Analysis of tourist demographic characteristics angle
Table 1 Statistical Table of Demographic Characteristics of Tourist in Daming Mountain Scenic Area
STATISTICAL
INDICATORS CLASSIFICATION INDICATORS NUMBER OF
PEOPLE PERCENT
GENDER male 187 48.1
female 202 51.9
AGE Age under 25 years 62 15.9
25-30 years 135 34.8
30-45 years 82 21.1
45-55 years 94 24.1
Over 55 16 4.1
HOME LOCATION
Nanning Local Area 157 40.3
Guangxi outside Nanning 144 37.1
Outside Guangxi 79 20.3
overseas 9 2.3
OCCUPATION
worker 18 4.6
Retired 23 5.9
national public servant 115 29.5
medical personnel 19 4.8
Laid-off, unemployed, unemployed 23 5.9
Science, education , culture , health and sports workers
73 18.7
Individual private enterprise, individual business enterprise
55 14.1
Business management personnel 14 3.5
Freelance 37 9.5
other 12 3
25 Table 1 (Continued)
STATISTICAL
INDICATORS CLASSIFICATION INDICATORS NUMBER OF
PEOPLE PERCENT
EDUCATIONAL LEVE
Junior High school culture 19 4.8
High school and technical secondary school
66 16.9
junior college 70 17.9
Bachelor degree and equivalent degree
199 51.1
Graduate degree or above 35 8.9
MONTHLY INCOME
Below 2000 yuan 24 6.1
2000-2999 yuan 62 15.9
3000-3999 yuan 133 34.1
4000-4999 yuan 138 35.4
RMB 5, 0 0 0 and above 32 8.2
Source: Statistical analysis of questionnaire data
From the overall survey, the sex ratio of tourists in Damingshan Scenic Area is generally balanced, and there are slightly more women; but in terms of age, it is mainly concentrated in 25 to 30 years old and 45 to 55 years old. These two age groups account for The reason for the larger ratio is determined by the newly opened tourism products of Daming Mountain Scenic Area and the tourism products which were mainly sightseeing at first. From the analysis of attribution, the majority of tourists visiting Daming Mountain are from Guangxi District, including Nanning City, and the combined proportion of the two is 77.4%. Such a ratio shows that Daming mountain Scenic Area is less influential and well-known, and there is no most distinctive scenic spot, making it impossible to attract foreign tourists to visit Daming mountain Scenic Area. From a professional analysis, tourists visiting Daming Mountain are more engaged in national civil servants and science, education and cultural undertakings. This is due to the special historical, cultural and environmental characteristics of the Daming Mountain Scenic Area. From the analysis of education level, the proportion of undergraduates is
51.1%, followed by the number of people with a college degree, which shows that people with higher education usually prefer to participate in outdoor eco-tourism activities. From the perspective of tourist economic status, the economic level of visiting tourists is not low, and the income level is mainly concentrated in 3000-5000 yuan.
An Analysis of Tourist Sociological Characteristics
Analysis on attention of ecological scenic area
Table 2 Statistical Table of Attention to Ecological Scenic Spots
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
NO CONCERN 52 13.5
GENERAL CONCERN 46 11.8
CONCERN 198 50.8
VERY CONCERNED 93 23.9
Source: Statistical analysis of questionnaire data
As shown in the table, among the tourists who participated in the questionnaire survey, those who usually pay attention to ecological scenic spots accounted for more, indicating that there are still many people in today’s society who are concerned about ecological tourism. This proves that the trend of ecological tourism is better and it is more important to people. Certainly affected.
27 Analysis of understanding of ecological scenic spots
Table 3 Statistical table of understanding of Ecological scenic spots
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
DO NOT UNDERSTAND 116 29.8
GENERAL UNDERSTANDING 133 34.1
UNDERSTAND 103 26.4
KNOW VERY WELL 34 9.5
Source: Statistical analysis of questionnaire data
As shown in the table, among the tourists who participated in the questionnaire survey, the understanding of ecological scenic spots is not high. The reason is that people are busy at work and the opportunity to participate in outdoor activities is already very rare and cherish. It can be limited to general understanding.
