Research On Tourists’ Perception Of Zhangjiajie Smart Tourism

With the continuous development of science and technology and the continuous popularization and improvement of Internet and information technology,China’s tourism industry has entered an unprecedented new era,from the traditional tourism information age to the era of smart tourism.Smart tourism is a new proposition.It is the application of data mining technologies such as Internet of things,cloud computing technology,new communication network,high-performance data processing and intelligent information in tourism experience,industry development and administrative management.It highly systematically integrates and deeply develops and activates sports tourism resources and information resources,so as to effectively serve the public,enterprises,government and other new forms of tourism facing the future.Tourists are the key perceivers of smart tourism and the core subject of smart tourism services.Their perception directly affects the development of smart tourism in tourism destinations.Based on the theoretical achievements of Intelligent Tourism and tourist perception at home and abroad,this paper makes a systematic research on Zhangjiajie intelligent tourism.This paper first expounds the development status of smart tourism in Zhangjiajie,then completes the questionnaire design by using the method of Likert scale,and carries out a questionnaire survey on tourists 400,372 according to the principle of random survey.Finally,the influencing factors of tourists’ perception are analyzed by descriptive analysis,factor analysis and analysis of variance through SPSS software.The results show that tourists in Zhangjiajie have low perception of intelligent tourism;There are significant differences in the perception of the three dimensions of Intelligent Tourism: intelligent service,intelligent management and intelligent marketing.Firstly,tourists’ gender,education level,monthly income and the frequency of searching scenic spot information through mobile devices have a significant impact on the perception of intelligent services.The performance is as follows: the perception level of men is higher than that of women,and the perception level of tourists with a monthly income of less than 10000 yuan is more significant than that of tourists with a monthly income of more than 10000 yuan.Tourists who use mobile phones to search scenic spot information for 1-2 times and 3-5 times have significantly higher perception level of intelligent services than tourists who use mobile phones to search scenic spot information for more than 5 times.Secondly,the age,education level,occupation,monthly income and other characteristics of tourists have a significant impact on the perception of intelligent management.Specifically,young people under the age of 30 have a more prominent perception of intelligent management,tourists with master’s degree or above have a relatively low perception,and the cognitive level of government institutions,enterprise employees and retirees is significantly lower than that of other professional groups.The lower the monthly income,the higher the perception level of tourists.Third,gender,education level and the frequency of using mobile terminals such as mobile phones to search scenic spot information have a significant impact on the perception of intelligent marketing,which is manifested as: the perception level of women is significantly higher than that of men,and the perception level of tourists with master’s degree or above is lower.The perception level of tourists who use mobile phones to search scenic spot information for 3-5 times or more is significantly higher than that of tourists who use mobile phones for 1-2 times.According to the empirical research conclusion,this paper puts forward targeted suggestions to improve the perception of smart tourism tourists in Zhangjiajie,such as strengthening the construction of scenic spot network infrastructure,upgrading big data center,building smart tourism information and data management system,improving the quality of service personnel,enhancing tourists’ virtual experience,and strengthening smart service,smart management and smart marketing according to different demographic characteristics,hoping to provide reference for the development of smart tourism in similar tourism cities such as Zhangjiajie.