Study On The Design And Optimization Of Hainan Island Tropical Forest Tourist Routes

Hainan is a province which has the largest tropical forest and the most abundant resources in the tropical rain forest in China.The development of tropical forest tourism has the advantages of natural resources, the development prospect is broad,the development potential is huge.As a tourist route which has an important role in the development of forest tourism,it is still in a relatively low level,and it is urgent to design and optimize the forest tourism routes.Although the current research on the tourist routes has made some achievements in some respects,but there are still many deficiencies: There is a lot of research results on the basis of facts,and the basic theoretical research is lack; The lack of practical operation of the significance of the design and optimization of the design and optimization of the tourism technology,evaluation model,and so on.In this paper, Conjoint analysis is referenced to study, with the help of SPSS software,the impact of tourists on the Hainan forest tourism line selection of the attribute and attribute value of the calculation of the value of separation, and the line market share forecast. Will affect the tourists to the Hainan forest tourism route choice attribute and the attribute level utility value to calculate the separation,and forecasts on the line the market share.In order to analyze the preferences of tourists,get the potential evaluation criteria in the minds of tourists, and then find the best line product portfolio in line with the psychological expectations of tourists. On the basis, it is helpful for the design and optimization of Hainan tourism routes. The process and result of the whole conjoint analysis make the design and optimization of the tourism route objective, technology and scientific. The main conclusions are as follows:(1) We define "Core attractions of forest tourism type", "Attractions combination type", "The number of spots", "Traffic experience", "Accommodation" as a tourist key attributes of Hainan forest travel route selection by the way of literature review and in-depth interviews, and defines the attribute level of each main influence attribute.(2) From the group analysis results: when visitors choose Hainan forest tourism routes, the influence of their choice will be on the importance of the degree of: "Accommodation", "Traffic experience", "Attractions combination type", "Core attraction type" and "The number of spots".(3) In the five major attributes of the Hainan forest tourism route selection of the tourists : the attributes of the core attractions types of visitors has the max preference to the "Forest leisure resort category", followed by the "Forest tourism category" and "Forest participation experience"; the attributes of combination attractions types of the visitors favorite collocation is the order of the "Tropical coast", "Entertainment" and "Cultural landscape"; "The number of spots" preference sequence: "2", "3" and "Greater than or equal to 4" scenic spots; the demand of the visitors to the "Traffic experience" is higher, generally tend to get good experience in the process of forest tourism traffic; "Accommodation" is the biggest impact factors of Hainan tropical forest tourism routes for visitors. In the process of upgrading the overall level of the tourism line, we could improve the relative importance of some or some of the impact properties from the relative importance level.(4) According to the results of the calculation, we learn that the total utility of Card.18 which has forest participation experience, the combination of tropical coast,3 attractions,relax transportation experience and excellent accommodation is highest, the utility value reached 7.037. The results of the survey are consistent with the choice of the tourist routes of Hainan forest tourism.The total utility of Card.5 which has forest leisure resort, the combination of entertaining activities, 2 attractions, difficult traffic experience and poor accommodation is lowest, the utility value reached 4.332, Therefore we need to try to avoid to introduce this type of line combination. Besides, compare with the data,it is not difficult to find the advantages and disadvantages of board and lodging can be used as the basic condition of the forest tourism line whether is welcome.(5) Based on the utility value of the product attribute and attribute level of the calculated line, the market share of the 18 kinds of Hainan forest tourism products was simulated by using the maximum utility model,results show: in the front of forest tourism products in the Market share "Accommodation" and "Traffic experience" is often more favorable, Reflect the quality of catering and accommodation, and the integrated experience of transportation for forest tourism line products are becoming more and more important, Tourists generally disgusted in the forest tourist routes due to more attractions, traffic inconvenience, prefer to forest leisure resort type core forest tourist attractions and select with tropical coast tourist attractions types.(6) Introduce a new research method of Conjoint analysis to theme tourism line design and optimization of tropical forest In Hainan.It is beneficial to make the design and optimization of the tourism route technology and scientific.Finally, combined with the actual situation of Hainan, design and optimize the four Hainan forest tourism line products.