Study On The Quality Measurement And Optimization Strategy Of Visitor Experience In Gansu Provincial Museum

With the increase in disposable income per capita and the gradual improvement of the paid leave system,travel is becoming an increasingly important part of life.With the advent of the experience economy and the emphasis on "people" as the core,tourists as the main body of tourism have been emphasized,and the quality of tourists’ tourism experience has become an important research content.Museums are both places to preserve human civilization and play an important role in the transmission of human civilization and the development of society;at the same time,museums are also an important part of urban tourism,with their own cultural attributes,a chapter of the core business card of urban tourism,through a variety of display culture,to create a highquality urban tourism environment.The aim of this paper is to study the quality of museum visitor experience and to propose optimisation strategies.Firstly,the background,purpose and significance of the research topic chosen for this paper are explained;the current situation of related research fields at home and abroad,as well as the content,method and technical route of this paper are introduced;the key points,difficulties and innovations of this research are proposed.Then relevant concepts and theories are elaborated,and this paper mainly deals with the theory of experience economy and the theory of experience marketing.Through the collection of Houyi collector on the tourism website to collect the content of the tour reviews about Gansu Provincial Museum,combined with the preliminary field survey,to understand the current situation of Gansu Provincial Museum,combined with HSQM model,to determine the visitor experience quality measurement index system,three primary indicators,respectively,environmental quality,interaction quality,quality of results,as well as 14 secondary indicators.Questionnaire distribution and return statistics were conducted,and the visitor questionnaire was designed in two parts,the first part was basic visitor information,and the second part was visitor experience quality.Descriptive analysis,reliability analysis,factor analysis and correlation analysis were carried out on the questionnaire data,proving that there was a significant positive correlation between all dimensions.Using AHP analysis to calculate the weight values for each indicator.A hierarchy diagram was constructed and expert questionnaires were distributed to assign scores to each indicator in the index system,and then the weight values were calculated.The results showed that the highest weight was given to environmental quality 0.3780,outcome quality 0.3499 and interaction quality 0.2721.Multiplying the weights with the mean value of each indicator in the questionnaire,a score of 3.2644 was calculated for each dimension of visitor experience quality,which is between average and good.Through the analysis of the measurement results,the current problems of museums are summarized and strategies for optimizing visitor experience quality are proposed.First,enhance the quality of environment and improve the museum environment;second,enhance the quality of interaction and provide high level services;third,enhance the quality of results and pay attention to visitors’ needs;fourth,strengthen personalized experience.