Research On Optimization Of Consumption Space Of Taierzhuang Ancient Town Based On The Analysis Of Tourist Behavior

The western world has undergone a profound transformation in economy and social culture,and the “consumer society” has emerged widely.China has also gradually transformed from a production-oriented society to a consumption-oriented society,with the focus of social production shifting from commodities to space.As the main body of tourism consumption activities,tourists are the key elements of tourism economic growth.Tourists' behaviors directly determine the development and management of consumption space in tourism destinations,and play an important role in the construction of tourism destinations and the improvement of service quality.Therefore,the visualization of tourists' behaviors is particularly important.Through the intuitive perception of tourists' behaviors,the construction and operation management of consumption space should be strengthened.With the development of geographic information technology,Internet technology and mobile communication technology,the analysis of tourists' behavior based on big data has gradually attracted the attention of scholars at home and abroad.Mobile apps have been widely used by domestic and foreign scholars due to their advantages of large scale of data collection,wide coverage and high sampling rate.Scholars of tourism and tourism geography have used such data to carry out studies on tourism spatial pattern,tourists' spatial behavior and tourists' perception on the selection of tourism destinations.The ancient town bears the development of history and the change of culture,and the interlace of time and space is more and more popular with tourists.This paper selects the ancient town of Taierzhuang as the research area.It was destroyed by the artillery fire in the Second World War and rebuilt as a world cultural heritage site.It is the largest ancient town in China and has the reputation of “the Best Town in theWorld”.Although the historical and cultural block of Taierzhuang has completed the transformation from “consumption in space” to “consumption of space”,there are problems that cannot be ignored in the construction of its consumption space.Therefore,through combing the research status at home and abroad,and based on the theories of consumer behavior and behavioral geography,this paper uses mobile APP and questionnaire to obtain tourists' movement trajectory and consumer behavior.The spatial behavior of tourists is visualized by ArcGIS,and the data is regressed by Stata.This paper mainly studies the consumption space of Taierzhuang from the following six factors: business form,space organization,space node configuration,consumption environment,service facilities and tourists' travel characteristics.The study found that the six factors,including format type,format ratio,format distribution,grid-like spatial organization form,square space location,corridor space location and rest space location,shop decoration,cultural activities,sightseeing transportation,number and location of signs and maps,tour guide service,and tourists' stay time,have significant impact on tourists' consumption behavior.According to the research results,this paper will put forward some measures to optimize the consumption space.In the aspects of factor integration and data analysis,this paper draws on the theories and methods of geography,architecture,consumer behavior and other disciplines.This paper analyzes the consumption space and tourist behavior of Taierzhuang from many aspects,which makes the research results more scientific and practical.