Research On Experience Tourism Development Of Lili Ancient Town From The Perspective Of “Communitas”

After the development of service industry, experience industry will become a pillar industry of economic development in the future. Under this background, the tourism industry which provides service for tourists also becomes the big stage of experience economy. With the increasing consumption level of our country, people’s demand for tourism is stronger and tourists become mature and rational. Tourism demand structure shows the trend of diversification and highly change while the effective supply of tourism market lags relatively behind and homogeneous and low quality tourism products have been flooded into the tourism market. China’s ancient town tourism presents such a situation, especially towns in the South Yangtze River Regions. They act their own free will to develop tourism. Due to similar tourism resources,profound historical and cultural background, ancient town tourism resources are developed in a disorderly and similar state and tourism products are single. Ancient town tourism is very competitive.In this case, if ancient town tourism scenic area wants to get competitive advantages, it must provide new forms of value, namely the experience value, providing tourist products based on the needs of tourists. Therefore, this paper selects Lili Ancient Town which is located in the South Yangtze River Regions, faced with the fierce market competition and in a "pre-development" stage as the research object. Taking “communitas” theory as the research perspective, combining factor analysis method of SPSS to establish the analysis frame, this paper researches on tourist experience of Lili Ancient Town, explores the factors affecting the realization of three compensation experience of “communitas”, puts forward new ideas of ancient town experience tourism development and explores the new path for the development of ancient town tourism.