Analysis of the favorability of ecological scenic spots
Table 4 Statistical Table of Favorites of Ecological Scenic Spots
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
DISLIKE 12 3
GENERALLY LIKE 98 25
LIKE 160 41
LIKE VERY MUCH 119 31
Source: Statistical analysis of questionnaire data
As shown in the table, among the tourists who participated in the questionnaire survey, tourists who liked and liked ecological scenic spots accounted for a relatively high proportion, 41% and 31% respectively, indicating that many people still enjoy the pleasure of leisure during ecological travel, even Learn the knowledge that is not available in daily life, and ultimately like ecological scenic spots.
Analysis of Tourist Purposes in Daming Mountain Scenic Spot
Table 5 Statistics on the purpose of tourists visiting Daming Mountain Scenic Area
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
LEISURE AND RELAXATION 133 34.1
HOBBY 73 18.7
FRIENDS AND RELATIVES TOGETHER 84 21.6
BUSINESS ACTIVITY 23 5.9
SCIENCE LEARNING 27 6.9
TRY SOMETHING NEW 49 12.5
Source: Statistical analysis of questionnaire data
As shown in the table, tourists who come to Daming mountain Scenic Area mainly take leisure, hobbies, and traveling with friends as their main play motives, accounting for 34.1%, 18.7%, and 21.6% respectively. These ratios show that the tourism products of Daming mountain Scenic Area play a good role in leisure and relaxation, can provide tourists with richer outdoor activities, and can shorten the distance between relatives and friends. In the subsequent development of tourism products and the excavation of scenic spots, the Daming mountain Scenic Area needs to pay more attention to cultural connotations and historical relics. Daming mountain Scenic Area has rich natural resources, long historical heritage and special geographical environment. These excellent conditions are enough to make Daming mountain a greater breakthrough in the development of tourism products.
29 Analysis of the way tourists understand Daming mountain Scenic Area
Table 6 Statistics on the ways tourists understand the scenic spot
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
TRAVEL AGENCY 32 8.3
TV BROADCAST 36 9.2
THE INTERNET 160 41.1
NEWSPAPERS AND MAGAZINES 26 6.7
RELATIVES AND FRIENDS 109 28
OTHER 26 6.7
Source: Statistical analysis of questionnaire data
As shown in the table, the way for tourists to learn about Daming mountain Scenic Area is mainly through the Internet and recommendations from relatives and friends, accounting for 41.1% and 28% respectively. It shows that Daming mountain Scenic Area's publicity of scenic spots and tourism products is mainly through the Internet, and it also shows that the main way for tourists to obtain information is the Internet. Some tourists are recommended by relatives and friends, indicating that tourists who have visited Daming mountain Scenic Area have a good impression of Daming mountain Scenic Area, which has established a good reputation for Daming mountain Scenic Area. There are few ways to obtain information about Daming mountain Scenic Area through newspapers, magazines, travel agencies, TV broadcasts, etc. After the Daming mountain Scenic Area, various ways need to be used to promote the Daming mountain Scenic Area.
Analysis of Tourists' Travel Ways in Daming mountain Scenic Area
Table 7 Statistics on the way tourists come to Daming Mountain Scenic Area
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
WITH THE GROUP 77 19.8
SELF-DRIVING 217 55.9
TAKE THE SCENIC SPECIAL LINE CAR 95 24.1
Source: Statistical analysis of questionnaire data
As shown in the table, more than half of tourists visiting Daming mountain Scenic Area are self-driving. This proportion depends on the external traffic and internal tour methods of Daming mountain Scenic Area. External transportation has limitations to reach the destination, and internal transportation is too long. Therefore, traveling by car is the best choice for tourists to travel conveniently and comfortably.
