Research On Optimization Strategy Of Hot Spring Tourism Products In Heyuan City Based On Tourist Experience

Heyuan city of Guangdong Province has rich and high-quality hot spring resources,known as the "Hot Spring Capital",which is a good foundation for its development of hot spring tourism.Since the reform and opening up,hot spring tourism in Heyuan City has made some progress.However,due to the constraints of economic development foundation,transportation conditions,and other subjective and objective factors,the development level is relatively lagging behind,and its resource and location advantages have not been fully utilized to drive regional tourism and even the overall socio-economic development through hot spring tourism.At present,China’s socio-economic and cultural development has entered a new era,and the main social contradictions have transformed.The consumption of high-quality tourism products has become more of the people’s need for a better life.The development of hot spring tourism in Heyuan City has ushered in new opportunities and conditions.Through the analysis of Heyuan city hot spring tourism development present situation,from the tourist consumption behavior characteristics,tourist resources attractive factors,tourist satisfaction three aspects,the Heyuan city hot spring tourists experience effect of multiple regression analysis,concluded that the following understanding:(1)hot spring tourism resources attractive factors including hardware facilities,traffic conditions,hot spring function value,service level,product price,health environment six factors.(2)The four factors of hardware facilities,hot spring function value,product price and sanitary environment have a significant impact on tourists ’satisfaction,while the traffic conditions and service level have no significant impact on tourists’ satisfaction.(3)The four dimensions of hardware facilities,hot spring function value,product price and sanitary environment have a significant impact on tourists ’behavior intention,while traffic conditions and service level have no significant impact on tourists’ satisfaction.(4)In the process of influencing the attraction factor of hot spring tourism resources and tourists’ behavior intention,tourist satisfaction plays an intermediary role,but in different influence paths,the intermediary effect of tourist satisfaction is different.(5)Tourists ’gender,age,income,travel days,travel partners,the average annual number of hot spring visits,hot spring consumption time and other factors will all affect the tourists’ satisfaction and behavior intention.The countermeasures and suggestions to optimize the hot spring tourism products in Heyuan city from the aspects of building the brand of "hot spring capital",developing hot spring tourism products,"hot spring +" integrating regional tourism products and improving the quality of tourism service.