Research On The Evaluation Of Winery Tourism Landscape Based On AVC Theory

The eastern foot of Helan Mountain is recognized as "the place that can make the best wine in the world" by the International Organization of Grape and Wine as the world’s star wine producing region.In 2021,Ningxia National Grape and Wine Industry Opening and Development Comprehensive Pilot Zone and China(Ningxia)International Wine Culture and Tourism Expo have been settled in Ningxia successively,marking the development of Ningxia wine industry into the national strategy,which is of great significance to promote the high-quality development of Chinese wine and realize the deep integration of wine and cultural tourism.Ningxia makes full use of its advantages as a region-wide tourism demonstration zone to build itself into a well-known "wine city",and takes the lead in integrating and innovating the "brand marketing model led by wineries"in the Chinese market.At present,winery tourism has become an important product form in the development of wine culture tourism at the eastern foot of Helan Mountain in Ningxia.With its distinctive tourism attractions,unique historical and cultural connotations and diverse participation and experience activities,winery tourism is favored by tourists at home and abroad to fully meet the needs of tourists for recreation and self-development.In this paper,based on the high quality development strategy of wines at the eastern foot of Helan Mountain in Ningxia,based on the economic,social and ecological aspects of wineries,AVC theory was introduced to select model indicators from the three aspects of attraction,vitality and carrying capacity,and a winery tourism landscape AVC evaluation system consisting of 3 project layers,10 factor layers and 41 indicators was constructed.Then,from the perspective of experts,the evaluation of the three force indicators of the winery tourism landscape was carried out to establish the weight of each indicator,and according to the expert evaluation results,the difference analysis of the weight values of the three force indicators was carried out.Then,taking Xige Estate in Pigeon Mountain production area at the eastern foot of Helan Mountain as an empirical case,based on the perspective of tourists of Xige Estate,the perception evaluation of tourism landscape was conducted.Finally,the fuzzy comprehensive evaluation method is used to combine the expert weight with the tourist evaluation results to make a comprehensive evaluation and analysis of Xige Estate tourism landscape.The evaluation and analysis results show that the tourism landscape of Xige Estate is in a good development level as a whole,but there is still a large space for improvement in the development details of AVC,which can be further improved by optimizing the design.Attraction:Some wineries’tourist landscape and series of brand wines bring tourists’ sensory experience lack of characteristics.Second,the direction guidance,landscape sign setting is not obvious,tour guidance details propaganda is not in place;Vitality:First,the winery wine brand has not formed a good word-ofmouth effect.Second,the winery tourism management ability is still lacking;In terms of carrying capacity:First,the application field of winery science and technology needs to be continuously expanded.Second,the interaction between winery activities and tourists is still relatively lacking,and the overall satisfaction of tourists needs to continue to improve.Based on the comprehensive analysis of the weight of each index of the three forces of the winery’s tourism landscape and the score value of the current situation of Xige Estate,six optimization and improvement countermeasures are proposed for the weak links in the development of Xige Winery’s tourism landscape three forces.The first is to integrate the superior resources of wineries and highlight the characteristics of tourism landscape;The second is to refine the tour guide mode and improve the tour service function of the winery;Third,improve the new media communication matrix,leading wine word-of-mouth communication;Fourth,pay attention to tourism management talent reserve,improve the staff quality;Fifth,based on the needs of winery construction,strengthen the ability of science and technology to help development.Sixth,grasp the key needs of tourists,improve the overall satisfaction of tourists.