Research On The Promotion Strategy Of Laiyang Rural Tourism Based On The Perceived Value Of Tourists

Experience economy and digital economy enable rural tourism to develop with high quality,the tourism demand of rural tourism tourists has gradually changed from a single sightseeing to a deep and multi-level tourism experience,the construction of tourism image of rural tourism destination has gradually changed from a single projection image mode to a tourist oriented perception image mode.As the formation process of tourists’ image perception of rural tourism destinations becomes more and more complex,it has aroused widespread concern in the academic circles on the research of tourists’ perceived value.Therefore,from the perspective of perceived value,it is of great theoretical and practical significance to investigate the impact of tourist perception on the image construction of rural tourism destinations.In this paper,Laiyang rural tourism is taken as a case to study the perceived value dimension of Laiyang rural tourism by using the method of network text analysis and field interview.On the one hand,the rapid development of tourism websites makes online travel notes an important way for tourists to share tourism information.It contains a large amount of tourism process and tourism experience information,and becomes an important way to obtain tourists’ perceived value.At the same time,in order to make up for the possible one-sided nature of the online travel notes,this paper obtains the necessary supplement and verification of the tourists’ perception data through field interviews,so as to more accurately locate the perceived value dimension of tourists to Laiyang rural tourism.Based on theories such as theory and tourists’ perceived value,Python is used to capture network text,integrate field interview text data,and gooseeker data steward is used to encode,analyze and design Laiyang rural tourism tourists’ perceived data,extract 22 concepts and 8 core categories,and then construct Laiyang rural tourism tourists’ perceived value model and conduct emotional analysis and comprehensive analysis on the data text.Based on the text data,the research finds that:(1)according to the change of tourists’ perceived time,the perceived value dimension of Laiyang rural tourism can be divided into three parts: before travel(information value)-during travel(aesthetic value,experience value,service value)-after travel(social value,emotional value,reputation value,cost value).(2)From the perspective of high-frequency words,"pear flower","pear garden","Yantai","leisure" and other words have a high frequency.Laiyang pear is the core of perception of Laiyang rural tourism tourists,and leisure has become an important feeling of tourists in rural tourism.(3)From the perspective of correlation analysis,during the leisure tourism of Laiyang,tourists mainly have a clear tendency to the dimensions of ornamental landscape,rural guesthouse facilities,surrounding traffic conditions,characteristic catering and tourism products,ecological protection and cultural inheritance.(4)From the emotional analysis,the comprehensive feedback of Laiyang rural tourism is at the middle and lower levels.39.2% of the tourists show a friendly and joyful attitude,57.6% of the tourists think it is worth mentioning,and 3.1% express obvious anger and disappointment.The medium and negative evaluations are mainly focused on food,accommodation,food and tourism products。According to the analysis results of tourists’ perceived value before,during and after the tour,specific optimization countermeasures are put forward from three levels of experience,perception and perception as well as the overall perspective.