Research On Rural Tourism Development Of Hongyan Village In Gongcheng County Under The Background Of Experience Economy

In recent years,with the rapid progress of urbanization,rural tourism has become the tourism consumption mode chosen by many urban residents as a result of its characteristics of pastoral scenery,rural folk customs and returning to nature.Under the new normal,rural tourism is facing transformation and upgrading.Thus,experience-based rural tourism has ushered in new development opportunities.Based on the introduction of relevant experiential tourism theories,this study takes Hongyan village of gongcheng county as the field case,and explores the development countermeasures of Hongyan village’s rural experience tourism on the era of experience economy from the perspective of tourist experience.This paper obtained the original data through questionnaire survey and field research.SPSS,EXCEL and other softwares were used to conduct statistical analysis on the collected questionnaire data.Factor analysis,paired t-test,regression analysis,one-way varianceand IPA analysis were used.Results are as follows:(1)the components of tourist experience factors in Hongyan village mainly include four aspects,environment experience,infrastructure experience,service experience and activity experience.(2)There is a significant correlation between visitor experience factor and overall visitor satisfaction.Activity experience factor contributes the most to overall visitor satisfaction,followed by service experience factor,environment experience factor and infrastructure experience factor.(3)There is no significant difference in perceived factors of tourism experience between gender and place of residence;age has significant difference in terms of transportation convenience;educational background shows significant difference in characteristic tourism souvenirs,characteristic catering and activity experience based on ecological environment;occupation indicates significant differences in terms of abundance and participation in experience activities,satisfaction degree of humanistic care,satisfaction degree of emotional experience,folk cultural activities,service attitude and specialty.Moreover it shows significant differences in monthly income to personalized service.(4)There is a significant difference between expectations and experience satisfaction of visitors.We use IPA analysis to get the conclusion that eight aspects,rich yao cultural atmosphere,richness of experience activities,participation ofexperience activities,satisfaction degree of humanistic care,activity experience based on folk culture,activity experience based on folk handicraft,night entertainment activity experience,attitude and professionalism of service personnel are in the key improvement area.Finally,based on the analysis results and in combination with the actual situation of Hongyan village,countermeasures are proposed for the rural experience tourism development of Hongyan village from four aspects: building a perfect experience environment,creating standardized and refined tourism infrastructure,developing experiential tourism activities,and building humanistic and standardized tourism services.From the five aspects,government support,strengthening publicity,cultural development and protection,strengthening tourism experience management and community participation,we propose security measures on the village experience tourism development of Hongyan village.In order to provide useful reference for the sustainable development of rural tourism in hongyan village.