The Study Of Whitewater Drifting Tourism Product Development Based On Tourists Experience At Hongkou Scenic Spots Of DuJiangyan City

Whitewater Drifting is a provocative and soul-stirring activity which needs to use large number of physical strength and a spirit of adventure and to overcome difficulties, activity in the fast currents in the upper reaches of the river, upstream from the participants by boat or Inflatable along the water and under. By the use of the boat drifting boats are canoe, kayak and inflatable. Canoe and kayak for the individual operations, compared with people on boats, and more use of commercial exploitation of the main mode of operation, the passengers needn't possess driving boat capacities. Drifting activities since the 1980s the rise in China, has become a tour of the people in scenic area, to achieve preventing sunstroke, experiencing the excitement challenges, and the natural aspirations of intimate contact, such as the first choice of recreation activities. Hongkou drifting relying on its unique natural conditions, huge market demand, continue to grow and develop more and more. At present, development of Hongkou drifting is very prosperous, whose reception time and scale have the potential to expand year by year. This study based on exploring tourists experience analyzes the motivation of Whitewater drifting Participants, understands the demographic characteristics of tourists and consumer purchases related with travel, and analyzes the survey data by descriptive and inferential statistics methods in order to draw conclusions and recommendations for tourism enterprises to improve the quality of services, investment expansion of recreation and reception facilities, development of new products.This study adopts sample survey research methods, conducts close-ended questionnaire to collect the data. The questionnaires of motivation and tourists experience employ Likert scale 5:00. Research subjects were selected by spirit of non-random of convenience sampling process. There were 491 questionnaires distributed and received 467 questionnaires. The response rate was 95%. In addition, there were 288 valid questionnaires. Questionnaire efficient is 59%. This study introduces frequency analysis, descriptive statistics analysis, item analysis, factor analysis, Cronbach's alpha coefficient, Paired-samples T Test, and Importance Performance Analysis (IPA) to analysis the data.At last, this study proposed five suggestions to related managers for depth development of tourism products. First of all, this study puts forward a description and location on Hongkou drifting marketing. Next, Hongkou drifting company should carry out industry association and develop several projects to satisfy demand for tourists. Thirdly, the managers implement the Marketing strategy of Segmentation-Targeting-Positioning to increase publicity channels. Fourthly, Hongkou drifting company should take some measures to raise tourists spent. Finally, this study proposes some suggestions for making better and intensifying the twenty-three tourists experience items, according to the results of Important Performance Analysis.