Research On The Development Strategy Of Dujiangyan Research And Study Travel Camp Based On ASEB Analysis

As an important way of comprehensive practice education,study travel has attracted more and more attention since the Ministry of Education and other 11 ministries jointly issued the Opinions on Promoting Study Travel for Primary and Middle School Students in2016.As the premise of carrying out study travel activities and the specific place for carrying out study travel activities,the development of study travel bases directly affects the actual effect and direction of study travel activities.Studying the development of Dujiangyan Research Tourism Base will not only help Dujiangyan seize the opportunity to seize the development opportunity under the background of research tourism,but also help promote the development of Dujiangyan’s new tourism consumption formats and new economy.According to the research plan,this thesis first outlines the concepts of study travel and study travel base,and explains the theory of experiential learning.Then,in combination with the research needs and ASEB analysis method,we first used the in-depth interview method to interview the operators,study travel tutor,consumers,group purchasers,administrative departments of the study travel base and other relevant personnel of the study travel base.On the basis of collecting the survey factors required by the consumer questionnaire,we learned about the development status of Dujiangyan study travel base from multiple perspectives.At the same time,collect and sort out the existing national,provincial and municipal research and study travel base enterprise directory in Dujiangyan,and combine the interview results,divide the research and study travel base in Dujiangyan into three types: knowledge popularization type,motivation expansion type and experience investigation type.Then,SPSS25.0 data analysis software is used to analyze the consumer experience of different types of study travel bases in Dujiangyan in detail.Based on the analysis of interview content,the advantages,disadvantages,opportunities and threats of different types of study travel bases in Dujiangyan in terms of activities,environment,benefits and experiences are summarized.Based on the interview results and questionnaire analysis results,ASEB matrix analysis is conducted and the final conclusion is drawn.Corresponding to the conclusion of ASEB matrix analysis,combined with the characteristics of different types of study travel bases in Dujiangyan,four development strategies are proposed,including global research strategy,classified development strategy,brand building strategy and resource integration strategy,so that the whole research industry in Dujiangyan can seize the early market of study travel base development under the background of quality education and "double reduction" policy.