A Survey On Tourist Satisfaction Of Hutian Ancient Village In Xiangxiang

With the continuous development of the tourism industry, the development of tourism products is developing to depth. Ancient village as a carrier of history and culture of a specific period or region,tourism development has a very high ddeveloping value. At the same time,as the disposable income and living standard rise of people,people have a strong interest in the heritage of the ancient village rich in local history and culture, and people want to experience the local unique local culture of ancient villages,and also to relax,make more leisure and take a holiday. Ancient village tourism which takes ancient historical and cultural resources as acore,while with the support of the tourism landscape,is in a period of vigorous development. However,ancient village tourism development still exist.For example,insufficient pre planning leads to insufficient reception capacity,because the number of tourists continues to swell,the environment is damaged,and the developing of tourism is not strong enough to lead to similar products,which does not have characteristics.Therefore,Multi thinking of the problems of protection and development of tourism resources and studying on them from tourist satisfaction degree are extremely important to the sustainable use of tourism resources and the sustainable and healthy development of ancient village tourism.Hutian ancient village is located in Xiangxiang City,64kilometers west of the city.The layout of Hutian ancient village is reasonable and its characteristics are obvious. Its formation has experienced200years,and the main buildings are well preserved.Hutian ancient village are rich in tourism resources and has a high historical and tourism value.This study sorted and analyzed relevant information and data with the method of qualitative and quantitative and questionnaire investigation based on a large number of literature and field investigation.The main conclusions are as follows:(1) The evaluation of20indicators of Hutian ancient village are all among "general" and "satisfied". As to the mean,the first three are characteristic visiting value and the conservation status;after the first three are the protection,local entertainment and the management and services.Average of willingness to recommend is3.52and average of willingness to revisit is3.47.(2) In IPA,7fall into the first quadrant,including "characteristics"," layout of streets and lanes","folk status","compared with other ancient village,tourism resource scarcity and uniqueness","ancient history and value","village tour value"and"tourism environment".There are5indicators in the second quadrant, including "Village area","the overall condition:,"available for viewing the construction quantity","surrounding environment"and "cultural village".The third quadrant has4indicators, including "catering service","traffic" shopping "and "entertainment".4indicators fall into the fourth quadrant, they are "protection","infrastructure facilities","accommodation", and "management and services".(3) The protection and development of tourism resources need to take advantage of natural landscape and material and non-material cultural heritage resources,taking strengthening education and improving the understanding as the pilot,improving the livelihood of the people and efficiency as the core, strengthening the protection of cultural heritage as the first,realizing sustainable development as the reference,and the new rural construction as the turning point,while follow the principles of protective,characteristic and market,reasonably planning,scientifically development, and finally turning Hutian ancient village into a rural tourism resort whose theme is leisure,vacation and cultural industry relying on profound historical culture.Finally,on the basis of analysis,the paper put forward general idea,protecting content and developing strategies on the tourism resources of Hutian ancient village.