Analysis On The Spatial Behavior And The Satisfaction Of Ancient Town Tourists And The Corresponding Optimization Strategies Based On Multisource Data

Ancient town is a kind of special and important tourism resource which records the historical track of cultural development in its region.Guiding the spatial behavior and improving the satisfaction of tourists are both important issues in the tourism management of the ancient town.With the accumulation of large tourism data and the development of intelligence analysis technology,it is necessary to further study the spatial behavior and satisfaction of ancient town tourists quantitatively and qualitatively to guide the corresponding optimization.This study took Qibao Ancient Town in Shanghai as a case.Based on geographic location data and tourism visual data,the spatial behavior characteristics of tourists were studied;based on the text data of tourist website evaluation and with the help of artificial intelligence Natural Language Processing technology,the influencing factors of tourists’ satisfaction are analyzed.Based on the analysis results of spatial behavior characteristics and satisfaction influencing factors,the comprehensive analysis of tourists’ satisfaction were carried,and the corresponding optimization strategies which could provide reference for tourism planning of the ancient towns were put forward.The main contents and conclusions are as follows.(1)Through the analysis of 170 tourists’ independent trajectories,it was found that tourists mainly entered and exited from the North Gate,took concentrated tour routes and gathered in the popular tourist area composed of North-South Street and Fuqiang Street.Through the analysis of 1416 photos taken by tourists independently,it was found that the shooting interest of tourists was influenced by the Jiangnan Water Town element richness and landscape landmark degree.The core scenic spots were Puhuitang Bridge East Waterfront,Cuanlai Bell Tower and North Gate Archway,which were all located in the north of the popular tourist area.Using Arc GIS nuclear density analysis tools,the geographic location distribution density of the photographs was quantified and graded.It was found that the high-frequency shooting areas of tourists were North Square,Puhuitang Bridge,North Square,South Gate and West Gate.The thermal power of high-frequency shooting area was related to spatial openness,scenic spot density and landscape beauty degree.(2)Through the segmentation of 12772 tourists’ comments on Dazhong Dianping website and clustering of high frequency feature words,seven influencing factors of tourist satisfaction,including cultural atmosphere,dining experience,store layout,traffic situation,commodity consumption,spatial environment and other visitors,were extracted.(3)The emotion recognition tool was used to calculate the satisfaction of the evaluation.The Convolutional Neural Network was used to calculate the correlation between the evaluation content and the influencing factors of satisfaction.On this basis,the semi-logarithmic linear regression model of tourist satisfaction was established.According to the non-standardized coefficients of the model output,cultural atmosphere(β=1.378),dining experience(β=0.622),store layout(β=0.870)and the traffic situation(β=1.187)were the positive factors of satisfaction,and the consumption of goods(β =-0.848),spatial environment(β =-0.940)and other tourists(β =-0.605)were the negative factors of satisfaction.According to the standardized coefficient of the model output,the influence degree of each factor were ranked as cultural atmosphere> commodity consumption>dining experience> store layout> traffic situation> spatial environment>other tourists.(4)A comprehensive analysis of tourists’ satisfaction showed that the problems of spatial environment lie in the unbalanced layout of scenic spots,the low difference of tour routes,the serious uneven number of tourists on the sections,and the great difference of tour frequency classification;the negative effects of other tourists are caused by the problems of spatial environment;the problems of commodity consumption lie in the lack of local characteristics of commodities and high-level cultural and creative products.On this basis,optimization strategies were put forward from the aspects of scenic spot layout,sightseeing route,section classification and commodity consumption in order to achieve balanced and sustainable development of Qibao Ancient Town in Shanghai.