Study On The Quality Of Red Tourism Experience Under The Background Of The Long March National Cultural Park Construction

The quality of tourism experience directly affects the tourists’willingness to revisit and recommend it,which is related to the tourism attraction,competitiveness and sustainable development of the scenic spots.And the long march spirit as an important part of the red gene,its inheritance and carry forward the need to rely on the long march theme red scenic area to carry out red tourism,under the background of the long march national cultural park construction,tourists to the long march theme red tourism experience quality how and how to improve the quality of red tourism experience quality is to focus on,therefore,the long march theme scenic area red tourism experience quality has important theoretical and practical significance.This paper with 19 long march theme red tourist attraction as the case,octopus collected Ctrip,Hornet’s Nest,Qunar online evaluation data as the research object,First using ROST CM6 software for the network text analysis;Secondly using Nvivo12software for evaluation data code,extract red tourism experience quality influence factors,and build red tourism experience quality evaluation index system,Again according to Likert scale ascertain the index assignment standard,and assigne values to each evaluation factor,using entropy method to determine the factor weight.Finally,the linear weighted function method was used to conduct a comprehensive score analysis,IPA analysis and the experience quality analysis of the red scenic spots,and put forward the countermeasures on the basis of the summary conclusion.The specific analysis results are as follows:（1）The results of the network text analysis show that the preliminary overall perception of red scenic spot can be divided into five high frequency words,namely tourist attractions,red tourism form,tourist perception,tourism environment and atmosphere,tourism service and travel partners;and The overall emotion is mainly positive emotion.（2）The factors affecting the quality of red tourism experience are divided into five main categories:tourism attraction,tourism subject identity,tourism facilities and services,tourism environment and atmosphere,and tourism consumption,with 18 initial categories.（3）Overall score of red tourism experience quality was 3.117,somewhere between the general level and the relatively good,and closer to the general level.（4）The results of IPA analysis showed that the evaluation factors were mainly distributed in theⅠ、Ⅱ、Ⅲquadrant.There are seven factors entering theⅠquadrant,that is,tourists pay more attention to these factors and have a better quality of experience.There are nine factors distributed in theⅡquadrant.Tourists pay less attention to these evaluation factors,but they are relatively high evaluated.In theⅢquadrant,there are two evaluation factors:information publicity(X₃₅)and scenic spot management(X₃₆).Tourists not only pay low attention to these factors,but also have a low evaluation.（5）According to the red tourism experience quality of a single scenic spot,the comprehensive score of 9 scenic spots was higher than the average level,accounting for47.4%.From the analysis of various indicators,tourism attraction,tourism consumption,tourism facilities and service experience quality are not obviously different between each scenic spot;the identification of tourism subject,tourism environment and atmosphere experience quality have certain differences between each scenic spot.（6）The time series curve fitting results of red tourism experience quality show that the overall quality of red tourism experience of tourists to the Long March themed scenic spots has been on the rise since 2013.（7）In order to further enhance the quality of red tourism experience in the Long March theme scenic spot,from increasing publicity and education,strengthen subject identity;deeply dig red connotation,enhance tourism experience;improve service facilities,improve the service quality;speed up the integration of resources,optimize the tourism environment four aspects put forward countermeasures and Suggestions.