A Study Of The Perception Of Tourists' Experience Quality In The Urban Waterfront Area At Night Tour

With the vigorous development of urban tourism, tourism products are competing increasingly and "all-weather" forms of tourism be taken seriously. Night tours are entering the stage of tourism development gradually and making a success in practice. At the same time, it has become the focus of competition between tourist cities in enhancing the visitor quality of experience and also enriching their tourism content.On the basis of background research and literature review, this paper presents the research framework.The concept of night tourism, tour of the city waterfront defined clearly from theory to practice. given an example of night tour in Hangzhou Grand Canal,we proposed the quality conceptual model of night tourism experience and verified the conceptual model based on a questionnaire survey. With the help of SPSS 15.0 statistical software, adopting analysis methods such as frequencies, factor, correlation regression,reliability,one-way ANOVA and other methods of the survey data analysis, summed up the impact the quality of visitors experience at night the four factors.they are named, "security and services", "Culture and price", "lighting design," transport and community"According to one-way ANOVA analysis, the paper compares individual properties of different visitors to experience the quality of the actual night tourism, learn about the characteristics of the target market. By means of research, we clarify from the spending of tourist night behavior, provide a basis for identifying the needs of tourists for tourism enterprises.But also made clear the night of the strengths and weaknesses of the canal, in order to operate the canal provide a basis for improved project.Finally, on the basis of a comprehensive analysis of the status of the canal night operations, the paper combined with empirical findings of the study,which put forward strategies and recommendations,such as the scientific planning and rational distribution of night project, integrating innovation and tourist routes, making a big night the canal, promoting family ties services, meeting the high quality tourist experience, leading reasonable idea of night consumption, and create a warm, ambience, safety atmosphere.