| Large sites are the core cultural resources to demonstrate the history of Chinese civilization for more than 5000 years,and the National Archaeological Site Park can use creative,scientific and technological means to show the value connotation of large sites in multi-dimensional and multi-way.Under the background of integration of culture and tourism,the close combination of traditional site culture and modern tourism activities plays an important role in the sustainable development of large sites and the dissemination of excellent Chinese culture.This study takes the Archaeological Ruins of Liangzhu City in Hangzhou as an example,evaluates its supply elements by questionnaire survey and AHP,evaluates its demand elements and tourists’ satisfaction by network text analysis,and studies the structure and characteristics,problems and contradictions,direction and strategies of supply and demand elements of Archaeological Ruins of Liangzhu City.The results are as follows:(1)From the supply side,the supply elements of Archaeological Ruins of Liangzhu City are mostly at the medium level of development,the supply of various products is unbalanced,the accuracy is insufficient,and the diversified demand of tourists is not coordinated and has obvious peak season characteristics.Although the park has a good cultural heritage,landscape resources and policy support and other conditions,but through the analysis of SPSS 26.0,the average value of each dimension of the park supply elements is different.Among them,the two dimensions of location environment(3.59)and promotion marketing(3.53)are the main shortcomings,and the integration of tourism resources around the park and the level of network culture propaganda are low.Tourist experience(3.63)and facility service(3.67)are also insufficient,park product projects are mainly for students and the participation of the main body is low,park management services,personnel training and sightseeing scheduling are still not perfect.According to the statistical chart of the number of park visitors,the number of visitors increased significantly in spring and autumn,which has the characteristics of peak season.(2)From the demand side,play experience and service facilities to meet the needs of tourists and improve satisfaction has a significant role,but the current lack of tourists demand upgrade,evaluation and tourists after the expectations of a larger gap,more loss of tourist.Questionnaire survey shows that55.9% of tourists go to Archaeological Ruins of Liangzhu City for the purpose of taking photos of natural scenery and punching cards of net red scenic spots,while only 16.9% of tourists travel for the purpose of visiting ancient city ruins,which greatly reduces the attractiveness of the ruins themselves.Through the analysis of the difference of demand factors through network comments,the experience of play is the most important factor affecting tourist satisfaction,accounting for 51.96%,but the current site display is difficult to meet the diversified and personalized demand preferences of different types of tourists.Secondly,service management and supporting facilities accounted for 20.65%,but most of the comments on the Internet were negative.The number of tourists who were satisfied with the evaluation after the tour accounted for 41.67%,and the general proportion was 39.58%,and the overall view was that there was still much room for improvement in the quality of park projects and management services.(3)In order to better meet the balance between supply and demand factors,Archaeological Ruins of Liangzhu City can take measures to optimize the product supply structure,guide multiple subjects to participate in interaction,strengthen the construction of intelligent infrastructure,improve the management system of the site park,pay attention to the creative integration of Liangzhu culture,promote the quality and efficiency of product projects,strengthen the brand effect of Liangzhu characteristics,and create high-quality theme performing arts projects. |
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