Research On The Identification And Influencing Factors Of Rural Tourist Experience Perception In The Network Virtual Community

In recent years,rural tourism has gradually become an important driving force for rural revitalization,and the promotion of tourists' tourism experience is the guarantee of the sustainable development of rural tourism in our country.With the development of the Internet,online tourism websites provide an important information channel for people to travel.Many tourists exchange experiences and express their views in the online virtual community,which provides a new entry point and data source for the study of tourist experience.Taking Wuyuan,Jiangxi Province,which has the laudatory name of "the most beautiful village in China",as a case study,this paper collects the comment data of Ctrip about the experience of rural tourists in Wuyuan,and uses the methods of content analysis,emotional analysis and theme analysis to identify the perceptual elements of Wuyuan rural tourists' experience in the online virtual community,and analyzes its influencing factors,and draws the following conclusions:(1)the experience perception elements of rural tourists in Wuyuan in the online virtual community can be divided into four types: landscape experience,cultural experience,emotional experience and service experience.(2)the perception elements of Wuyuan rural tourists' experience in the network virtual community have an obvious "core-edge" structure,which includes three levels of perception elements.Among them,"rape flower","Wuyuan","Huangling" and "bask in autumn" constitute the first-level core circle,which is not only the core attraction of Wuyuan tourism,but also the elements with the highest perception of tourists' experience in the online virtual community.the secondary core circle is composed of other tourism attraction elements and adjectives that modify the core attraction,which is an effective supplement to the perception of tourists in the network virtual community.The perception of tourists in the outer circle is low,and there are more negative experience perception,which is not only an aspect that Wuyuan tourism needs to improve,but also an important link to enhance tourists' experience perception.(3)the emotional elements of experience perception of rural tourists in Wuyuan in the online virtual community have positive and negative aspects,which are mainly positive emotional perception elements as a whole.(4)destination system,tourist characteristics and service management are the main factors that affect the experience and perception of rural tourists in Wuyuan in the online virtual community.Among them,the pleasant natural landscape and antique cultural landscape are the most important factors affecting Wuyuan rural tourism experience,while other factors include season,weather,transportation,consumer price and so on.This study not only helps to enrich the content and theme of tourist experience research,but also helps to enhance the tourism experience of rural tourists and strengthen the construction of rural tourist destinations.