The Research On Experience Quality Assessment Of Intangible Cultural Heritage Tourism

In general,Academia divides "experience economy" into another new stage of economic development after agricultural economy,industrial economy and service economy.Experience economy lays emphasis on the design of the "stage" of service and consumption and consumer personalized participation.In the era of economic experience,consumers who prefer to be more proactive in the process of product design and service delivery pay more attention to the personalization and experience of the consumption processes,instead of being passive recipients of products or services.Tourism can be seen as a complex activity.On the one hand,it needs to meet the tourists' needs of "food,live,travel,visit,shopping and entertainment," and other aspects of the integrated needs;On the other hand,visitors' various experiences and feelings are not same during the tour.Therefore,the tourism industry can be seen as a natural experience industry.To a certain extent,this natural experience attribute determining the further development of the tourism industry needs constantly adjustment and transition,to meet tourists' personalized and experiential needs under the era of experience economy.Intangible cultural heritage has a very high artistic value which is taken as national traditional characteristics of the cultural gene,carrying the whole nation's collective memory,precipitated a rich traditional culture.From another perspective,it is a kind of valuable tourism resource.At present,China's intangible cultural heritage which is taken as tourism resources for the development and protection is facing many difficulties.On the one hand,the great changes of modern people's production and life style are changing the original ecological environment in which the intangible cultural heritage survives.On the other hand,the external output of European and American culture has a great impact on the development of Chinese traditional culture,especially the intangible cultural heritage.The experience economy brings a brand-new perspective to the tourism development of intangible cultural heritage.It not only helps to achieve the goal of sustainable development and protection of intangible cultural heritage,but also can make the tourism industry achieve further develop.However,the study of the experience quality of intangible cultural heritage tourism is an area that cannot be neglected both in academia and in industry.Based on Ryan "expectations-meet" model and using clustering analysis method,this study constructs the evaluation index system of intangible cultural heritage tourists'experience quality which contains four indicators such as tourist's personal internal factors,intangible cultural heritage resources,service level and infrastructure.At the same time in order to verify the rationality of the index system,a questionnaire survey is conducted on the Millennium Jingdezhen which is a historical and cultural city.This paper explores the factors and elements of the evaluation of the quality of tourism experience of Jingdezhen intangible cultural heritage by factor analysis.At the same time,using the IPA analysis method to project the contribution rate and perceived effect of the above elements to the visitor experience quality to the matrix which is analyzing the importance and performance of the influence factors of tourism experience quality,so as to identify the elements of the evaluation of tourism experience quality to be further improved elements.Finally,according to the analysis,this paper puts forward targeted recommendations for further improvement.