| We are able to pursue more spiritual fulfillment with the continuous improvement of the consumer income level of our country,travel has become an important part of people’s happy life.Tourists’ demand for high-quality,diversified and personalized tourism is growing,from the uninquiring tourism mode to paying more attention to spiritual and cultural enjoyment.The travel industry is all about creating experiences,in the age of the experience economy,it needs to pay more attention to the physical and mental feelings of customers,provide rich and excellent tourism products,strengthen the theme characteristics of tourism products,so as to enhance the experience value of tourism products and create pleasant feelings and good memories for tourists.In the form of tourism constantly updated and iterated today,night tourism is in line with the demand of the current tourism market.China encourages the development of nighttime cultural tourism economy,and the central and local governments promote the development of nighttime economy through policy stimulus and consumption guidance.The Ministry of Culture and Tourism issued the first batch of list of national nighttime cultural and tourism consumption agglomeration areas in 2021,followed by the second batch of list in2022,to actively guide nighttime cultural tourism consumption.The current popularity of night tourism is enough to prove the urgent need for it.The 2019 night tourism market data report released by the China Tourism Academy also indicates that the market demand for night tourism is extremely broad.Night tourism can not only tap the potential of scenic spots,fill the gap in the tourism market,but also deeply promote the integration of culture and tourism,promote the development of other industries,has become a new power of night economic development,night tourism has become a beautiful name card to show the cultural charm of various places,leading the new trend of cultural tourism.As the only 5A scenic spot in Guiyang and the only one selected as the national night culture and tourism consumption gathering area,Qingyan Ancient Town has launched night tourism and carried out a series of night tour activities closely centered on the history and characteristics of the Ming Dynasty,which is very popular among tourists.However,the quality of its night tourism needs to be further improved to provide more high-quality cultural and tourism projects for the public.Therefore,it is of great theoretical value and practical significance to explore the optimization and development of night tourism products in Qingyan Ancient Town from the perspective of tourist experience.This paper firstly analyzes the tourism resources and the existing night tourism products of Qingyan Ancient Town;Secondly,questionnaire survey is adopted to process and analyze the data through descriptive statistics,factor analysis,cross analysis and modified IPA analysis.It is found that there are major problems in the night game products,such as insufficient entertainment experience,insufficient educational experience and service experience to be enhanced.Finally,on the basis of the above analysis,the product development system and countermeasures are proposed from the perspectives of improving the entertainment experience,educational experience,escape experience,aesthetic experience and service experience of the night tour products,including optimizing the night landscape,enriching the night tour products and improving the service quality... |
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