Consumer Experience Research In Tourist Camps

At present,China has already issued camp-related construction standards and published camp construction plans.During the 13th Five-Year Plan period,more camps will be built and appeared in front of the public.However,according to the existing literature,most of the research on camps is focused on planning and design,development and construction,educational functions,and feasibility.There are few literatures on the camp consumers,and the attention of the camp consumers is not enough.Therefore,this article studies camp consumers from the perspective of consumer experience and discusses the key factors that influence the experience of the camp consumers.This article begins with the study of the existing literature,elaborates the research object from the concept and connotation,defines the connotation and characteristics of consumer behavior,consumer experience,tourist behavior,tourism experience,etc.,and the current research status at home and abroad is reviewed.Considering that the online text analysis method and the ASEB analysis method may have a one-sidedness in the independent study of tourism experience,this paper uses both methods to conduct research design and empirical analysis.In the online text analysis,19 camps on ctrip were selected as research samples,and octal fishing collectors were used to obtain 3,628 valid comments,totaling more than 230,000 words.The top 200 high-frequency vocabularies were extracted by using ROST Content Mining 6 software,and classified encoding.In the ASEB analysis,questionnaires were designed from the four levels of activities,environment,experience,and benefits.Online questionnaires and offline field surveys were used to distribute the questionnaires.The collected 201 questionnaires were analyzed with SPSS 23.0 software.Finally,the results with the two methods are compared and integrated to draw the conclusions of the study.(1)The main characteristics of camp consumers.In peer selection,travelling with family or friends is a common phenomenon.In terms of the number of consumption,the proportion of the first consumption is the largest,but the proportion of customers who have reached the same camp for the fourth time and above still accounts for 5%.In terms of information sources,the introduction of relatives and friends and web search are the main ways for tourists to obtain information.It is instructed that camp operators pay attention to word of mouth marketing and online sales channel management.In terms of location span,the proportion of choice for travel in the city was the lowest,only 19.9%,while travel outside the province accounted for 37.8%,and travel outside the province but inside the city accounted for 42.3%.At the same time,self-driving was the main way for tourists to transfer their locations.(2)Camp consumers are more concerned about the environment and service experience.The data obtained from the survey showed that "the camp provided me with a space for relaxation and recreation" with a minimum score of 3,and "the beautiful natural scenery around the camp" ranked third.From the perspective of the network relationship between high-frequency words,"environment" is at the center of the network,followed by "services" and "employees." In the high-frequency words,"attractions","landscapes"and "surroundings" reflect the consumers" concern about the natural beauty around the camp."Enthusiasm," "attentive," "intimate," "kind," etc.reflect the consumer's expectations for high-quality services.Booking,check-in,and check-out are the service links that visitors pay more attention to.(3)At present,the entertainment experience of domestic camp consumer is generally poor.Horseback riding,boating,swimming,picking,and bonfire are the entertainment items which get more attention.Among them,only "Bonfire" reflects the characteristics of the camp.In the questionnaire experience category,the average number of all items is less than 4.(4)The consumer's understanding of the camp is not clear enough."Hotel" ranked second in appearance frequency with a total of 1,150 occurrences.In contrast,"camp" only appeared 383 times,ranking 14th.In addition,expressions such as "Resorts" have emerged,reflecting the fact that domestic camps are not clearly distinct from traditional hotels in terms of function and product form.Based on the research conclusions,this paper puts forward suggestions on the development of Chinese tourism camps from six aspects,including:improve supporting policies and establish industry standards;Promote green ideas and achieve sustainable development;Increase research efforts and tap market demand;Innovate product development and increase camp awareness;Pay attention to customer management and expand marketing channels;Strengthen internal management and improve service quality.