A Study On The Perception Of The Value Of Yan’an Red Tourism Based On The IPA Method

As a new form of tourism based on red Cultural resource management and aimed at revolutionary traditional education and patriotism education,Red tourism has become a "big classroom" for people in the new era to understand Chinese red culture,review classic red stories,rebuild patriotism and rebuild cultural self-confidence.Since the 21 st century,Red tourism has shown great potential,and has shown a dual driving trend with related policies.As a political and cultural project in China,Red tourism has entered a stage of rapid development of marketization,with increasingly fierce competition,and the consumption level of tourists is also increasing,from traditional sightseeing tourism to in-depth experience tourism.For a long time,Yan’an,the Chinese revolutionary holy land with rich Red tourism resources,has attached great importance to the protection of these resources,persistently promoted the development and utilization of these resources.Driven by good opportunities,it has achieved remarkable results,and tourists are increasingly concerned about them,but there is still a gap between high-quality development and it.Therefore,studying the value added of Red tourism in Yan’an from the perspective of tourists’ perception and exploring the constraints of its current development can provide a new idea for the development of Red tourism in Yan’an,which has important theoretical and practical significance.Based on the perspective of tourists’ perception,this paper chooses Red tourism as the research object.On the basis of previous studies,based on the theories of tourists’ perception,sustainable development,IPA analysis model,and combined with the characteristics of Red tourism resources in Yan’an,this paper constructs an indicator system of the value perception of red tourism in Yan’an from six value dimensions of history and culture,art and aesthetics,scientific education,recreation,economic environment,and service.According to the indicator system,the questionnaire was developed,and the first-hand data was obtained from the field survey of Red tourism tourists.The SPSS software was used to conduct the single sample and paired sample T-test of importance and performance.Based on this,the IPA analysis method was used to explore the actual situation of tourists’ perception of the value of Red tourism in Yan’an.The research finds that the importance and performance indicators of Red tourism’s red historical and cultural value and scientific and educational value are good,which is the advantage of Red tourism in Yan’an.In the future,Yan’an should continue to pay attention to the inheritance and development of Yan’an’s red history and culture;The artistic aesthetic value located in the second quadrant is of low importance and high expressiveness,indicating that tourists are relatively satisfied with it.In the future,moderate adjustments can be made to the development of Yan’an’s artistic aesthetic value;The importance of economic Environmental Values is high and its performance is low,which is an urgent aspect of Red tourism in Yan’an;The importance and expressiveness of service facility value and recreation value are equal,which can be considered and developed temporarily.However,with the diversified development of tourists’ experience needs,this is also the place where Red tourism in Yan’an needs to be improved in the future.For the above IPA matrix divisionBased on the principle of sustainable development and focusing on highlighting uniqueness,enhancing the sense of experience and enhancing influence,the four regions of Red tourism in Yan’an put forward specific value-added countermeasures to promote the full release of the value of Red tourism in Yan’an.