The Visitor Perception Of Crowding Research Of The Summer Palace In Beijing

With the rich of the tour experience and the improvement of people`s living standard, visitor tourism demand have been changed from simple sightseeing to experience phase. When faced the negative response of overcrowding, visitors were strongly unsatisfied. The phenomenon will influence visitor satisfaction. Based on comprehensive consideration of actuality, if managers can suitably affect visitor perception of crowding, then promote experience quality and relieve recreational sites pressure. It has great realistic significance. Since 1960s, overseas perception of crowding has been researched in two fields. In the two fields researchers got a lot of significant results. Overseas researches play an important role in promoting visitors experience quality and relieving recreational sites pressure. However, in the mainland of China, this kind of research is just start, and perception of crowding is considerably heterogenous. Most of researches are qualitative description and numerical estimates, and they lack practical guide for recreational sites management. Based on this background, according to introducing overseas management theories expediently, this research selects the Summer Palace as the research area. Through questionnaire, deep interview, field survey, the research analyzes the possibly factors that affect visitor perception of crowding .During research, based on descriptive statistics, firstly, the research determines 20 factors that affect visitor perception of crowding through correlations analysis. Secondly, the research establishes the index system through factor analysis. Thirdly, the research determines effect degree of 20 factors for perception of crowding through establishing regression equation. Forthly, the research builds a effect visitor perception of crowding management frame for the Summer Palace. Finally, the research provides some advices that are beneficial to affect visitor perception of crowding in the Summer Palace. The research has both innovation and practicability. The author expects that it can provide some reference for both the management of the Summer Palace and relative domestic research.