| With the development of consumer upgrading and the integration of cultural tourism,cultural tourism has become an increasingly popular form of tourism.Compared to natural scenery,cultural tourism relies more on humanistic resources and historical and cultural heritage,and humanistic tourism resources are often presented in the form of cultural tourism communities,which are collections of cultural symbols and important carriers of the atmosphere of cultural scenes.The products of cultural tourism communities are closely related to the scene,and the sense of sophistication,atmosphere and superiority created through the scene is an important factor that makes people willing to pay a high price for them.Cultural tourism products are created in the scene,and also develop through the scene,which itself has a natural high degree of compatibility with the scene theory.In fact,the scene is a symbolic social space formed by various consumption practices,and the ultimate destiny of the product is the consumption practice,and the quality of the cultural tourism product is,to a certain extent,the quality of the scene.Based on the scenario theory,this paper takes the cultural tourism community products of Anaya,a phenomenal cultural tourism enterprise,as the object,and constructs an evaluation model by using the hierarchical analysis method and fuzzy comprehensive evaluation method,focusing on converting the dimensions of the scenario theory into a more universal one,and analysing the product quality of Anaya’s cultural tourism community according to the evaluation results,there are problems such as the positioning of the products is detached from the actual situation and the sense of identity is low;the products lack the cultural heritage and the diversity is poor;there are loopholes in the production and the public opinion field is low.Based on the evaluation results,we analyse that the product quality of Anaya cultural tourism community has the problems of product positioning out of reality and low sense of identity;product lack of cultural heritage and poor diversity;product safety and low public opinion;and put forward the optimization suggestions of developing local characteristic products and enhancing the charm of the products;emphasizing the cultural heritage of the products and increasing the diversity of the products;and standardizing the regulatory mechanism and improving the legal compliance of the products.The research significance of this paper lies in the further integration of cultural tourism community product quality with scene theory,enriching the theoretical content of scene theory and product quality evaluation,and by transforming the dimensional language science of scene theory into more universal indicators,we can truly start from the tourists’ experience and really put cultural tourism products in the scene consumption scene to carry out a comprehensive and in-depth evaluation and enhancement,which is not only an innovation to scene theory,but also It is not only an innovation to the scene theory,but also a new inspiration to the development of cultural tourism community. |
