The Research On Tourism Experience In Jiangxi Museum Based On The Analysis Of ASEB Grid

With the arrival of the experience economy and the rapid development of tourism, museum tourism is also favored by the more visitors, while the tourists'needs become more diversified, and they have the pursuit of more personalized and experience of the museum tourism products. Museum tourism resources are rich in China, but because of management, business philosophy, product supply and other reasons, compared with the museum tourism in developed countries, and there is a large gap between them. The research on museum travel experience is relatively poor in the current, and particularly it is less to introduce the ASEB grid analysis to the research. This study is carried out, for example Jiangxi Museum, with ASEB grid analysis as the basic research method, through field research and asking visitors to speak fully, so that the present problems and the reasons can be found during tourism in Jiangxi Museum, the strategies can be put forward to enhance visitor experience, to stimulate the rapid development of tourism in Jiangxi Museum. All of them have important academic value and practical significance.Access to large number of documents and in-depth field research, based on the integrated use of qualitative and quantitative, theoretical and empirical, questionnaire and interview, the study explains the theoretical framework and empirical research ideas of the museum tourism experience. The study designs two questionnaires with the visitors'experience in Jiangxi Museum using ASEB grid analysis, based on the museum staff and visitors in-depth interviews, questionnaires, collects a large lot of first-hand information, and then using EXCEL and SPSS statistical software on a statistical analysis of the questionnaire, obtains ASEB grid analysis conclusions in Jiangxi Museum, including tourists both satisfaction and dissatisfaction.In this study, the following aspects to do analysis and research systematically:(1) The paper arranges the concepts and features of the museum tour, and its research status at home and abroad, and describes five aspects on domestic and international travel experience, including the concept of the travel experience, motivation, form, type and model, process research, quality and measurement in detail. Tourism experience of the museum is summarized in two aspects, namely, the development and design of experience-based museum tourism product, special and its specific case studies of museum travel experience.(2) On the base of questionnaires and interviews in the field, the paper carries out a detailed statistical analysis on the personal background of tourists, tourism policy formation, the expected degree before travel and the satisfaction degree after experience, and travel follow-up actions, uses ASEB grid analysis to analyze strengths, weaknesses, opportunities and challenges of visitors experience in Jiangxi Museum, then comes to the conclusions that the visitors show higher satisfaction on experience of the exhibits show and leisure environment, while the visitors are not satisfied with some aspects of exhibits show, the involvement of visitors activities, museum services and the promotion and marketing in Jiangxi Museum.(3) According to the theoretical guidance and data analysis, for the problems of visitors'experience in Jiangxi Museum, and its strengths and weaknesses, opportunities and threats facing, some proposals are given to enhance tourist experience in Jiangxi Museum. Include: changing the concept of development, improving the internal management, accurately positioning target market, the development of tourism products to experience high satisfaction, increasing marketing efforts to promote tourism and the establishment of the museum experience evaluation index system.