difference,thematic and characteristic recognition degree is low,visitors to the museum tourism image cognition,mainly concentrated in the geographical environment,service facilities,travel groups,tourists and the demand preference in five aspects.Continuing to deepen the supply level of basic tourism demand factors,such as location environment,public transportation conditions,peripheral supporting facilities,internal tourism service facilities,service personnel quality,cultural and creative product development,is an important prerequisite for further improving the satisfaction of museum visitors and expanding the scale of Shanghai museum tourism market.4.Based on the supply factor system,the demand factor system and the support factor system,the system mechanism of supply and demand factors is constructed.From the macro analysis,it is pointed out that the level of attraction,service ability and infrastructure of museum tourism are significantly correlated with the scale of museum tourism.The supply of museum collection resources is not in harmony with the growth of the scale of tourism demand.The increase of museum exhibition activities directly promotes the expansion of the scale of tourism demand.The improvement of tourism service capacity represented by professional and technical personnel directly promotes the expansion of the scale of museum tourism demand.The micro analysis points out that the four latent variables of museum visitors' product value,service value,cost value and place value are highly positively correlated with the perceived value.The satisfaction of museum visitors plays a key role in the mechanism of the influence of perceived value on the behavioral intention of visitors.Museum satisfaction has a significant mediating effect and a positive moderating effect,and the satisfaction of museum visitors has a direct impact on visitors' behavioral intentions.The innovation of this study lies in :(1)the design of a progressive and modular theoretical analysis framework for the development of museum tourism.(2)the evaluation system of the development level of museum tourism supply factors,including cultural development,location environment,product development,tourist experience,market promotion,leadership support and comprehensive effect,has been rebuilt with seven dimensions and 45 subdivided indicators.(3)based on the social text analysis method,this paper analyzes the differences of tourism demand elements of different types of museums in Shanghai,which makes a breakthrough in the previous research that takes a single type of museum as the analysis object.(4)based on the supply and demand elements of the development of museum tourism,the system of museum tourism elements is constructed,and the internal mechanism of the development elements of museum tourism is empirically analyzed from the macro and micro levels.Existing deficiencies and future research directions :(1)To deepen and improve the theoretical analysis framework for the development of museum tourism,to supplement the blank research fields,and to enrich the research contents of operational mechanism,capacity evaluation and regional differences,so as to provide a more perfect theoretical analysis framework for the study of museum tourism development.(2)The evaluation system of the supply side elements of the development of museum tourism should be further improved,continuously penetrated into museums,and the scope of museum research objects should be further expanded.The evaluation system should be verified through the study on the sample data of larger museums in Shanghai area.(3)Expand the amount of sample data capture in the demand-side factor analysis of museum tourism,select the review data of different types of museum tourism in Shanghai as much as possible,combine with the questionnaire survey,learn from each other,and compare the research results of this paper with the subsequent empirical analysis.(4)In the conceptual model of museum tourism demand,other relevant influencing factors are fully considered for discussion,so as to enhance the explanatory power of the theoretical model,expand the sample coverage,and select more types of museums or the sample size of museum visitors at a larger spatial scale for testing.