Research On Micang Road Tourism Resource Development Based On The Market Fit Perspective

Since the 21st century,with the development of information technology and transportation network,new forms of tourism,such as smart tourism and deep tourism,have emerged,reflecting that people’s tourism consumption is no longer satisfied with the traditional forms of tourism,and pay more attention to whether their internal needs can be met in the destination before they go to the destination.For example,the tourism experience that the tourist destination matches with the tourist demand,the incentive of the products and services of the tourism market to the tourists’willingness to pay and the degree of the tourists’ agreement affect not only the tourists’ consumption desire,but also the sustainable development of the tourism market in a region.In order to obtain the core competitiveness,tourism enterprises should focus on tourists,the main body of the tourism market.Focusing on the fit degree of enterprise products and tourists’ consumption desire,using willingness to pay for research can better grasp the consumption intention of tourism consumers on tourism resources and tourism destinations,and provide reference for the operation decision-making of tourism enterprises.As an important trade,military and cultural route in human history,ancient Shu Road has rich tourism resources.The narrow sense of "Shu Road" refers to the road network connecting Guanzhong area and Cuba Shu area in ancient times.Micang road is an ancient road crossing Daba Mountain.The ancient road is rich in tourism resources,but compared with other Shu roads such as Jinniu Road,it is still in the initial stage of development and has great development value.In this regard,based on the perspective of market fit,this paper classifies Micang Road tourism resources according to the development status of Micang Road tourism resources,and summarizes the development advantages and existing problems of Micang Road tourism resources.Combined with the characteristics of tourism industry,this paper constructs a survey and evaluation system of Micang road tourists’ willingness to pay in seven dimensions,including food,housing,transportation and entertainment.According to this system,the questionnaire of tourists’ willingness to pay in Micang road is formulated.By using spss24 analysis and related factor analysis,it is found that tourists have higher evaluation on the tourism commodities and tourism environment of Micang Road,but lower evaluation on the accommodation conditions and entertainment activities,and lower evaluation on the accessibility and tourism hardware of the scenic spotMicang road is rich in tourism resources and has certain development value.Therefore,it needs the cooperation of public management department and tourism enterprises.Through optimizing the infrastructure of scenic spot,creating diversified tourism routes,unifying the quality standard of tourism service and tourism product brand,it is necessary to further tap the cultural background of the scenic spot,so as to excavate the industrial chain of local tourism commodities and enhance Micang The value of tourism products of Dao tourism resources.