The Research On The Tourism Experience In Historial And Cultural Heritage Based On ASEB Analysis

Historical and cultural heritage is one of the most important tourist attractions in China, is an important material basis for the development of China's tourism industry. Historical and cultural heritage occuppies an important position in the development of tourism industry in our country.Due to the specificity of the cultural heritage-based scenic and the diversity of tourists' needs of experience, a large number of historical and cultural heritage-based scenic areas are facing the bottleneck problem of lacking experience. The single form of tourism experience ans the low quality of visitors' experience are the two of the most important constraints.This article based on the above phenomenon, take the Southern Song Dynasty Stone Park in Ningbo City as the research object, apply ASEB analysis as the framework and methodology for research support. A large number of questionnaire survey and depth interviews were adopt to restore the visitors real experience. This paper is to discover the strengths, weaknesses, opportunities and threats of the visitors experience in the aspects of the activity, environment, experience, interests in the visitors' point of view. And then analyze the impact of factors, looking for the crux of the missing experience.Based on the ASEB case analysis and the experience survey of the Southern Song Dynasty stone Park, this paper analysis the specificity of the visitors' experience in historical and cultural heritage. Point out three ways to enhance the visitors' experience in historical and cultural heritage should be:(1) Create an autentic tourism experience in the protection of the premise;(2) Design the visitors' experience products under the concept of the "image";(3) Adopt marketing stratigy based on the mental part of visitors' experience. Finally, in summing up the conclusions of this study, the authors propose thethree-dimensional process development of the tourist experience, and boldly envisioned, with the the continuous development of historical and cultural heritage tourism experience and with the rising demand of people's experience, our tourism experience will experience the transition phase.