The Research On Experience Tourism Development With Cultural Heritage Scenic Spots

With the coming of Experiencing economy era and the rapid development of the tourism industry, the concept of tourist consumption become diversified, and tourism activities and contents are changing. China,as a great power of Eastern civilization with long history, has rich cultural heritages and attracts a growing number of tourists in and abroad. However, how to develop cultural tourism resources, provide right tourism products, especially to meet the pursuit of unique experience and the wish of unique activities according to their individual,and enhancing the participation experience basing on the changing of consumer's demands, has been an urgent problem for providers(tourist attractions, business) to solve. At present, the study has become one of hot spots related to tourism, tourism resources development planning research,etc.which has arosed widespread attention in academic circles both at home and abroad. This paper, taking Pingyao ancient city of the world's cultural heritage as an example, tries to explore the development of scientific ideas and strategies, steps and methods through the study of experienced- theory in cultural heritage, in order to provide a reference model for the experienced-tourism cultural heritage exploring, enriches and deepens the content of tourism-related research. at the same time, it has practical significance for Pingyao tourism areas in further scientific and rational programming, enriching the connotation of tourism products, enhancing the participation,meeting the tourists continuously changing needs, improving the management and economy benefit, achieving sustainable development in pingyao ancient city.Based on a large amount of data in and abroad and a questionnaire-depth field research, the article,directed by Tourism, tourism psychology, Planning the development of tourism resources, tourism marketing and other related disciplines motivation theories, especially tourism, travel and tourism satisfaction expectations theories, uses qualitative and quantitative, theory and evidence, questionnaires and interview methods to explain the concept of experience-development of the cultural heritage tourism, influencing factors, as well as opportunities and challenges. The article also sets up an influencial factor model for experienced tourism developping bacing on relevant research results in and abroad. At the same time, ASEB grid analysis is a qualitative analysis to analyse the activities, environment, experience and interests of ancient city. EXCEL and SPSS statistical software on the questionnaire carried out statistical analysis, factor analysis, variance analysis, paired samples T test and the IPA analysis are used to develop the sequence of project, extract "the ancient city of the Ming and Qing Dynasties" and "financial Wonderland," the two major themes, build the experienced enviroment in the hearing, taste , touch, smell and feeling, design the experienced program experienced routes for Pingyao ancient city. The article has made the systematic analysis:(1) The article summarize some basic concepts of experiencing, the experienced traveling,the cultural heritage as well as the cultural heritage experienced traveling and so on; study the theoretical of cultural heritage in tourism motivation, expectations and satisfaction measure; further study tourism expectations and satisfaction measurement, accordingly we got the new concept of design,experienced tourism as its core, cultural heritage as its clue,history remains as its support. Meanwhile, the article analyses its influencing factors and challenges,and builds the model of influential factors of experienced tourism of this kind basing on environment, facilities,activities and psychology.(2) On the basis of the field survey and interview, the article analyzes the strengths, weaknesses, opportunities and challenges of experienced tourism developing in Pingyao ancient city by the use of ASEB Grid and proves their existence. And the article confirms the projects that which should be improved and maintained, which belong to low priority and excessive supply by virtue of using SPSS software, factor analysis, variance analysis, paired samples T test and IPA analysis methods in the ancient city of Pingyao directed by the model of experienced tourism's influential factors.(3)Basing on theoretical guidance and data in accordance with the results of the analysis,the article makes the orientation of Pingyao's main tourists, the youth with highly educated, the pursuit of freedom and individuation as its main tourists. Meanwhile the article abstracts the theme of "the ancient city of the Ming and Qing Dynasties" and "financial Wonderland";shapes the scene of hearing, taste, touch, smell and feeling of the balance. and thus make the ancient city more experienced atmosphere. Finally, this article makes the plan of experienced activities and program and design tourism routes.