Study On Tourist Perception Of Tourism Attraction Of Qingdao Daze Mountain Grape Festival

With the rapid development of China’s social economy,festival tourism activities characterized by local culture are more and more loved by tourists.Festival tourism has played an important role in solving people’s livelihood problems,protecting ecological resources and bringing economic benefits.However,there are few research achievements on tourism festival tourism,especially Grape Festival tourism.In view of this,this paper investigates the tourist perception of tourism attraction of Qingdao Daze Mountain Grape Festival and puts forward corresponding suggestions,which has certain theoretical and practical significance.This paper systematically combs the research progresses of festival tourism,tourism attraction,tourist perception degree and other related texts.Based on the tourism attraction theory and tourist perception theory,and consulting experts,taking the influencing factors of tourism attraction as the starting point,combined with the actual situation of Qingdao Daze Mountain Grape Festival,a questionnaire for tourists is specially designed.Then,based on the field research and with the help of SPSS 25.0 to conduct statistical analysis and draw the following conclusions:(1)Tourists believe that the importance of influencing factors of tourism attraction of Qingdao Daze Mountain Grape Festival is as follows:Tourists believe that the importance of tourism attraction of the Grape Festival is mainly reflected in four aspects:tourism facilities,tourism environment,tourism products and tourism services.The ranking of scores is that tourism products are greater than tourism environment,tourism facilities are greater than tourism services.However,the field research found that tourists are more satisfied with the tourism environment,followed by tourism products,and tourism facilities and tourism services are less satisfied.From the importance of the specific contents of the influencing factors of attraction:Tourists believe that "providing the experience activities such as grape picking" and "rich variety of grapes" are the most important in tourism products.In the tourism environment,"whether the atmosphere of the Grape Festival is strong and infectious" is the most important.Among the tourism facilities,"whether there are sufficient public facilities for tourist" is the most important;In the tourism services,"whether the order of Grape Festival activities and public security can be effectively guaranteed" is the most important.But,the field research found that:tourists believe that the Grape Festival does not deeply explore its own characteristics and core cultural connotation,and the competitive advantage is insufficient.In the tourism,the most important thing is grape picking.Single product category,imperfect supporting facilities,potential safety hazards,poor service and reception level,problems can not be effectively solved,lack of marketing publicity,low popularity,etc.Therefore,it is difficult to form a strong tourism attraction.(2)There is a significant positive correlation between the tourism attraction of Grape Festival and tourism environment,tourism facilities,tourism products and tourism services.In other words,the improvement of four factors,namely tourism environment,tourism facilities,tourism products and tourism service level,will play a positive role in promoting attraction.Among them,the most important and obvious factor that can enhance the attraction is tourism services.It will have an immediate effect on attraction.(3)There are some significant differences in different types of tourists’ perceptions of the tourism attraction of the Grape Festival:Males think it is important to have convenient transportation facilities,while females think it is more important to provide experience and recreational activities.With the growth of age,tourists pay more and more attention to the service and agricultural cultural elements of the Grape Festival.With the increase of tourists’ education level,the requirements for the service level of the scenic spot are becoming higher and higher.Tourists with higher monthly income show a gradually increasing trend in the importance of accommodation,experience activities,product ordering,etc.