The ASEB Matrix Analysis Application In Feixi Rural Experience Tourism

In recent years, more and more countries pay attentions to the rural tourism.The ruraltourism has become an important part of tourism. In our country,under the wave of leisureand the development of experience economy, people has not satisfied with simplesightseeing tourism any more.The Rural experience tourism which has fused modern traveldemand and traditional leisure is developing rapidly. Rural experience tourism opened amore harmonious way of tourism development and protection of traditionalculture.However, some of experience rural tourism sector in our country has only payedattention to materiality tourism resources which will bring them economic benefits in ashort term,but has neglected the traditional cultural tourism resources. In recent years,Feixi rural tourism has made some achievements, has become the "gold standard"to Anhuiprovince rural tourism.But they also face the bottleneck problem that lacking ofexperience under the Experience Economy because of neglecting the traditional culturaltourism resources.It’s too difficult to develop achieve and even to promote traditionalcultural heritage for Feixi rural tourism against this background.ASEB grid analysis is a new information analysis techniques, emphasizing theimportance of the experience of visitors, which is designed for Experiential consumptionproblems, is more suitable for experience tourism products. The tourism products undertraditional SWOT analysis is difficult to conduct development and experiential marketing.Take Feixi rural tourism experience for research platform in this paper, absorbing thebasis of previous studies. Analyze Feixi rural experience tourism different groups oftourists travel experience and benefits according to the theories of tourism experience andmotivation.Analyze Feixi rural experience tourism with ASEB analysis methods, throughquestionnaires and interviews collected data. Put forward some advices to Feixi ruralexperience tourism according to t he results of the analysis. Expect to solve the problem ofFeixi rural experience tourism during their development.The main contents and research findings of this paper:Firstly, this paper enriches the theoretical analysis and practical analysis.research thebasic theory of rural tourism and experience theory.Analyze the strengths, weaknesses,threats, opportunities in the rural tourism experience activities, rural tourism environmentof experience, the experience of rural tourism, and tourists’interests respectively accordingto the data by questionnaires and interviews. And come to the ASEB matrix of Feixiexperience tourism development. Secondly, propose some strategy to Feixi rural tourism experience activities, ruraltourism environment of experience, the experience of rural tourism, and tourists’ interests.Seize the opportunities based on the existing advantage. Specifically, attach importance toopen up the depth experience products, plan different experiences Theme based ondifferent groups of tourists, build the quaint experience environment,pay attention to thedevelopment and protection. Carry forward the traditional architectural culture byprotection of traditional houses. Provide better services for the construction of a newsocialist countryside through promoting the development of rural experience tourismhealthily and rapidly. Expect to keep Feixi rural experience tourism developmentsustainablly.