Study On The Transformation And Development Of Traditional Village Tourism Products

Traditional village tourism products are restricted by multiple factors in transformation and upgrading,and fall into the dilemma of stagnant development.Taking Zhanggu Yingcun as an example,this study explores tourists' perception and evaluation of the village's tourism products through questionnaire survey.At the same time,based on the interviewing of relevant stakeholders,the factors that restrict the transformation and development of tourism products are summarized.On this basis,we put forward some countermeasures and suggestions to promote the transformation and development of traditional village tourism products.The research covers four aspects: First,it summarizes the development stage,development mode and current situation of the traditional village tourism products,explores the dilemma of its development and sums up the restrictive factors of its development.Second,from the market demand,based on the traditional village tourism products visitors experience and satisfaction of the study,summed up its existing problems.The third is to discuss the realistic factors restricting the product innovation from the main subject of tourism products.The fourth is to explore the traditional village tourism product transformation development model and put forward the corresponding countermeasures.The findings are as follows: 1)there are significant or very significant differences in the satisfaction of tourist products with different sex,age and days of tourism.2)The tourist experience of traditional village tourism mainly includes: landscape,service,environment,activity and social intercourse,cost experience.3)In addition to tourism cost experience,other tourists' experience has a significant positive impact on tourist product satisfaction,and tourist expectation is only a predominant factor driving tourism experience,and has no direct impact on tourist satisfaction.4)The transformation and development of tourism products in traditional villages is affected by multiple factors such as villagers' possession of resources,local merchants have no strength,difficulty in intervening foreign capital and the difficult transformation of the village's overall transformation mode.5)Based on the demand of tourism market,the resource endowment of villages,the incentive of foreign capital and the motivation of community participation,this study proposes strategies to promote the transformation and development of traditional village tourism products.6)This study puts forward the innovative development model of traditional village tourism product with multi-subject participation,referred to as "3 + 3 + 3 model"...