Research On The Influence Of Tourism Situation Factors On The Quality Of Tourism Experience In Lijiang Ancient City

In the era of experiencing the economy,tourists’ requirements for destinations,especially those of ancient cities and ancient towns,have not only stayed at the level of simple sightseeing,but have begun to pursue a deeper experience of destination history and culture.In fact,the experience of tourists is the destination situation’s experience of ancient cities and ancient towns.Hence,it is especially important to explore the relationship between tourism situation and the quality of tourists’ experience.In addition to tourism situations,focusing on the tourism experience,tourism business activities are the important carriers for creating cultural atmosphere,reflecting historical and cultural values for tourists,so the perceived value of tourists to the destination tourism business has a certain connection with the quality of the tourists’ experience.Therefore,to explore the impact of tourism situation on the quality of tourism experience and the perceived value of tourism business,and it is of great significance to improve the quality of tourism experience in ancient city and ancient town destinations.Furthermore,it can provide reference for the marketing management of ancient city and ancient town destinations,rational allocation of tourism business and improvement of tourism experience quality.Starting from the tourism situation,this paper divides the tourism situation into a proactive situation and a current situation in terms of time dimension,and explains its concept and composition on the basis of existing research.At the same time,based on the theory of situation and the theory of customer perceived value,the theoretical framework of "tourism situation-tourism value of tourism business-quality of tourism experience" is preliminarily constructed.Then,through questionnaires and data analysis,we further explore the impact of various factors in the tourism situation on the quality of tourism experience,and the role of tourism business perception value in the relationship between tourism situation and tourism experience quality.Finally,we draw the following conclusions:(Ⅰ)In the proactive situation,various factors have an important impact on the quality of tourism experience.Among them,tourism motivation is the most influential factor in the quality of tourism experience in the current situation.(Ⅱ)In the current situation,each element has an important impact on the quality of the tourism experience,especially,scenic atmosphere has a greater impact on the quality of tourism experience than other factors.(Ⅲ)The perceived value of tourism business has a mediating effect between the tourism situation and the quality of tourism experience,simultaneously,both the tourism business cognitive value and the tourism business emotional value have a partial mediating effect between the tourism situation and the quality of tourism experience.