Study On The Tourist Attractiveness Evaluation Of Fanjing Mountain Scenery Area

With the rapid socio economic development and the enhancement of the general public’s intellectual and cultural levels,people’s demand for the natural environment has evolved,transitioning from an initial focus on material needs to an emphasis on emotional needs.Consequently,it was become a problem worthy of attention that meeting the needs of tourists at different levels in the planning and construction of natural scenery areas.Tourist attractiveness,as a driving force that caters to various visitor needs and stimulates travel motivation,directly reflects the developmental level of a scenic area.In light of this context,this study investigates the Fanjing Mountain Scenery Area,providing an objective and scientific evaluation of its tourist attractiveness indicators through the lens of visitor perception.This study not only offers a theoretical foundation for the future planning,construction,and scientific management of the Fanjing Mountain Scenery Area but also serves as a valuable reference for the investigation and development of tourist attractiveness in similar scenery areas.The main research contents and conclusions are as follows:(1)By employing the analytic hierarchy process,an evaluation framework including 5 criterion layers and 26 index layers for the tourist attractiveness of Fanjing Mountain Scenery Area was established,determining the weights and rankings of each level of indicators.Within the criteria layer,the ranking is as follows: Tourist Resources > Tourism Services > Tourism Environment > Accessibility > Image Perception.In the indicator layer,the top three elements are Natural Landscape,Scenery Area Reputation,and Landscape Richness and Uniqueness.(2)The analysis of basic tourist demographics indicated that the Fanjing Mountain Scenery Area is more attractive to male tourists,middle-aged tourists,tourists from coastal areas outside the province,tourists with higher education level and tourists with upper middle income level.Based on the analysis of travel behavior characteristics revealed that "time","tourism resources" and "tourism services" are the primary consideration for visitors,"family or friends" as the main mode of travel,and "self-driving or carpooling" as the main mode of transportation.A high revisit rate.Awareness of the area is primarily driven by "introduction of relatives and friends" and "online media promotion",with the main travel motivation being "leisure and vacation.",The main climbing method is "hiking and cable car",overall satisfaction and loyalty were relatively higher.(3)Based on the Chi-square analysis,The results indicate significant differences are observed in the choice of travel motivations among tourists of different ages(P-value = 0.004).Tourists from different residential areas exhibit significant differences in the choice of travel considerations and motivations(P-values of 0.000 and 0.002).Notable differences in the choice of travel motivations are found among tourists with different education levels(P= 0.013).Tourists with different monthly incomes demonstrate significant differences in the choice of travel considerations and motivations(P-values of0.002 and 0.019).(4)The fuzzy comprehensive evaluation of the tourist attraction of Fanjing Mountain Scenery Area belongs to the "higher" level.The results indicate that the area’s tourist attractiveness is classified as "relatively high." In the criterion layer,the ranking of attractiveness scores is as follows: Tourist Environment(4.53)> Image Perception(4.37)> Tourist Resources(4.36)>Accessibility(4.25)> Tourist Services(3.96).In the index layer,the highest scores are Natural Scenery,Greenness,and Air Quality,the lowest scores are Tourist Products,Dining Conditions,and Shopping Conditions.(5)This study proposes five enhancement strategies from a landscape planning and design perspective.These strategies include improving the level of tourist services,optimizing transportation within the Scenery Area,rationally developing tourism resources,increasing promotional efforts,and bolstering resource protection in order to create a comfortable and safe tourist environment.