Study On Tourist Experience Quality Of Night Tour Products In Chengdu

With the development of night tour,urban night tour has gradually risen and attracted people’ s attention.At present,the city-centered night entertainment projects are favored by tourists.Night tour is very different from day tour.In traditional lifestyles,people generally choose day tour and night home life.With the increase of night consumption,night tour has been paid more and more attention.Nowadays,night tour has become an important form for tourists and residents to enjoy life and experience culture.With the vigorous development of night tour,people put forward higher requirements for night experience activities.The extreme sensory experience in night tour activities can bring tourists different feelings from day tour.Therefore,this study focuses on the night tour perception factors that affect the quality of night tour experience.Under this background,this paper explores the relationship between tourists’ perception of night tour and the quality of night tour experience.At present,Chengdu has a good foundation and potential for night tour development,and has a certain representative in the existing urban night tour products.Therefore,Chengdu is selected as the case of this study for in-depth analysis.This study first reviews the connotation and research progress of night tour,emotional experience,perceived value and tourist experience quality.Tourists’ night tour perception is divided into three dimensions: night tour atmosphere,night tour landscape and night tour service.According to previous studies,this paper takes emotional experience,functional value and social value as intermediary variables.Based on the emotional evaluation theory and customer perception theory,this paper establishes the influence model of tourists’ night tour perception on the quality of night tour experience and puts forward research hypotheses.SPSS 26.0,Smart PLS3.3.3 and Process 4.0 were used to analyze the structural equation model of 331 questionnaires,and the final conclusion was obtained by verifying the quality model of night tour experience.On the one hand,empirical research confirms that tourists’ perception of night tour has a positive impact on the quality of night tour experience,that is,tourists have a positive night tour atmosphere,night tour landscape and night tour service perception,the higher the quality of night tour experience.On the other hand,emotional experience,functional value and social value play an intermediary role in tourists’ perception of night tour and the quality of night tour experience.It shows that in night tour,the higher the emotional experience,perceived functional value and social value of tourists are,the higher the quality of tourists’ experience is.The assumptions of this study are verified.According to the results of this study and the actual situation,the management enlightenment is given to improve the quality of night tour experience in Chengdu.Finally,the shortcomings of this study in the scope of investigation and research methods are pointed out.In the future,the classification of night tour products can be compared and studied,and various research methods can be used to enhance the reliability of the conclusion.