Analyzing Of Coastal Tourism Attraction From The Perspective Of Tourists’ Perception

The development momentum of coastal tourism is attracting the attention of coastal tourism cities,and coastal tourism is also getting more and more attention.However,due to the late start of coastal tourism in China,disorderly development and lagging construction of public service facilities,many environmental and social problems have been caused.The contradiction between the insufficient supply of coastal tourism public products,the low quality of services and the increasing demand of urban and rural residents for coastal tourism has become increasingly prominent.As an old coastal tourism destination in China,Sanya has not developed enough tourism in recent years,and the characteristics of stagnation period are prominent.In the development process of Hainan International Tourism Island,if tourism attractions cannot be used to the maximum extent,Sanya may eventually become a general migratory city and immigrant city due to the lack of high-quality tourism attractions as time goes by.Therefore,finding the key attractions that affect the development of coastal tourism in Sanya and improving the attractiveness of coastal tourism in Sanya has become the focus of this paper.Based on the text data of online travel notes,this study uses the grounded theory to identify the coastal tourism attractions of Sanya from the perspective of tourists’ perception,constructs the tourism attraction characterization index system and conceptual model,and takes Sanya City as an example,combines the IPA method to quantitatively divide the tourism attraction element advantage area,maintenance area,opportunity area and key improvement area,identifies the advantages and disadvantages,and puts forward corresponding development suggestions for each regional element.The main research conclusions are as follows:(1)On the basis of summarizing Sanya’s regional advantages,tourism resource endowment,tourism transportation conditions,policy support conditions,and tourism industry structure,it is found that Sanya has formed a comprehensive tourism service system including coastal vacation,wedding honeymoon,exhibition,shopping and other tourism industries,but Sanya is still a traditional coastal tourism destination driven by resources.Sanya has excellent natural tourism resources,but insufficient human resources;The traffic accessibility is better than that of other provinces,cities and counties in the island,but there is still a problem of low public transport utilization rate;As a coastal characteristic industry,cruise tourism and lowaltitude tourism have not formed a complete industrial chain.(2)Based on 125 valid Sanya travel notes data obtained from the tourism portal website,Sanya coastal tourism attractions are identified by using the three-level coding technology based on the theory.A total of 273 primary codes,33 initial categories and 7 main categories are extracted,A conceptual model of coastal tourism attraction index system with seven dimensions of "natural tourism resources-human tourism resources-tourism services and facilities-coastal tourism activities-urban environment of tourism destination-special experience-tourism image" was constructed.We also analyzed high-frequency words,semantic networks and emotional intentions by using the network text analysis method,and the proportion of neutral emotion and negative emotion sentences was 45.11%.(3)Based on the constructed conceptual model of coastal tourism attraction with 7dimensions and 33 indicators,a total of 475 questionnaires were obtained by designing and distributing questionnaires on the spot and online.The reliability,validity and validation factor analysis proved the rationality of the model.From the perspective of tourists’ perception,the problems restricting the development of coastal tourism in Sanya are summarized,mainly focusing on the consumption environment,transportation services and facilities,and convenience facilities and places.Through multiple linear regression research,it is found that tourist satisfaction will directly affect tourists’ willingness to recommend and revisit.Tourism image,coastal natural tourism resources,tourism services and facilities are the core elements that affect the attractiveness of coastal tourism in Sanya,and the corresponding regression equation is proposed.(4)In combination with the IPA analysis method,tourists believe that the importance of the coastal tourism attraction index and the average satisfaction with various indicators in Sanya are 3.87,and the water landscape,weather and climate,tourism safety,meteorological landscape,accommodation services and facilities,transportation services and facilities are the most important factors for tourists.Tourists have the lowest satisfaction with Sanya’s urban environment and the highest satisfaction with Sanya’s coastal natural tourism resources.Through the quantitative relationship between importance and satisfaction,seven pairs of major contradictions restricting the development of coastal tourism in Sanya are found.Therefore,it puts forward targeted development suggestions for the four categories of indicators divided by the IPA method: maintain the competitive advantage of high performance factors,gradually improve the development of low performance factor indicators,focus on improving the basic factor indicators.