Research On The Improvement Countermeasures Of Immersive Cultural Tourism Products In Yongding Tulou Scenic Area Based On Tourist Experience

With the improvement of people’s living standards and the acceleration of social urbanization,experiencing rural life,getting close to nature,and living in harmony with nature have gradually become a new way of life for people to reduce the burden and relieve the pressure of life,and the experiential tourism model has emerged as the times require.Yongding Tulou is a typical building in ancient Chinese dwellings,and is loved by the world because of its unique natural landscape.The development of Yongding Tulou Scenic Area has increased the types of tourism products in Yongding Tulou,and the average number of people received per day has increased,but the experience level of tourists is still limited.This is mainly because people’s consumption demand continues to increase in the context of the experience economy era.In the process of transitioning from purchasing products and enjoying services to personal experience,what people pursue is not only physical goods,but a feeling,a memorable and personalized travel experience.Therefore,Yongding Tulou Scenic Area should provide tourists with immersive experience scenes through the promotion of cultural tourism products,so as to attract more tourists to Yongding Tulou Scenic Area.This paper sorts out the tourism experience and related materials of Yongding Tulou Scenic Area comprehensively,and determines the promotion strategy of cultural tourism products in Yongding Tulou Scenic Area,starting from the experience of tourists.This paper first analyzes the current situation of the scenic spot,cultural tourism products and regional advantages,and then through questionnaires,understands and masters the problems existing in the development of cultural tourism products in Yongding Tulou Scenic Area.The content of the questionnaire consists of4 items and 28 questions,and the survey is conducted through We Chat and the operation method of on-site distribution.A total of 350 questionnaires were distributed,and 346 were returned.The effective questionnaire recovery rate was98.86%.The results analyzed by SPSS 21.0 show that the α coefficient is 0.985,the KMO test coefficient is 0.964,and the Sig value is less than 0.05,which can meet the requirements in terms of validity and reliability.Then IPA analysis method was used to conduct statistical analysis on 28 factor variables of tourists’ expectations and experience in Yongding Tulou Scenic Area.It was found that the total average value of tourists’ expectations for tourism products in Yongding Tulou Scenic Area was3.97,and the total average value of tourist experience in Yongding Tulou Scenic Area was 3.86.PV=-0.11<0,which shows that the overall experience of tourists in Yongding Tulou Scenic Area is lower than the expected value.After visiting Yongding Tulou Scenic Area,the overall experience of tourists is relatively poor.In terms of theme experience creation and interactive experience design,Immersive experience project product development,tourist experience experience and other aspects need to be improved.Finally,based on the principles of creating immersive experiences such as theme,experience,difference,and interaction,this article gives a promotion strategy for the cultural tourism products of Yongding Tulou Scenic Area based on tourist experience,that is,to improve the environmental construction of the scenic spot and effectively enhance the tourist experience.Sense of experience;create a themed experience atmosphere and develop characteristic earth building tours;create derivative products with rich content to drive tourists’ experience participation;use immersive accommodation experience product design and Yongding festival activities to render the experience atmosphere.This paper takes the development and innovation of tourism products in Yongding Tulou Scenic Area as the main research goal,and creates more tourism experience projects that meet the ecological development and fashion taste for the local area;at the same time,it can also enrich the product system of related experience tourism,and finally achieve The mutual verification of theoretical application and actual operation.