The Experience Development Strategy Of Tang Culture Tourism Products In Xi'an Under The Background Of "Silk Road"

President Xi Jinping proposed the national strategy the "Silk Road Economic Belt" in 2013.The construction of the Silk Road Economic Belt has become a project highly valued by the state.Tourism along the silk road has also become a hot issue in the field of tourism research.As the starting city of the ancient Silk Road,the government has fully started the strategic plan and deployment of the "new starting point of the Silk Road Economic Belt" in Xi'an.In the same year,the Ministry of science and technology and the National Standardization Management Committee have listed 20 cities,such as Xi'an,as the pilot demonstration cities of the national intelligent cities.Xi'an City Tourism Bureau is in full to the transition of Xi'an tourism industry,to create "Internet plus tourism".At the same time,the introduction of "cultural confidence" has brought unprecedented attention to traditional culture.Tang culture is of great significance not only in the traditional culture of the Chinese nation,but also in the cultures of many countries in the world.Therefore,the deep development of Tang culture tourism products has an irreplaceable positive role in improving the soft power of Chinese culture.To sum up,all these provide unprecedented opportunities for the development of Tang culture tourism industry in Xi'an.As an earlier city for the development of tourism,Xi'an has developed some famous Tang cultural tourism products.However,in recent years,with the continuous upgrading of tourist consumption demand structure,tourists pay more attention to participatory,experiential and intelligent tourism products in the consumption of cultural tourism.Therefore,how to make full use of the rich Tang culture based tourism resources in Xi'an and develop the Tang culture tourism products with theme,entertainment,experience and intelligence is the focus of this paper.First of all,this paper summarizes the previous studies on cultural tourism products,intelligent tourism and other related aspects,and also expounds the related concept and theory involved in the deep development of Tang culture tourism products,including touristpreferences,competitiveness and experience economy.Then,this paper have a comprehensive analysis of the macro background of Xi'an,the tourism resources of Tang culture in Xi'an,and the current situation of the supply of Tang culture and tourism products,and clarify the existing problems of Xi'an's cultural tourism products.The questionnaire is designed on this basis,and the empirical analysis is carried out to determine the dimensions of the tourists' preference.According to the analysis results of factor analysis and regression analysis,it is found that tourists pay more attention to the contents and characteristics of Tang cultural tourism products,and have an inverse proportion to their attention.Finally,according to the conclusion of the empirical study,it puts forward corresponding countermeasures and suggestions from three aspects: cultural connotation,experience and intelligence.Xi'an depth development of Tang culture tourism products can not only promote the development of Xi'an's cultural tourism industry,but also play a positive role in the protection and inheritance of Tang culture,therefore it has a strong practical significance...