A Study On The Tourist Experience Of Shen Nongjia National Nature Reserve

As the coming era of the experiential tourism, people are no longer satisfied with the traditional tourism, but pursuing unique and special tourism experience instead. As an important part of scenery system in China, nature reserve for the visitors' tourism experience is worth our attention. In order to keep the tourists always satisfied with fantastic experience during the journey, and let them enjoy the experience, it's necessary to take measures to keep eyes on visitors' tourism experience and enhance the management for nature reserves. In condition that the quality of resource and environment of nature reserves not being degenerated, effective measures should be taken furthest to satisfy visitors' requirements and offer high-quality tourism experience. At the same time, it will achieve a goal of economy, society and environment sustainable development.In this paper, Shen Nongjia national nature reserve, the representative nature reserve which holds an important position all over the world, is taken as a research object and the method that combination qualitative analysis with quantitative analysis; theory analysis with demonstration analysis is used. With literature, this paper defines some concepts such as tourism, experience and tourism experience etc, summarizes the theory of tourism experience, and reviews the correlative important literature at the home and abroad. Based on "tourism motivation theory" and "theory of relationship between tourism expectation and tourism experience", the author takes an exploring hypothesis on the factors of tourists' experience in the nature reserve. In allusion to the 25 factors which affect tourism experience in nature reserves, the author uses Likert's five-scale table to weigh and investigate recognition(tourism expectation) and practical acquirement(tourism feelings) and SPSS statistic analysis software to process the data collection, such as descriptive statistics analysis,factor analysis, variance analysis, t-test, correlation analysis etc. The result of statistic analysis indicates that the score which represents mean value of evaluation for tourism experience in Shen Nongjia national nature reserve is 3.84, which lies between common level and satisfaction. Evaluation of tourism experience with different population attribute is diverse, and the overall evaluation of tourism experience is not significantly correlated with revisit desire, but recommendation desire. Tourists are discontented the following factors most, such as lack of abundant entertainment, supplies of characteristic keepsake, Food conditions, Infrastructure such as communication and bank.Finally, with IPA analysis it come to a conclusion that at present Shen Nongjia national nature reserve has some matters to concentrate here, keep up the good work, low priority and possible overskill.Based on the conclusion of theoretical research and demonstration analysis, a countermeasure of tourism experience management for Shen Nongjia national nature reserve is proposed from the following six aspects:to position object market accurately, to increase choice for tourists' board and lodging and shopping, to improve service safeguard system, to design and build waiting place, to enhance the quality of service management and to show right mental expectation for tourists.If these measures are taken as consideration, tourists can receive a better tourism experience.