Study On The Tourism Experience Analysis And Tourism Product Development Of Desert-featured Sport Tourism In Shapotou Scenic Spot In Ningxia

With the growth of people's income,the improvement of living quality and the widely spreading of national fitness activity,people are increasingly concerned with health and health maintenance.Sports and leisure have become one of most popular life-styles,which make sport tourism subjected to people's favor.Desert-featured sport tourism as one of categories of sport tourism,has great market potential,which has become a modern integrative tourism product that gathers the function of collective entertaining,exercise and fitness,challenging and quality development because of its highly entertaining and participation.Shapotou scenic spot as the most representative national 5A tourist attractions in Ningxia and even across the country,has achieved remarkable effects in the improvement of desert-featured sport tourism based on its abundant tourism resources,convenient transportation,good brand benefit,hot tourism project such as sand surfing,sheepskin raft,etc.,and improving facilities.However,it is still facing many problems such as monotonous activity of desert-featured sport tourism,homogeneous tourism projects and the disjoint situation between the market demand and development of Shapotou scenic spot and its facilities and services,etc.In experiencing economy-based time,the tourists' demand has transformed from basic sightseeing and leisure tourism into high quality tourism experience which pursues individualization and experience.For tourism enterprises,they are facing new opportunities and new challenges on how to meet tourists'demand by combining tourism experience with product development.Based on the above background,this thesis selects Shapotou scenic spot as the research area and tries to set the tourism experience indicators of desert-featured sport tourism and make a questionnaire by combing research area' developing situation and research content from the perspective of tourist experience.On this basis,the Excel is applied to analyze the demographic characteristic,social characteristic and travel demand of desert-featured sport tourists and the SPSS 19 is applied to make factor analysis of tourist experience.Through analysis and verification,tourism experience indicator is modified into the following five aspects:tourism environment experience,tourism activity experience,tourism infrastructure experience,auxiliary facilities experience and tourism service experience.Moreover,this thesis makes a variance analysis of tourist characteristic and experience factor,and makes a descriptive and contrastive analysis between tourists' degree of value and tourists' degree of satisfaction in desert-featured sport tourism in order to make a research on the tourist experience demand and existing problems of desert-featured sport tourism in Shapotou scenic spot.Then,the existing problems on tourist experience are classified and summarized by applying Importance Performance Analysis.The main conclusions are as following:(1)Vocation and education show significant differences on tourism environment experience.The income level exerts remarkable influences on tourism service experience and tourism infrastructure experience.The zone of tolerance on project's cost is negatively correlated with tourism environment experience,tourism activity experience and tourism infrastructure experience.The residence time of tourists shows an obvious positive correlation relationship with tourism activity experience.All the factors of tourist experience are positively correlated with the level of recommendation of tourists.(2)Tourists are very interested in desert sports tourism,preferring categories for leisure entertainment and challenge of sports tourism products;In the analysis for tourism experience of desert sports tourism,it can be inferred that tourists attach great importance to all the experience factors,but the overall satisfaction of tourists is low.It shows high expectations but with low satisfaction.Tourist attaches most importance to tourism activity experience.Among the degree of satisfaction after tourists'experience,the top 5 are as following:the richness of tourism resources,the value of appreciation,the public toilet,the comfort and safety of project equipment,the operability and entertainment of amusement facility.From the specific proplems Analysis,it can be concluded that the project price,congestion degree of project,accommodation,rest facilities and dining,the promotion and and organization of desert sports tourism are the emphasis that needs improving.In the end,based on the result of investigation,this thesis puts forward development ideas,development principle,and development mode and implementation way of product development for desert-featured sport tourism by combing the development characteristic of desert-featured sport tourism in research area.Moreover,in terms of age characteristics,vocation,organization way,tourism demand of different tourists,this thesis puts forward exploiting different types of desert-featured sport tourism products,including ornamental products,competitive products,group play products,leisure and recreation products.And it also explores the optimized safeguard measures in exploiting desert-featured sport tourism products from the perspective of tourism environment,tourism activity,tourism service and tourism infrastructure,etc for desert sports tourism and tourism experiences' constituent components.