| Under the background of experience economy,tourism and culture are deeply integrated and developed.Ancient town tourism with culture as the core of its connotation occupies an important position in the tourism market.Huangyao Ancient Town is one of the four ancient towns in China.Improving the quality of tourism experience is one of the effective means for Huangyao Ancient Town to integrate culture into tourism.Tourism experience includes not only psychological factors but also physiological factors,environmental factors and so on.Therefore,it is an important topic to investigate the main variables that affect the quality of tourism experience from the perspective of tourists.This study studies the quality of tourism experience in Huangyao Ancient Town from the perspective of embodied theory.Based on online travel notes as data sources,content analysis is used to screen and comb the travel notes of Huangyao Ancient Town,and the element code of Huangyao Ancient Town tourist experience quality is constructed from the perspective of embodied theory.The evaluation index of Huangyao Ancient Town tourism experience quality consists of 4 dimensions and 32 indicators.Social network analysis(SNA)and "importance-satisfaction" analysis(IPA)are applied to the in-depth study of Huangyao Ancient Town’s tourism experience quality.The results show that :1.The overall evaluation of Huangyao Ancient Town’s tourism experience quality is good,and the overall evaluation of the physical experience and the environmental atmosphere of the ancient town is good in two dimensions;The evaluation of the characteristics and services of ancient town is poor.2.By combining the centrality of SNA with the top 15 factors in the perception ranking of Huangyao Ancient Town,it is found that the factors at the top of the two are all distributed in the first three subgroups of clustering subgroups and in the first two quadrants of IPA.So as to determine the core factors in the tourism experience evaluation of Huangyao Ancient town,Based on this,the following suggestions are put forward for the improvement of tourism experience service quality of Huangyao Ancient Town: give full play to the advantages of ancient town and make up for the lack of experience;Improve the overall quality and improve the travel experience;Grasp the core attraction,grasp the development focus;Focus on marginal elements and coordinate the overall level.So as to improve the tourism quality of Huangyao Ancient town,and then improve the development quality of ancient town tourism. |
