Research On The Tourist Experience Behavior Of Guanzhong Emperors Han And Tang Dynasties Based On Geographic Big Data Analysis

Cultural heritage is a kind of social,political,and economic resources.The cultural heritages with national level significance contribute to improve the national cohesion,enhance the sense of national pride and set up the national consciousness by "telling" the uniqueness of the country's history.As the main business of the economy of cultural heritage value,the cultural heritage tourism is one of the important tourism products.Visitors experience is considered as the kernel of tourism,and therefore,the study of tourism experience is always an important research content in tourism discipline.This paper,taking the traditional tourism scenic spot-the mausoleum of Hadrian cultural heritage as an example,embarks from the tourists travel behavior rule,and probe into the tourism experience and the tourist demand with big data,which are the endeavor on the study of the visitors behavior at a cultural heritage site and the theory of the cultural heritage tourism development.With the tour push-pull model as the basic research framework,this paper employs the method of field investigation,literature research,network text analysis and multivariate statistics analysis to analyze the tourists spatial-temporal behavior in Guanzhong Hantang mausoleums.The sentiment analysis are employed to evaluate the tourist's satisfaction and the semantic analysis to the tourism focuses in order to find out the demands of the tourists.The data sources come from Baidu index,Weibo data,tourism blog,and other forms of tourism big data are,supplemented by questionnaire and interviews.The research area is one of the most important mausoleums sink in China and five mausoleum scenic spots(Han Yang mausoleum,Maoling,Duling,Zhaoling and Qianling)are chosen as the examples.There are four parts as the core contents:the first part is the tease on the related concepts and theories;the second part analyzes the tourist experience behavior at the different tour stages;the third part is to build the value appraisal system of Guanzhong Hangtang mausoleums;the forth part is to put forward marketing strategies matching the tourists' experience.The main conclusions are as follows:(1)The information search and the decision behavior before their tour shows the preferences of the potential tourists in Guanzhong Hantang mausoleums.In space,the preferences are effected by the distances and the cultural gaps between the tourist habitations and the mausoleums,which the eastern area are higher than the Midwest area.In time,the search rises annually and smoothly.The weekly change shows that decision stages are divided into 3 parts including information search,decision-making and decision-implementing.The hot search keywords reflects the decision factors.The mausoleum tourists focus on the authenticity in the mausoleums which is incarnated by the mausoleum host,the landscape structures and the protection level.(2)The tourists experience on the travel shows the spatial-temporal dynamic and sentimental characteristics.In time,tourists rises annually and the second and third quarters are the high seasons;the weekend effect is obvious.And the time characteristics lag behind the information search.In space,the relationship between tourists and distance accords the W distribution.The sentimental analysis reflects the low on-site experience and the season differences.This research introduces the concepts of tourists support degree and tourists likeability to evaluate the diversity in the Chinese tourism market.(3)The tourists experience after tour is the reorganization and apperception of memory.The deep impression to the tourists are the tourism resources,service,and activities in the mausoleums.The semantic analysis on the tourists experience reveals the core tourism attraction and function.(4)Guanzhong Hantang mausoleums possess the high tourism value with rich structures which can provide kinds of ways to satisfy the tourist experience.This research presents the tourism resources structure systematically from viewpoints of the tourist experience and build the value appraisal system of Guanzhong Hangtang mausoleums in consideration of the space distribution,cultural characteristics,development advantages and the tourist experience.The system contains four elements with 9 items.The mausoleums can be graded into 3.This paper achieves the breakthrough in the following aspects:Firstly,this research reveals the tourists experience characteristics during the different stages.The process of tourist experience is divided to 3 stages:The information search and the decision,the tourists experience on the travel and the tourists experience after tour.The big geographic data can provide numerous information on the tourist experience.Secondly,this research finds out the different experience appeal from the various information channels.The analysis on the Baidu related keywords grasps the hot searching information.The sentimental analysis evaluate the tourist satisfaction.The semantic analysis excavates the core tourist experience.Thirdly,this research constructs the value appraisal system of Guanzhong Hangtang mausoleums according to the characteristics and demands of the tourist experience combined with the characteristics of heritage sites,provides the evaluation basis for the cultural heritage tourism planning and development.