Research On The Improvement Of Hui-Hang Ancient Road Tourism Products Of A Company Based On Peak Experience

With the continuous development of economy,people’s demand for spiritual level is also increasing,which gives birth to a new economic model--experience economy.Now the way of tourism service has been different from the past,once the tourism service pays more attention to the form,with users through,seen is to travel,and now more attention to the user’s inner feeling,committed to users in the process to experience the sense of physical immersion,spiritual integration,characteristic content of the experience.A good sense of experience is helpful for service-oriented companies to gain user loyalty and spontaneous word-of-mouth publicity,which is positive for the development of the company.The total experience of a process largely depends on the number and time point of peak experience.The optimization of tourism products by studying the peak experience of users is helpful to improve the overall evaluation of future users.As a classic outdoor tourism route,Hui-Hang Ancient Road has a rich cultural and historical background,and countless tourists have traveled this route.As a leader in the outdoor tourism industry in Shanghai,Company A has a large number of users who have participated in this route,but the actual company management status and user evaluation still reflect a lot of user experience problems caused by the leader arrangement.This paper takes the outdoor tourism products of Hui-Hangzhou Ancient Road of A Company as the research object,and takes peak experience as the core research point to redesign the products.First,the python language tool was used to capture and analyze the data of 1704 online comments under the products of Huihang Ancient Road on the official website of A company,and the number of positive comments,medium comments,bad comments,suggestions and the total number of users at all times was counted.Quantitative and qualitative research was conducted on the comments.Secondly,the interview outline was designed according to user comments,theories related to peak experience and analysis methods of critical moments.15 users who had participated in Hui-Hang Ancient Road of A Company were interviewed to analyze the key moments of stories and conduct qualitative research on these moments.Thirdly,the pain points and opportunity points of the trip were analyzed according to the user journey map tool,and the process was studied.It is found that a set of semi-standardized route arrangement can effectively cover the important experience points of users.Finally,focusing on enhancing the valley experience,strengthening and designing the peak experience in the trip,we designed a set of solutions to comprehensively improve the product experience of Hui-Hangzhou Ancient Road of Company A,including the training design of the leader,the arrangement design of Hui-Hangzhou Ancient Road products,the optimization design of motivating the leader and the service design of the company.The product of Hui-Hang Ancient Road of A Company designed by the theory of peak experience and the analysis method of users’ critical moments helps users feel more peak experience and reduce valley experience,thus improving the overall satisfaction of users.The product redesign scheme of Hui-Hangzhou Ancient Road based on peak experience can be used as a reference object for the optimization design of other similar products,and play a reference role for the experience improvement of the whole tourism market.