Tourists Situational Perception And Its Impact On The Quality Of Tourist Experience

With the development of the tourism industry, the growth of the number of tourists, era of mass tourism also comes subsequently. The mass tourists in cultural tourism experience have their obvious tourist behavior characteristics. Bob Mckercher, Hilary du Cros had made a survey and found that58%of the cultural tourists to Hong Kong at the end of the1999said cultural tourism just play the role of little or no work. Summed up their activities are much sightseeing, taking pictures or learn a little about the culture and heritage of Hong Kong, just in a relatively superficial level of spending a lot of experience on the purpose of culture, only4%of people came to visit Hong Kong because of the height of the cultural tourism motivation, and get a profound experience.According to Li Shuangshuang (2006),compared with the masses of tourists and traveler, she found they were different in appreciate the of Chinese opera. The former are mostly not on the purpose of culture. They are institutionalized tourists, who are those with the help of a medium to deal with all or part of the tourism. Masses have the motivation of "curiosity" and "confirm" when they enjoy Peking Opera. Most of their attention is at the scene of the drama elements which can give a person visual pleasure, such as facebook, special effects. And the understanding of Peking Opera basic stays in "don’t understand" stage. Nowadays much of the tourism management of cultural heritage does not meet tourist’s need. The explanatory material of the heritage sites is from heritage report or record copy word by word, which is too long and difficult to read, to understand. The role of the text is alienated from tourists, rather than to attract them. Mass tourism at the same time is regarded as the reflection of the life in America which has been overwhelmed by false events and human experience to some extent. Mass tourist is described as a passive bystander. They like to be separated and prefer to ignore the real world around them. The result is a man-made tourism experience and the tourists are surrounded with a false barrier around (Boorstin,1964). Tourism industry tries to leave the tourists for as long as possible in tourism destination, by enhancing the effective meaning of products for tourists and implementation of product standardization, commercialization. All above is to meet the consumption demand of tourists. Tourism business enterprise is rational, however, chasing profit decides the formation of most of the decisions. Now many domestic cultural heritage sites not only have failed to develop good existing resources to meet the demand of tourists, also forget the tourism experience is in the pursuit of "difference" and the wholeness, emotional character of tourism experience. Presented to the tourists only is some material, without considering the the "spirit" demand of tourism experience. At the same time, it appears the phenomenon of excessive commercialization, tourist route curing, selling souvenirs which with nothing new, all kinds of soliciting behavior, rip off. Based on this, the author puts forward the attention to tourism situation, because the situation is the pursuit of material and spiritual, the construction of tourism situation is, on the one hand, to reduce the perceived costs of tourists, to make some abstract and spirit of popularization and story, on the other hand, it is important for tourism situation, which must have a "subject", integrity, containing the "local" at the same time. This will let the tourists have the feeling of being "surrounded" in space, with deep and meaningful experience.The article’s research on the tourism situation can be divided into two main routes. On the one hand, I will explore the concept of tourism situation itself, its property and construction with the existing theory and by means of text analysis method. On the other hand, in the existing understanding, conclude tourism context factors affecting the quality of tourist experience, establish logic relationship between tourism situational awareness and the quality of tourist experience. This part, extract the tourist’s high-frequency words by using content analysis method, exploring the meaning behind the words. Finally, in order to further understand tourism situational awareness’s impact on the quality of tourist experience, the author collected through questionnaire survey of tourists’perception to the ancient city of Pingyao tourism situation. With the aid of data, make validation of the relationship between the tourism situational awareness and the quality of tourist experience. How tourists’attribute regulates the relationship between them is also verified. Based on the above research, this paper mainly comes out the following conclusion:(1) Tourism situation is a definite environment. It has multiple meanings for tourists, containing the "collective memory" and "personal memory". The tourism situation of ancient city is like communion stage of the audience and actors, which is the stage space full of symbols and meaning.(2) Tourism situation is generated by a story or narrative, also by the material and tourists present experience. The former construct the tourism imagination, however, the later stimulates and arouses the tourist to imagine. Tourism situation is between fantasy and reality. (3) Building good tourism situation must have a sympathetic subject to tourists. Theme development needs stories. A story is a meaning injection process to landscape. Theme and the story weave can be based on historical facts or be fiction. But not be away much from the "locality" of tourist destination (mainly for cultural tourism experience). This is to ensure the "real" basis of tourism experience. At the same time, tourism situation’s embodiment is the path to ensure multi-sensory experience and deep engagement. Based on this, it is concluded that the tourism situation is of two sides-materiality and spirituality.(4) The main factors of tourism situation affecting the quality of tourist experience is physical environment, the theme/story, atmosphere, service (mainly the staff and the locals). Tourists’personal factors and perceived value which are as the adjustment or the result evaluation will affect the tourist’s perception of the situation, then the relationship between the tourism situation perception and the quality of experience.(5) Tourism situational awareness has a significant effect on tourists perceived value; Tourism situational awareness has a remarkable effect on the quality of tourist experience; Perceived value has significant impact on the quality of tourist experience. Perceived value and personal factors are to make significant adjustments to the tourism situational awareness. Then the relationship between tourism situation and the quality of tourist experience is adjusted.(6) In view of the ancient city of Pingyao’s tourism situation awareness, tourists’ perceived tourism situation of Pingyao ancient city can be divided into three types:historical situation, leisure situation and the novelty situation. The history and the leisure situation are stressed by tourists in Pingyao ancient city tourism situation. The physical environment of historical situation preserved well. But the "Jin Merchant History" themes tourists are looking forward is not deeply experienced. Also the complete infection by historical situation is rarely felt, making involvement degree not high. Leisure situation of "slow" and "quiet" atmosphere let tourists satisfy, but the service facilities such as physical environment did not meet the demand of "comfort", the meaning of "home". Meanwhile, the "service" attaches great importance to "friendly" and "honest folkway" did not make tourists satisfy. The "souvenir" is most disappointed by tourists in a novel situation, which is neither novel nor unique. Accommodation, snacks and other service products, however, are of very local characteristics. Perceived emotional value is of particular interest to tourist, however, what Pingyao ancient city tourism situation satisfies tourists is perceived cognitive value.Due to the accumulation of theory is insufficient, energy and time is limited, the basic theory part of tourism situation is simply summarized. In-depth study is very necessary. The quantitative part of the design of questionnaire is too simple at the same time. Though the questionnaire quantity does not affect the data analysis, the quantity is a little less. The author expects in the future, by learning stage space, drama situation tourist experience design, further understands the tourism situation. At the same time, try to use grounded theory, based on observations, encoding text, extracting category. Then establish the category links to enrich tourism situational theory system. The article is mainly for cultural tourism, so the selected destination belongs to cultural landscapes or heritage. Try to classify the types of cultural tourist destinations and analyse the tourism situation characteristics and perception under different situation. Different cultural tourism destinations are like the ancient villages, ancient city, heritage or site, literature tourist destination, the museum and so on.