| With the arrival of the experience economy and the rapid development of tourism, museum tourism is also favored by the more visitors, while the tourists’ needs become more diversified, and they have the pursuit of more personalized and experience of the museum tourism products. Museum tourism resources are rich in our country, this is the resource advantage for the development of museum experience tourism, wide variety, different theme museums, easy to satisfy the personalized and the experienced demand of tourists. Therefore it is very important to promote the development of museum tourism by the studies meeting the individual needs of tourists.In this paper, based on the analysis of the related research contains domestic and foreign on museum tourism experience, take the museums in Shanghai area as an example, take the use of ASEB grid analysis as the basic research methods, through on-the-spot investigation, let visitors speak in full, in order to understand the present development of Shanghai museum tourism experience, combined with the tourism psychology, sociology, and some related theoretical to analysis its reason, and put forward strategy in Shanghai museum visitors experience ascension.The first chapter: Introduction. Introduced the research background of museum tourism experience, and on this basis this paper expounds the research purpose and research significance, at the same time, has been clear about the main methods of the study and research framework.The second chapter: The review of related theoretical basis and research. In the study of relevant literature on the basis of systematic, this paper expounds the concept and characteristic of museum tourism, such as basic theory, motivation, type of tourist experience, marketing mode, and summarized the research content of museum tourism experience. Select ASEB analysis as research methods, research contents of the strengths, weaknesses, opportunities and threats of the activity, environment, experience and gains were discussed and summarized.The third chapter: The research design of Shanghai museum tourism experience based on ASEB analysis. Firstly introduces the design principle of the questionnaire, questionnaire is designed on the basis of the definition and content of ASEB analysis method, from the activity, environment, experience and gains four aspects to the Shanghai museum visitors experience. And on the basis of the questionnaire, collected a large number of first-hand information, and then using SPSS 22.0 statistical software for statistical data obtained by questionnaire, and has carried on the descriptive statistical analysis to the data, including tourists personal background, way of tourism, revisit rate and the tourists experience perception data. It is concluded that there is a broad tourist market of Shanghai museum, Visitors are mostly the individual, revisit rate is higher; and the tourist experience degree of awareness in activity, environment, experience and benefits this four aspects.The fourth chapter: The ASEB analysis of Shanghai museum visitors experience and its reason. Due to the analysis results of questionnaire data, the literature on the basis of the inductive conclusion of ASEB analysis factors, combining with the field survey in Shanghai museum ASEB analysis element matrix, the 16 elements ASEB analysis carried on the detailed analysis and combination of tourism psychology, sociology, and some related theories of consumer behavior to explore its causes.The fifth chapter: The promotion strategy of Shanghai museum visitors experience based on ASEB analysis. According to the theoretical guidance and data analysis, for the problems of visitors’ experience in the museums in Shanghai, and its strengths and weaknesses, opportunities and threats facing, some proposals are given to enhance tourist experience in the museums in Shanghai. Include: providing personalized travel experience; improving service management; focusing on condensing the theme of the tourist experience; Improve the quality of instructors’ explain; Stimulate the travel experience with the participation of tourists; Innovating the mode of marketing.The sixth chapter: Summary and outlook. Summarizes the main research results obtained in this paper, and analyze the research limitations and deficiencies, then prospect the future research. Key Words: museum; tourist experience; ASEB grid analysis... |
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