A Study On The Attraction Of Mountain Scenic Byway From The Perspective Of Tourist Perception

The proposal and development of global tourism has further expanded the scope of tourist destinations,from scenic spots to the whole region.In this form,scenic byway tourism,a linear and even planar sightseeing experience tourism product,has been enthusiastically sought after by many tourists.Gengda-Balang Mountain Scenic Byway,as one of the most convenient tourism routes for Sichuan Basin to travel to the Western Sichuan Plateau,has a high attraction in the tourism market.Whether tourists want weekend tours,long holiday tours,special tours,or Western Sichuan ring tours,Gengda-Balang Mountain Scenic Byway is a tourist destination favored by tourists.Tourism attraction is one of the motivations of tourists’ travel intention,which is closely related to tourists’ travel behavior and affects the development of tourism.Therefore,this paper explores and evaluates the tourism attraction of the tourist destination from the perspective of tourists’ perception,which is of great significance to the tourism development of the scenic area.This paper extensively analyzes and reads relevant domestic and international literature,and designs a questionnaire on the tourism attractiveness of the Gengda-Balang Mountain Scenic Byway based on tourists’ perceptions.The questionnaire selected 20 influencing factors indicators from four dimensions,such as tourism resources,tourism infrastructure,tourism soft environment and experience attractiveness,and accessibility of the mountain scenic road,and constructed an evaluation system of tourism attractiveness of the Gengda to Barangay Mountain Scenic Road.Further analysis was then conducted,using the IPA analysis method to quantitatively analyze and study the tourism attractiveness of the Gengda-Balang Mountain Scenic Byway,evaluating the indicators of the relevant dimensions of this scenic byway in terms of importance and expressiveness,systematically summarizing the strengths and weaknesses of the tourism attractiveness of this mountain scenic byway,and proposing to protect the natural ecological landscape,maintain and update the tourism infrastructure,develop folk culture tourism and science and education tourism,renovating and upgrading the tourism residential environment,renovating and upgrading the traffic conditions of connecting attractions,upgrading the tourism soft environment,creating representative and thematic tourist attractions and brands,concentrating advantageous strengths in building core tourism areas,and controlling and adjusting regional tourism business forms,and other strategies.Finally,combined with the empirical study on the tourism attractiveness of the Gengda-Balang Mountain Scenic Byway,from the perspective of tourists’ perceptions,we further propose measures to enhance the tourism attractiveness and tourism development of similar mountain scenic roads by integrating mountain scenic road tourism resources,protecting natural ecology,developing ecological tourism and tapping cultural connotations;developing unique mountain scenic road tourism products,establishing and enhancing tourism brand image;optimizing the tourism infrastructure services along the mountain scenic road,enhancing tourism services and focusing on community participation;improving and upgrading mountain scenic road traffic functions,preventing and controlling mountain geological disasters and ensuring tourism safety;improving management systems and enhancing management levels.Tourism infrastructure service facilities,enhance tourism services,focus on community participation;improve and enhance the traffic function of mountain scenic roads,prevent and control mountain geological disasters,and ensure tourism safety;improve the management system,enhance management level and other measures.