The Study On Perception And Optimization Of Tourism Product Supply And Demand Mismatch In Ancient Towns In The South Of Yangtze River

The ancient water towns in the southern Yangtze River are in the rapid development stage.However,the current development of tourism products of the ancient water towns in the southern Yangtze River has many problems,such as the homogeneity of products and less of tourism product type.The structural mismatch between the supply and demand of tourism products is prominent.The article takes the perception of the mismatch between tourism product supply and demand in the ancient water towns in the southern Yangtze River as the core research problem.Based on the grounded theory analysis of typical performance of supply and demand mismatch of tourism products,this paper gets a preliminary perception of the mismatch between supply and demand of tourist products in the ancient towns in the south of Yangtze River.Then this paper develops a structured questionnaire which aims to obtain research data based on qualitative material analysis to explore the basic characteristics of mismatch between supply and demand of tourist products in ancient towns in the south of Yangtze River.After that,this paper uses the importance performance analysis tool to analyze the specific perception of tourism product supply and demand mismatch of ancient towns in the south of Yangtze River.The main research results of this paper show that: convenience and characteristics of basic tourism are prominent aspects of the perception of tourism products mismatch between supply and demand,leisure entertainment and tourism commentary are secondary aspects.Health environment,traffic service,house and lodging price,characteristic accommodation and leisure recreation are the most important factors of the mismatch perception of tourist product supply and demand.The dining environment,literary performance,hydrophilic amusement and night life are the secondary elements.According to the analysis of the characteristics of the mismatch perception of the supply and demand of tourism products in ancient towns in the south of Yangtze River,this article puts forward the countermeasures of the mismatch of supply and demand of tourism products in ancient towns in the south of the Yangtze River from 4 aspects: environment management,tourism product price management,tourism public service optimization,tourism and entertainment experience optimization.