| With the rapid development of socialist economy,China has gradually changed from material civilization to spiritual civilization,and tourism has become a high-quality spiritual demand activity for people to meet their basic life.Tourism is not only limited to sightseeing in the process of tourism activities,but also tourists’ demand for cultural level is constantly improving.Museum tourism is the integration of culture and tourism.In recent years,museum tourism has become a new topic and a new hot spot in the field of tourism research in China.Museum tourism has become the growth pole of local city economy.Museum tourism is gradually developing towards the experiential direction of diversification,intelligence,network,science,modernization and entertainment.Through the analysis of domestic and foreign literature on museum tourism,tourism experience and tourism identity,the scholars focus on the development,satisfaction,perception,motivation and experience of museum tourism.Research on Museum Tourism Identity Based on Tourist Experience is rare.Therefore,Kunming,an important tourist city in southwest China,was chose as the case location.Based on the first-hand data obtained from questionnaires and participatory interviews,using exploratory factor analysis,structural equation modeling and other methods to hypothesize,I constructed and verified the "experience-identity" coupling model of museum tourism,and explored the dimension of tourists’ experience to reveal tourism To explore the identity of museum tourism,find the relationship between museum tourism experience and tourism identity,I explored the potential and value of museum tourism development in Kunming municipal area,and tried to provide the local government and relevant departments with scientifically based countermeasures and suggestions.The research results show that:(1)The types of museums in Kunming City are divided into comprehensive museums,history museums,ethnic museums,science and nature museums,and special museums.The museums in Kunming City are mainly concentrated in Wuhua,Xishan,Guandu and Chenggong District.Among them,museums in Wuhua District are the most concentrated,and a few museums are located in Anning City,Jinning District,Shilin Yi Autonomous County and Xundian Hui Autonomous County.The development of museum tourism in Kunming municipality has location advantages,policy advantages and cultural advantages,which clarifies that the quality of museum tourism development in Kunming municipality is uneven and unbalanced;it lacks in-depth development,and smart tourism has not yet been fully realized;it is not fully highlighted Yunnan characteristic culture.(2)Statistical analysis of "understanding the way","travel reasons","travel time","travel frequency","like type" and "understanding awareness" from the questionnaire,it found that 65.21% of the respondents chose the Internet(Tourism APP/We Chat)accounts for the highest proportion;the main reason for tourists to visit museums is to learn knowledge,followed by understanding history and culture;the frequency of tourists to visit museums is mainly 2-3 times.When tourists are engaged in museum tourism activities,the tourists who spend less than 1-2hours are the most,and the tourists who spend more than 4 hours are the least.The proportion of museum tourists who choose to travel during the National Day holiday is the highest,at 71.85%;tourists are most interested in comprehensive museums,followed by natural museums and revolutionary memorial museums.;Most museum tourists said they knew a little about museum tourism in Kunming.(3)Tourists’ travel experience is divided into service experience,perceptual experience,educational experience and cultural experience,and tourists’ travel identity is divided into local identity,self-identity,emotional identity and historical identity.Among the 16 hypothetical causal paths,service experience has a positive impact on museum tourism place identity,self-identity,and emotional identity;perceptual experience has a positive impact on place identity and self-identity;educational experience,Cultural experience has a positive impact on museum tourism place identity,self-identity,emotional identity and historical identity.Based on the constructed "experience-identity" coupling model of museum tourism within the jurisdiction of Kunming,I improved the museum tourism experience-identity coupling coordination level from the strategic level,the execution level and the management level,so as to develop museum tourism to provide systematic,scientific and feasible reference suggestions.I hope my research will promote the sustainable development of the urban tourism economy,and advocate the Chinese culture,improve the reputation,revisit rate and core competitiveness of museum tourism. |
