A Study On Satisfaction Of Cultural Experience In Ethnic Tourism Villages

In recent years,under the promotion of national policies,ethnic tourism is full of vitality.However,the tourism planning of some ethnic villages in China is not comprehensive enough,and the development and management mode is single,which leads to the problem of "one side in a thousand villages".Moreover,some ethnic villages pay too much attention to the investment of entertainment consumption projects and ignore the national culture as the core of tourism.After tourists experience,they generally reflect that the local ethnic characteristics are not strong and the humanistic feelings are not deep,which leads to the low satisfaction of tourists.In this context,the research on satisfaction degree of cultural experience of ethnic tourism villages can provide ideas for how to give full play to the advantages of cultural resources of scenic spots,improve the satisfaction of tourists' cultural experience,and then promote the sustainable development of scenic spots.Firstly,this paper defines the three concepts of ethnic tourism village,cultural experience and tourist satisfaction,and combs the domestic and international research status of ethnic village tourism,ethnic cultural tourism and tourist satisfaction.On this basis,based on the theory of expectation difference and referring to relevant literature,this paper selects 10 observation items,including residential architecture,national costumes,characteristic diet,handicrafts,language and literature,traditional etiquette,folk songs and music,national skills,folk customs and folk beliefs,and national festivals,and sets 2-5evaluation indexes for each item,and then constructs a tour from two aspects of expectation and perception Objective cultural experience observation and evaluation index system.Finally,taking Dezhuang Miao village in Xiangxi Prefecture of Hunan Province as a case study,the data were collected through field survey and questionnaire survey,and then the frequency percentage,cross(chi square),AHP weight,paired t-test and IPA quadrant diagram of SPSS software were used to study the demographic characteristics,consumer behavior characteristics,travel characteristics and cultural experience expectation of the tourists And perception.Through data analysis,the paper finds that tourists' expectations and differences on cultural observation items of Dezhuang Miao village are large.There are evaluation indicators with high inconsistency between expectation and perception in each item,and tourists' satisfaction with cultural experience is low.Combined with field investigation and questionnaire interview,this paper analyzes the reasons for the low satisfaction of tourists' cultural experience,and puts forward six cultures with high difference between expectation and perception The observation items put forward specific promotion countermeasures.From the perspective of tourists,this paper studies the satisfaction of tourists' cultural experience under the guidance of expectation difference theory,which opens up a new way for the study of cultural experience in Ethnic Tourism villages.At the same time,it has practical guiding significance in the development of cultural resources in scenic spots and improving the satisfaction of tourists' cultural experience for the ethnic villages such as Dezhuang Miao village which take minority culture as the main tourist attraction.