The Research On The Influential Factors Of The Quality Of Dong Village Tourists

At present, with the rapid socioeconomic development in our country, the role of culture in social development is becoming more and more prominent. The Continuous integration between tourism industry and cultural industries will be the future direction of tourism development. Ethnic Cultural Tourism is the product of a combination between culture and tourism, and has begun to flourish in recent years. Ethnic Village as an important carrier of national culture, is the most intuitive flection of the traditional culture conditions. It is the core that ethnic culture experience is village tourism, namely a activity that the visits of village tourism experience the special and novel local nation culture.However, first, in the current study cultural experiences research mainly related to cultural exchanges, language learning and teaching areas. But In tourism academic research, cultural experience research field is blank. Second, specific ethnic cultural tourism studies is rare in ethnic village cultural experience research. Third, the study of tourists of ethnic villages is insufficient in academia. So the current situation is not conducive to the development of ethnic village cultural experience.Therefore, this paper studies on the influence factors of Dong village tourists cultural experience quality and the influence of various factors from the perspective of tourists in cultural experience research field. Firstly, on the basis of wide reading and concluding previous studies, Learning the relevant research methods and theoretical results to provided the basis for this article. Secondly, combining the reality of culture tourism development of Dong village, it finds out the related factors affecting the quality of tourist experience. Factors as listed below:From the perspective of tourists, there is demographics, knowledge and experience, willingness to learn and preferences. Destination factors are aesthetic experience, interactive experience, education experience and flow experience. Then it makes a research hypotheses of factors affecting the quality of tourist experience. Thirdly, it utilizes questionnaires to survey tourists in the Eight Villages Scenic, then statistics and analysis on the results, using factor analysis method to filtrate factors, and test questionnaire construct validity. Using the Analysis of variance, correlation analysis and regression analysis to verify hypothesis, and explore the extent of each factor on the quality of cultural experience. Descending order of impact factor is interactive experience, education experience, aesthetic experience, knowledge and experience, immersive experience, willingness to learn and preference. Comparing the importance of influencing factors with actual performance using IPA analysis method to find out which need to be improved or maintain the status quo. Finally, proposed to improve the quality of Dong Zhai tourists cultural experience, in order to boost the development of the future research on cultural experience quality and tourism in ethnic villages.