Study On Quality Evaluation And Optimization Strategy Of Tourism Experience In Comprehensive Museum

Driven by the trend of cultural tourism,museum tourism has become a new form of tourism that has emerged in recent years.The museum covers various cultural forms such as national culture,religious culture,architectural culture and garden culture,which can meet the cultural needs of different types of tourists.The museums in the Yangtze River Delta region are rich in tourism resources.As a typical representative of the museum,in order to attract more tourists in the increasingly competitive tourism market,it is necessary to base on the experience of tourists and enrich the cultural experience and emotional experience.Improving the quality of the tourism experience is of great significance to the future development of the Yangtze River Delta Museum.The first part: This paper selects 40 comprehensive museums in the Yangtze River Delta region as research objects.By mining the CV online visitor comment data,ROST CM6 content analysis software is used for word frequency analysis to obtain the top 50 high-frequency feature words,and then use Word 2007.The search function sequentially analyzes the context of high-frequency words,and repeatedly summarizes the categories until new categories cannot emerge.Finally,an evaluation system including three first-level indicators and 12 second-level indicators is obtained,based on which the comprehensive The museum conducts empirical research.The second part: Using the Likert scale method to design the questionnaire,the comprehensive museum visitors will be distributed,and the data will be analyzed by SPSS21.0.The factors will be ranked according to the influence of the overall experience quality of tourists by factor analysis: The transportation is convenient and convenient to arrive;the layout of each exhibition hall is reasonable;the appearance of the building is distinctive;the overall environment is clean and clean;the featured services are rich(interactive activities,theme exhibitions,creative experiences,etc.);the commentary system is vivid and rich(narrator,commentary card,voice guide)View);complete service facilities(sanitary facilities,rest facilities,signage signs);staff can provide effective help;have a certain understanding of local culture;be influenced by history;have educational significance;relax and relieve stress.Through regression analysis,the environmental quality,interaction quality and quality of results are used to predict the overall experience quality of tourists.The empirical research results show that environmental quality has the strongest predictive ability for comprehensive museum experience quality.The third part: According to the above empirical analysis results,the optimization model of the tourist experience quality is proposed for the comprehensive museum in the Yangtze River Delta region.First,accurately locate the source market and lock the experience crowd;attract tourists outside the Yangtze River Delta region and meet various tourists.Types of demand,enhance the reputation of the comprehensive museum;second,based on the experience of tourists,win the praise of the experience;work hard on environmental quality,quality of interaction and quality of results,improve negative evaluation in a timely manner;the third is to focus on the visitor experience,carry out cultural experience marketing and emotional experience marketing to improve experience satisfaction.