Research On Theme Park Visitor Experience Evaluation Based On AHP-FCE Model

Theme Park is an important scene of cultural tourism integration,moreover,it is a new form of mutual integration of China’s cultural tourism industry and joint high-quality development of both sides.In the current economic environment,through the innovation of new technologies,digging deeper into the excellent traditional culture of the country,innovative tourism product development,enhancing the visitor experience,breaking the adverse effects of the life cycle of theme park development,and adapting to the new normal of high-quality development in the tourism industry,is an important issue that needs to be studied by the traditional theme parks in China at present.This paper takes Shen Zhen Splendid China theme park as a case,starts from the perspective of visitors’ experience,and selects 17 types of evaluation indexes Through a comprehensive analysis of the relevant literature,combined with the methods of experts’ dictation and questionnaire survey.The AHP method is used to construct the evaluation index system of the theme park’s visitor experience,and the weights and ranking of each index are calculated.In the next step,the visitors’ experience satisfaction is used as the data source,and the visitors’ satisfaction of each element is calculated according to the FCE method.Finally,the IPA method is used to analyze the importance of the 5 primary indicators and 17 secondary indicators of tourists’ experience satisfaction,and the weight value of each influence factor and the score of these two indicators are combined to form the IPA matrix diagram of tourists’ experience satisfaction.Finally,based on the results of the data analysis,suggestions are made about how to improve the visitor experience satisfaction.As mentioned above,the importance of tourism features has the greatest impact on the theme park visitors’ experience,and the visitors’ experience scores are between "satisfied" and "very satisfied".This indicates that the overall visitor experience is good.The parts of Splendid China that need to be improved are as follows: the interactivity of the scenic products,the wisdom of the facilities and equipment in the scenic area,etc.In the end,combining with the development status of the Splendid China theme park,we proposed five improvement strategies covering environmental experience,attraction experience,support system experience,service experience and comprehensive experience from four perspectives: 1.accelerating technological innovation to improve the intelligence level of the scenic spot;2.model innovation,multi-industry integration and transformation to a light asset operation mode;3.cultural innovation,deepening the exploration of the intelligence of the scenic spot;increasing Chinese cultural elements to enhance the attractiveness of core products;4.innovative brand IP to develop the audience group to a younger age.The construction of the index system of Shen Zhen Splendid China theme park’s visitor experience will provide an optimization strategy for the visitor experience satisfaction.In addition,the strategies in the paper can also provide a basis for other theme parks to practice and execution.