Research On Evaluation And Optimization Of The Development Level Of Rural Tourism Intelligence From The Perspective Of Tourist Experienc

Along with the increasing level of information technology infrastructure construction in China’s vast rural areas,digital construction provides a new idea and direction for the innovation of rural tourism,but there are still some bottlenecks regarding the exploration and application of rural tourism wisdom,resulting in an imbalance between the supply and demand of tourists’ rural tourism wisdom experience,in terms of both supply and demand and the development of the general social environment,wisdom is the inevitable rural tourism In terms of both supply and demand and the development of the general social environment,wisdom is the inevitable development direction of rural tourism,and the experience of tourists in the whole process of rural tourism is the entry point to improve the development level of rural tourism.This paper composes and rationally evaluates the current situation of the development of rural tourism wisdom,and quantitatively and qualitatively analyzes multiple aspects that affect tourists’ experience in the whole stage of tourism,which has important practical value and theoretical significance.This paper takes Jiaozhou,Qingdao City as the case site,combines the theory of tourists’ experience and tourism informatization theory,adopts literature research method and field survey method,and constructs the index system of rural tourism wisdom development level from the perspective of tourists’ experience and three dimensions of wisdom service perception before,during and after the tour.A questionnaire survey was conducted and the wisdom development level of rural tourism in the case sites from the perspective of tourists’ experience was measured using the fuzzy comprehensive evaluation method.The conclusions of the study are as follows.(1)The evaluation score of the level of wisdom development of rural tourism in Jiaozhou from the perspective of tourists’ experience is 2.79,which is in a general state according to the evaluation settings of the evaluation level score comparison table.The evaluation result of the first-level indicators: wisdom service perception during the tour >wisdom service perception after the tour > wisdom service perception before the tour.The weighted score of the three first-level indicators is "average",and the high scores of midtour and post-tour may be due to the widespread use of electronic payment and We Chat microblogging platforms,and the level of development of rural tourism wisdom in Jiaozhou has certain development results in the three stages of tourists’ experience,but there are problems of imperfect development.(2)Based on the results of the questionnaire survey data and the functions and uses that digital media can provide throughout the tourism cycle,the needs of five aspects of the wisdom of rural tourism in Jiaozhou are summarized.The analysis concluded that there are three problems in the development of rural tourism wisdom in Jiaozhou: imperfect construction of pre-tour information service platform,imperfect construction of destination infrastructure intelligence during the tour,and lack of post-tour information exchange and feedback platform.The four causes of the above problems: insufficient information sharing,lack of professional talents,lack of diversified intelligent marketing methods,and unsound institutional mechanisms.(3)Based on the above analysis,the idea of optimizing the development of rural tourism wisdom is proposed: improving the wisdom information service to optimize the "pre-tour" experience of tourists,strengthening the wisdom tour service to optimize the "mid-tour" experience of tourists,and using the wisdom evaluation service to optimize the "post-tour" experience of tourists."After the tour" experience.And proposed to "three platforms,three systems and one center" as the general framework of Jiaozhou rural tourism wisdom platform,wisdom information platform,tour platform,evaluation platform "three platforms" as the main construction,standardized management,service protection,marketing promotion The "three systems" are the basic guarantee,and the "one center" is the technical support of the rural tourism cloud data center,conceiving the service content and construction focus that should be provided to optimize the visitor experience.