A Study On The Development Strategies Of Nighttime Tourism In Xi’an’s Datang Nocturnal City From The Perspective Of Tourist Perception

With the diversity of tourism market demand,The level of tourist product demand has also increased.People need to experience more pleasant,richer,more shocking and more personalized tourism products.Night tourism is a popular tourism product in recent years.Night tourism is not only the demand of tourists,but also the only way to develop tourism products.From the perspective of tourism,night tourism promotes the city’s nighttime economy;From the tourist’s point of view,night tourism is the preferred tourism mode for tourists,and the market demand is strong.However,There are few existing studies that examine the development of night tourism from the point of view of tourists’ perceptions.Therefore,it is worthwhile and meaningful to study night tourism from the perspective of tourists’ perception.At the same time,considering the long-term development of night tourism,studying night tourism in Datang Nocturnal City from the perspective of tourists’ perception also has a guiding role in determining and adjusting the long-term implementation strategy of night tourism in Datang Nocturnal City.Based on that,In the context of the development of night tourism,This paper attempts to study the discussion of the development strategy of nighttime tourism in Datang Nocturnal City from the perspective of tourists’ perception.The specific studies are as follows:Based on the theory of tourists’ perceived value and tourists’ experience,this paper collects and organizes data based on literature research method,field survey method,questionnaire survey method,data analysis method and semi-structured interview method,and systematically organizes and analyzes the data through SPSS,and finds that the following problems exist in the night tourism of Datang Nocturnal City:(1)service needs to be improved;(2)lack of flexibility in consumption;(3)lack of convenience in transportation;(4)insufficient interactive experience products;(5)homogenization of nighttime image;(6)lack of target in marketing and publicity.In view of the above problems,the following countermeasures are proposed for the development of nighttime tourism in Datang Nocturnal City:(1)optimize service facilities and improve service quality;(2)promote multi-level consumption demand and make reasonable use of price flexibility;(3)Strengthening traffic control at night to enhance traffic convenience;(4)increase interactive experience and continuously enrich interactive products;(5)enhance market competitiveness and create a unique nighttime image;(6)expand publicity efforts and enhance marketing relevance.This paper combines qualitative research and quantitative research to study the night tourism development of the Datang Nocturnal City from the perspective of tourists’ perceptions,to provide new ideas for the night tourism of the Datang Nocturnal City to improve tourists’ perceptions,and to provide a basis for improving the deficiencies of the night tourism of the Datang Nocturnal City.