Research On The Evaluation Of Tourist Attraction Of Buddhist Cultural Tourism Area Based On Tourists' Perception

With the rise of cultural tourism,the tourism market continues to grow and develop,and religious and cultural tourism has also been promoted and flourished.Buddhist tourism is an important part of religious cultural tourism,and it is a form of cultural leisure tourism formed by the close integration of Buddhist culture and tourism activities.Since tourism attractiveness is the basis for the development of tourism activities,it is an important issue for the development of tourist areas to accurately assess the tourist attractiveness of tourist areas.Based on the review of tourist perception,Buddhism tourism and tourism attractiveness,this paper builds a tourist attraction evaluation index system of Buddhist cultural tourism area through literature review and design questionnaires from the perspective of tourist perception.Tourism attractiveness is a comprehensive concept,which is composed of the attractiveness of tourist destinations and the influence of tourist demand in tourist sources.From the perspective of tourists’ perception,the development advantages and disadvantages of Buddhist cultural tourism areas are evaluated by analyzing the differences between tourists’ expectations and actual feelings of the development of Buddhist cultural tourism.Proposing targeted improvement and optimization measures from a new perspective has certain theoretical and practical significance for the development of Buddhist cultural tourist areas.This paper takes Niushou Mountain Cultural Tourism Zone located in Nanjing as an empirical case,based on relevant literature research,combined with the characteristics of the development of Buddhist cultural tourism zone,analyzes and selects the tourist attraction components of the Buddhist cultural tourism zone,designs a questionnaire and passes the analysis.A series of data to build a tourist attraction evaluation system for Buddhist cultural tourist areas and the evaluation index system suitable for evaluating Buddhist tourist destinations is constructed and finally summarize the components of tourist attraction in Buddhist cultural tourist areas into six categories,specifically composed of 28 indicators,from Buddhist tourism resources,tourist environment and facilities,Buddhist tourism products,Buddhist tourism functions,accessibility and emotional experience are explained in six aspects.The research data sources in this paper are all collected through field survey questionnaires,and the collected data are analyzed anddetermined through mathematical statistics,which lays the foundation for empirical research on the tourist attraction of Buddhist cultural tourist areas.The construction of the model is more in line with the actual development of the Buddhist cultural tourism area,with higher credibility and certain scientificity.Based on the collection and analysis of the data collected by the questionnaire,through the use of IPA grid analysis method,quantitative analysis and evaluation of the tourist attraction of Nanjing Niushou Mountain Buddhist Cultural Tourist Area,The current situation of tourism attraction in Niushou mountain cultural tourism area was analyzed and the improvement and optimization strategies were proposed.At the same time,the characteristics of Buddhist tourism resources,the functions of Buddhist tourism and the similarity of the policy environment are combined.Based on the established tourist attraction index system of Buddhist cultural tourism areas,the empirical study on the tourist attraction of Nanjing Niushou mountain Buddhist cultural tourism areas is conducted.From the perspective of tourists’ perception,this paper provides some countermeasures to improve the tourism attraction of Buddhist cultural tourism areas,which aims to promote the effective development and scientific development of Buddhist tourism resources.At the same time,this provides some suggestions and basis for the tourism area managers to improve the tourist attraction of Buddhist cultural tourism areas.Specifically,we should integrate the tourism resources,base on the good natural ecological environment,and dig into the Buddhist cultural connotation.We should develop Buddhism characteristic tourism products,highlight the function of Buddhism tourism,and increase innovative and experiential projects.We improve the basic service facilities,improve the level of service and reception,to provide quality services;We should strengthen the publicity,highlight the image of Buddhist culture and tourism,to enhance the popularity;We should establish a good business form,optimize the shopping environment,provide value-added services and so on.