Study On The Promotion Of "Beautiful South" Rural Tourism Products In Nanning City Base On The Perspective Of Experience

With the development of experience economy,Tourism experience function is particularly important in rural tourism products.The products with strong participation and high tourism experience are more popular with toursts.However,the tourism products with some problems of lacking of innovation,low level of experience and homogenization,which lead the lower development of rural tourism areas.The existing tourism products can t meet the needs of tourists for deeper experience.Firstly,starting with the basic theory research,sorted out the concepts and related theories of rural tourism,rural tourism products and tourism experience,then summarized the research results of tourism experience on the promotion of rural tourism products.By means of questionnaire survey and statistical analysis,tourists satisfaction and importance of"beautiful south" rural tourism products are investigated.Based on the current development situation of"beautiful south"rural tourism in Nanning,analyzed by Excel and SPSS 22.0 software.According to the problems which existed,and then point out corresponding strategies to promote rural tourism products.After research,this paper draws the following conclusions:(1)The descriptive analysis shows that the tourists in"beautiful south"are mainly young and middle-aged,and their educational level is relatively high.They mainly come from Nanning.The main purposes to"beautiful south" are to enjoy rural scenery,to experience rural life,to participate in parties and to have leisure holidays.(2)The factor analysis results show that tourists experience tourism products are mainly manifested in the experience of characteristic resources,communicative emotion,local culture,folk activities and hardcore service.Among them,the most influential factors are:appreciation of artistic performances,characteristic buildings,enjoyment of pleasure,strong local culture,and participation in festival activities(3)IPA analysis shows that tourism experience has a high sense of importance but a low degree of satisfaction in accessing information of scenic spots,tourist consultation and booking services.These two experiences need to be strengthened and are the focus of product upgrading.(4)After analysis,the main problems of"Beautiful South”tourism products are that tourists emotional experience needs to be improved;Tourists'behaviour preferences need to be improved,the main factors affecting tourists experience are not paid enough attention,and the tourism product system is not perfect enough.(5)In view of the existing problems,this paper puts forward the countermeasures to improve the rural tourism products of "beautiful south" as follows:to enhance the participation of experience activities,to strengthen the emotional experience of tourists;to enhance the key experience products to meet the preferences of tourists behavior;to attach importance to the main factors of tourists' experience,to enhance the overall experience effect of tourists;to improve the tourism product system and to enhance the expansion products.