Research On Tourist Experience Of Tianmen Mountain Scenic Spot In Zhangjiajie From The Perspective Of Service Design

Tourist experience is not only a hot issue that has long been highly concerned by tourism academia,but also the core and key issue of scenic area construction and management.Previous researches on tourist experience mainly emphasize the relationship between tourist experience and behavioral intention,and mostly use IPA analysis and text sentiment analysis.In this paper,mountain scenic spots are selected as the starting point of the study,Tianmen Mountain Scenic area in Zhangjiajie is taken as the case study,and the method of service design is used.According to the three service design elements of service scene,service process and service contact,the evaluation index system of tourist experience in scenic spots is constructed.This paper evaluates the tourist experience of Tianmen Mountain Scenic Area in Zhangjiajie by drawing user journey map,service contact analysis,field survey and questionnaire survey,and then determines the key factors affecting the tourist experience of Tianmen Mountain Scenic Area in Zhangjiajie by multiple comparison method and regression analysis method.According to the research,the tourists’ evaluation of the tourist experience of Tianmen Mountain scenic Spot in Zhangjiajie is 3.660,which is basically satisfactory.There is room for further improving the tourist experience quality in the scenic spot.Tourists’ evaluation of service scene elements of scenic spots is higher than service process elements and service contact elements of scenic spots.For further study of the three elements of service design,service scene elements of the unique natural environment,attractive,service process elements in the "to the scenic spot is convenient and fast" and "scenic area identified clear" in the service contact elements is low,the score of zhangjiajie tianmen mountain scenic area in the future is the key of improving tourists experience.The influence of service design element evaluation on the overall evaluation is analyzed.It is found that every 1 point of service scene evaluation is improved,the tourist experience is improved by 2.377 points.Every 1 point of service process evaluation,tourist experience will improve 2.412 points;For every 1 point increase in service contact evaluation,tourist experience will be improved by 2.413 points.Based on the service design thinking,this paper discusses the feasible countermeasures to improve the tourist experience quality,which can not only increase the tourists’ higher level,high efficiency and distinctive service experience,but also effectively improve the overall service level of the scenic spot,so as to optimize the operation and management of the scenic spot and improve the work efficiency.At the same time,the method of service design is introduced into tourist experience research,which is an innovation of tourist experience research method.