Research On Optimizing The Quality Of Rural Tourism Experience In Ethnic Areas Of Southern Xinjiang Under The Network Text

Southern Xinjiang is a multi-ethnic community with rich ethnic and cultural tourism resources,as well as ecological landscape resources.It is famous for its high heterogeneity and unique tourism experience.The unique ethnic and rural experience elements provide sustainable commercial value in promoting rural revitalization and development.However,due to a lack of deep understanding of ethnic tourism resources,the original folk cultural atmosphere is lost,and the value of tourism experience elements is weakened.Therefore,in order to avoid the variation and loss of the authenticity of characteristic experience elements,and to change the original rough development model,it is urgent to optimize the quality elements of rural tourism experience in ethnic minority areas of southern Xinjiang.This paper takes four 5A scenic spots of rural tourism in ethnic minority areas in southern Xinjiang as the research object,and draws the following conclusions:(1)Based on the embodied cognition theory and experience economy theory,the Grounded theory analysis method is used to carry out three-level coding of network text,and build an indicator system of rural tourism experience quality in ethnic minority areas: four main categories: rural ecological experience in ethnic minority areas,ethnic cultural atmosphere experience,scenic reception experience,and physical experience.15 subcategories: geographical landscape,water scenery,biological landscape,celestial landscape,characteristic architecture,ethnic cultural activities,local residents’ behavior and attitude,ethnic production and life,ethnic characteristic cuisine,entertainment experience,infrastructure,accommodation experience,shopping experience,sensory experience,and physical sensation.(2)By using online text content research and fuzzy comprehensive evaluation methods to analyze the quality of tourism experience,the comprehensive evaluation values of 15 subcategories of rural tourism experience quality in ethnic areas are ranked from high to low: characteristic architecture,biological landscape,ethnic production and life,ethnic cultural activities,physical sensation,ethnic characteristic cuisine,local residents’ behavior and attitude,sensory experience,cultural landscape,water scenery,entertainment experience,celestial landscape Shopping experience,infrastructure,accommodation experience.(3)By using the IPA analysis method,the 15 subcategory elements are divided into 4 quadrants based on importance and satisfaction.The advantage maintenance area(1 quadrant)includes characteristic buildings,ethnic production and life,ethnic characteristic cuisine,and physical sensation;Supply transition zone(2quadrants): The supply services of local cultural landscapes,local residents’ behavioral attitudes,sensory experiences,water scenery,and astronomical landscapes should continue to be improved,striving to become the second highlight of the scenic area;The lower priority areas(3 quadrants)have infrastructure,entertainment experience,shopping experience,and accommodation experience;Strengthen the improvement of key areas(4 quadrants): biological landscapes and ethnic cultural activities,which have received more attention from tourists but have low satisfaction.Scenic areas should urgently pay attention to and improve.Finally,this article proposes optimization strategies for the quality of rural tourism experience in ethnic minority areas of southern Xinjiang from four main categories and other aspects.