Research On The Optimization Of Film And Television Tourism Products In Duyun City From The Perspective Of Tourism Experience

With the popularization of new media technology on the Internet,film and television tourism in many cities in China has become a hot topic,but it soon fell silent after the boom.The lack of experience of film and television tourism products has seriously hindered the sustainable development of film and television tourism in cities.At the same time,the development of experience economy endows tourism products with new connotation,and experience has become the key to the optimization of film and television tourism products.Therefore,from the perspective of tourism experience,this paper integrates the connotation of "experience" into the process of urban film and television tourism product development and optimization,providing reference for relevant government departments to formulate development policies and operators to make business decisions.The paper includes six parts.The first chapter is the introduction,which describes the research background and significance,research content and technical route,research methods and research innovation;The second chapter is related theory and literature review,which clarifies related concepts and theoretical basis,and combs domestic and foreign literature to provide theoretical support for the following research;The third chapter analyzes the current situation of film and television tourism products based on RMP,analyzes film and television tourism resources(R),market(M)and products(P)on the basis of field survey,and provides a realistic basis for later research;The fourth chapter is the empirical study of Duyun’s film and television tourism products from the perspective of tourism experience.Based on SEMs theory and Maslow’s hierarchy of demand theory,it puts forward assumptions,building models,questionnaire design and distribution,data analysis,conclusions and discussions,which provide scientific basis for the following countermeasures;The fifth chapter elaborates the optimization strategy of Duyun film and television tourism products from the perspective of tourism experience;The sixth chapter is the research conclusion and outlook,which summarizes the research conclusions of this paper,and puts forward the research deficiencies and prospects.In the empirical study,the P values of F test are less than 0.01,and the R~2 values of model fitting test are greater than 0,the VIF values of multicollinearity test are less than 5,and the D-W values of autocorrelation test are near 2.Therefore,the following main research conclusions are drawn: Sensory has a significant positive impact on tourists’ surface experience;Both thinking and emotion positively and significantly affect the middle-level experience of tourists;Both actions and associations positively and significantly affect tourists’ deep experience;Surface experience,middle level experience and deep level experience all positively and significantly affect the comprehensive experience of tourists.Put forward optimization strategies based on surface experience,middle experience and deep experience.On the surface experience level,the strategy of creating film and television atmosphere,improving sensory experience,improving supporting facilities,and enhancing sensory experience is proposed;At the middle level of experience,it proposes to create questions and suspense,trigger thinking experience strategies,pay attention to personalized services,and touch emotional experience strategies;At the deep experience level,it proposes strategies to improve participation,drive action experience,shape brand image,and promote related experience.