A Study On The Evaluation Of Tourism Quality Of Canyon Scenic Spots In Ethnic Areas Of Hubei

Tourism quality is not only the lifeline of the sustainable development of tourist attractions,but also the key to improve the satisfaction of tourists and enhance the rate of tourists' revisiting.Hubei national area is located between the Three Gorges tourism area of the Yangtze River and Zhangjiajie Golden Tourism Zone,and between Jingchu and Bashu ancient cultural circle with a long history.There are rich national cultural resources,and there are various types of Canyon landscapes,such as mountains,water,forests,springs,waterfalls,gorges,caves,etc.in particular,Enshi Grand Canyon,Qingjiang Gallery,shennongxi and other Canyon type scenic spots have become unique and attractive One of the hot tourist destinations that strong and tourists yearn for.With the continuous development of the tourism industry in Hubei ethnic areas,various tourism quality problems such as forced consumption,scenic area congestion,security risks,parking difficulties also need to be improved.Based on this,this paper evaluates the tourism quality of Enshi Grand Canyon,the most typical Canyon Scenic Spot in Hubei National Area,on the basis of constructing the evaluation index system of Canyon Scenic Spot,in order to provide theoretical inspiration and experience for other Canyon Scenic spots.Following the idea of "theoretical analysis-empirical research-policy approach",this paper tentatively answers the core question of "how to evaluate and comprehensively improve the quality of Canyon Scenic Spots" in the new era of high-quality tourism development.According to this,on the basis of clarifying the concept of Canyon type scenic spot and tourism quality,this paper uses content analysis method,semantic network analysis method and grounded theory to triple code the tourist comments of ten Canyon type scenic spots excavated on qunar website.Based on the perspective of tourists' perception,an evaluation index system of tourism quality of Canyon type scenic spot is constructed at first,and then the index system is carried out Project analysis,reliability and validity analysis,exploratory factor analysis(EFA)and other correction and optimization processes,and finally obtained four system layers including tourism service quality,tourismlandscape quality,tourism environment quality and tourism experience quality,as well as covering accommodation,shopping and entertainment,tourism information,tourism safety,tourism attractions,popularity,natural environment,human environment,care and trust experience The optimized evaluation index system of Canyon type scenic spot tourism quality is composed of 11 element layers of escape experience and cost experience and 45 specific indexes.At the same time,in order to further answer "how to evaluate the tourism quality of the canyon type scenic spot",the fuzzy comprehensive evaluation method and the importance performance analysis method(IPA)are used to evaluate the evaluation grade of the tourism quality of Enshi Grand Canyon Scenic Spot and the advantages and disadvantages of the factors affecting the tourists' evaluation.The results show that:(1)the evaluation level of the tourism quality of Enshi Grand Canyon is generally good(73 points);(2)the evaluation level of the tourism environment quality(82 points)in the system level is excellent,the evaluation level of the tourism service quality(67 points)is medium,the evaluation level of the tourism landscape quality(71 points)and the tourism experience quality(70 points)are good;(3)the natural environment in the element level is good Environment(83 points)and human environment(81 points)were rated as excellent,tourism shopping(72 points),tourism information(73 points),tourism attractions(70 points),popularity(75 points),escape experience(75 points)and cost experience(70 points),while accommodation(65 points),tourism safety(64 points)and caring trust experience(66 points)were rated as medium And so on.Based on the above analysis,this paper tentatively puts forward the countermeasures and suggestions to comprehensively improve the tourism quality of Enshi Grand Canyon:(1)improve and upgrade the basic elements of tourism,improve the tourism information service system,and improve the tourism security system to improve the tourism service quality;(2)enhance the attraction of tourism resources,highlight the characteristics,improve the popularity of scenic spots and open up new tourist sources Improve the quality of tourism landscape from two aspects:(3)improve the quality of tourism environment from two aspects: giving full play to the advantages of natural environment,forming a high-quality tourismdevelopment trend,improving the level of tourism supervision and creating a livable and tourism friendly human environment;(4)enhance the awareness of tourists' care,trust and experience,increase the moderate challenges of tourism activities,and increase the activation and innovation of tourism products Improve the quality of tourism experience.