Research On Parent-child Experience Tourism Development In Hangzhou Liangzhu Ancient City Ruins Park

In recent years,with the rapid development of China’s social economy and the people’s ever-growing needs for a better life,it has continuously injected new momentum into the steady growth of the tourism market.With the change of people’s tourism concept,the improvement of material conditions,the increase of leisure time,and the popularity of parent-child variety shows,more and more young parents are accustomed to taking their children,and are eager to further enhance their parent-child relationship and broaden their children’s horizons through high-quality tourism activities.At the same time,some parents begin to pay attention to the sensory experience of the parent-child travel process,hoping that the tourist destination can provide children with opportunities for experiential learning.It can be said that parent-child tourism in family tourism has become an important tourism market segment at present,and more and more scenic spots pay attention to parent-child tourists in the development,design,promotion and publicity.However,at the same time,the domestic research and practice of parent-child tourism,especially parent-child experience tourism,started late,the relevant theoretical research and case analysis are not deep enough,and the parent-child experience tourism products are not perfect.Hangzhou Liangzhu Ancient City Site Park is a national archaeological site park that integrates archaeological site and environmental protection and display,and integrates education,scientific research,sightseeing,leisure and other functions.It is also a tourist area vigorously protected and developed in addition to famous scenic spots such as West Lake and Xixi Wetland.Since its inclusion in the World Cultural Heritage List in July 2019,Liangzhu Ancient City has become a new "Internet celebrity" punching point in the Yangtze River Delta region,and has attracted many parent-child tourists to experience in recent years.Taking Liangzhu Ancient City Site Park as the research object,the paper makes a special analysis of the development status of parent-child experience tourism resources(R),market(M)and product(P)based on the theoretical perspective of RMP(Onpu)analysis,and explores the fit among the three.In terms of tourism resources,Liangzhu ancient City ruins Park is generally rich in resource types,Parent-child tourism resources in the scenic spot have many types of natural recreation,cultural appreciation,health and entertainment leisure and special experience,For the development of multi-functional,characteristic parent-child experience tourism products to create material conditions;In terms of the tourism market,According to the questionnaire survey,Visiting visitors to get close to nature,parent-child interaction,leisure and relaxation,photography and video as the main purpose of play,Satisfied with the overall evaluation of the environment,products,facilities and services of the scenic spot,The parent-child tourism market is broad;In terms of tourism products,The scenic spot has a regular parent-child play route,liangzhu culture IP characteristic activities,Liangzhu Civilization Exploration camp parent-child research project and other products,However,parent-child tourism products also have shortcomings in functional layout,customer group positioning and development depth.Through from the visual,hearing,smell,touch,taste and other "five senses" perspective of inquiry,scenic area parent-child swim family to enjoy the site in the process of animal landscape,natural landscape and the most satisfactory visual experience,but the scenic spot needs to dig features of olfactory experience,touch experience,expand optimization of food tourism resources,satisfaction is relatively low eat and drink taste experience,in order to three-dimensional improve comprehensive sensory experience,improve the overall parent-child tourism product satisfaction.According to the research,the subsequent development of parent-child experience tourism products in Liangzhu Ancient City Site Park should adhere to the main principles of interactive experience,popular science education and safety and comfort,and further build a sensory experience system with the characteristics of Liangzhu culture from five dimensions,such as vision,hearing,smell,touch and taste.At the same time,for the sustainable development path of parent-child experience tourism in scenic spots,we can start from the following aspects: First,strengthen the guarantee of resource elements,make good use of policy support advantages,build and improve the infrastructure of scenic spots,and introduce and cultivate industrial talent cluster.Second,explore the IP connotation of Liangzhu culture,rely on "Hangzhou Liangzhu Day" and other activities,solidify and expand parent-child tourist projects;accelerate the creation of "Liangzhu Culture +" tourism mode,focus on cultivating the brand of "parent-child research" brand.Third,relying on new media publicity and marketing,with the help of mainstream media,the use of Internet communication and marketing,the use of modern digital intelligence means,gradually improve the visibility and reputation of the scenic spot.