Research On Influencing Factors Of Taoist Culture Tourism Experience Quality At Longhu Mountain

Longhu Mountain has been claimed not only as the birthplace of the school of Zhengyi,Taoism,but the National Scenic Site and World Geopark known to the major public.The spectacular role of being the origin of Taoism has invested this place with innumerable inheritances of Taoist culture existed,making Luhong Mountain an extremely unique cultural phenomenon coupled with Danxia Platform and Shangqing ancient town.Taoist culture is the cultural pillar of the development of tourism here.However,its development has many problems such as the lag of tourism product development and the lack of brand marketing strategies.It can not effectively satisfy the tourists' Taoist cultural tourism in terms of the experience quality.In this context,the application of tourism experience theory to the research on the factors influencing the quality of Taoist culture tourism experience here is attempted to construct the system of influence factors of Taoist culture tourism experience quality,and rank the importance of influencing factors.I hope that it can provide a viable reference for the Taoist cultural tourism of Longhu Mountain to better improve the quality of tourists' experience.This paper explored the possible factors that affect quality of experience of Taoist cultural tourism from two aspects: tourists and traveling destinations,developing in a systematic manner “Questions—Analysis—Solution”.There are in total 6 chapters.Firstly,questions were raised in Chapter 1 and Chapter 2,namely,the research title was established on the basis of doing quantities of researches into the relevant macro-backgrounds about Taoism,as well as the related worldwide research papers in the field about Taoist culture and the tourism experiences existed.Besides,this paper,closely associated with the theoretical foundations,delved into differentiating the distinct notions of “Taoist Cultural Tourism” and “Experience of Taoist Cultural Tourism”,theories including “Tourist Motivation Push-Pull Theory”,“Tourist Motivations” and “The Theory of the Relationship between Tourism Expectation and Tourism Experience Satisfaction and the Theory of Experience Quality”.Furthermore,the following Chapter 3 and Chapter 4,core to the entire research as the highlight part,analyzed the questions raised in the previous chapters.Chapter 3 proposed a research hypothesis on the factors that might have affected the quality of Taoist cultural tourism experience,factors such as participants and destinations.Chapter 4,however,is based on the case of Longhu Mountain,via the questionnaire design and investigation of empirical research,and screening the specific measurement indicators of the influencing factors through factor analysis,using the analysis of variance,correlation analysis and regression analysis.The factor hypothesis is verified and the influence degree of each influencing factor on the quality of Taoist cultural tourism experience is explored.The structural model and system of the factors influencing the quality of Taoist culture tourism experience here and the important analysis conclusions of the influencing factors of Taoist culture tourism experience quality The structural model of the factors affecting the quality of Taoist culture tourism experience includes two major parts: tourists and tourist destinations.Tourist factors include demographic characteristics,knowledge and experience factors,and willingness to learn and preferences.Local factors include: aesthetic experience,interactive experience,knowledge-seeking experience,and immersive experience factors.Then IPA analysis method is used to compare the importance of its influencing factors and the actual performance,and find out where it is necessary to improve or maintain.Last but not least,chapter 5 and chapter 6 are the solution part with the recommended strategies provided,strategies that factored in two major aspects and seven factors as illustrated previously,in hope of being of some help improve the quality in relevant research and facilitate the development of traveling in Longhu Mountain.The barriers the author encountered while writing this paper were mentioned in Chapter 6,as well as the shortcomings and limiteds of the research.However,exception was still held by the author about further research,either qualitative or quantitive,about the Taoist culture tourism experience.