Research On The Construction Of Experience Value System Of Food Tourism

The food experience has become an important part of tourist travel experience.However,the current research on food tourism experience value is still lacking.Based on the theory of customer experience value,this article uses Nvivo software to carry out three-level coding analysis of web travel text about Chongqing,Xi'an,and Shunde to extract the evaluation indicators of food tourism experience values,followed by an analytic hierarchy process,determining the dimensions and weights of indicators for the value evaluation of food tourism experience,and finally establishing a value evaluation system for food tourism experience.Then,this article selects Suzhou as a case for empirical research.Using the evaluation system constructed,the fuzzy comprehensive evaluation method is used to analyze the value of Suzhou food tourism experience.Then,this paper proposes suggestions for improving the value of Suzhou food tourism experience.The main findings of this paper are as follows:The value of food tourism experience is mainly composed of 29 indicators in 5 dimensions,and the 5 evaluation dimensions are:the value of food function,service experience value,cognitive education value,emotional value,social value.The evaluation dimensions and indicators of food tourism experience value at different levels are different in importance,and the functional value and emotional value of food are the two most important dimensions of food tourism experience value.The fuzzy comprehensive evaluation of the value of Suzhou food tourism experience shows that there is still room for improvement in Suzhou food tourism.Based on the evaluation results,six suggestions for improvement are proposed to provide reference for the development of destination food tourism.