Analysis of Companions of Tourists Visiting Daming Mountain Scenic Area Table 8 Statistics of Companions of Tourists Visiting Daming Mountain Scenic Area
STATISTICAL INDICATORS NUMBER OF PEOPLE PERCENT
FAMILY/RELATIVES 188 48.3
COLLEAGUES/CLASSMATES/FRIENDS 176 45.2
PERSONAL 3 0.7
OTHER 22 5.6
Source: Statistical analysis of questionnaire data
As shown in the table, the companions of tourists in scenic spots are mainly family and relatives accounting for 48.3%, followed by colleagues, classmates, and friends accounting for 45.2%. Scenic spots should take corresponding consideration and focus on product development and services in response to this phenomenon. As far as possible to meet the needs of tourists.
31 Analysis of Tourist Expectation Value and Satisfaction from
the Perspective of Tourism Experience
Analysis of the Expected Value of Tourist Experience
Table 9 Statistics table of expected value of tourists before visiting Daming mountain Scenic Area
STATISTICAL
INDICATORS CLASSIFICATION INDICATORS AVERAGE VALUE
STANDARD DEVIATION SCENIC AREA
ENVIRONMENT EXPERIENCE
Scenic spot health experience 4.21 .998
Surrounding environment experience 3.87 .890
Natural scenery experience 4.23 .907
INFRASTRUCTURE EXPERIENCE
Convenience, safety and comfort of
traffic conditions 4.11 .876
Reasonable layout of tourism signs 3.67 977 Convenience of facilities such as
communication and toilets 3.81 .1.007
Convenience of parking lot 4.34 .930
The number and rationality of trash
cans 3.89 .923
TRAVEL
ACCOMMODATIO N EXPERIENCE
Accommodation facilities comfort 4.12 .897 Reasonable number of
accommodation facilities 3.85 .954
Accommodation prices are reasonable 3.97 .890 TRAVEL
SHOPPING EXPERIENCE
Commodity prices are reasonable 4.01 .841 Variety and novelty of commodities 4.13 .952
Travel shopping service 3.98 .788
TOURISM DINING EXPERIENCE
Tourism catering hygiene experience 3.88 .890
Tourism Catering Service 3.78 .1021
BASIC SERVICES EXPERIENCE
Humanized and personalized service 4.34 .931 Service staff attitude and
professionalism 4.31 .825
Table 9 (Continued) STATISTICAL
INDICATORS CLASSIFICATION INDICATORS AVERAGE VALUE
STANDARD DEVIATION Intelligent management of tourism
product information 3.79 .969
Reasonable charges for travel products Completeness of promotional
materials for tourism products
4.13 .914
CHARACTERISTIC ACTIVITY EXPERIENCE
Rich variety of experience activities 3.94 .890 Degree of participation in experience
activities 4.01 .896
Experience the quality and
connotation of activities 4.15 .956
TOURISM EMOTIONAL EXPERIENCE
Relax and increase feelings 4.23 .784
Cultivate sentiment and purify the
soul 4.12 .863
The diversity of tourist souvenirs 3.56 .890 Rich knowledge of popular science
education 3.98 .921
Source: Statistical analysis of questionnaire data
According to statistical data, among the 29 classification indicators, the five most anticipated factors for tourists in the Daming mountain Scenic Area are natural scenery experience 4.23, parking convenience 4.34, personalized and personalized service 4.34, and service staff's attitude and professionalism. Degree 4.31, leisure and relaxation, increase feelings 4.23. The last three classification indicators of the expected value ranking are the reasonable layout of tourism signs at 3.67, tourism catering services at 3.78, and the diversity of tourist souvenir characteristics at 3.56. It can be seen that tourists are looking forward to the natural scenery of the scenic spot before experiencing eco-tourism. For eco-tourism, natural scenery is an important part of eco- tourism. Eco-tourism is a type of tour based on the premise of protecting the ecological environment of the scenic spot. Before the tourists experience the travel experience, the emotional experience of travel ultimately brought about by this travel is more
33 leisure and relaxation and increased feelings. What is most anticipated in the infrastructure is the convenience of the parking lot. This is mainly because most of the tourists in the Daming Mountain Scenic Area travel by self-driving, and the journey inside the scenic area is relatively long. In view of the beautiful scenery of Damingshan Scenic Area, tourists are also looking forward to the basic service experience, especially the personalized service and the attitude and professionalism of the service personnel.
The improvement of the basic service of the scenic spot can add points to the original ecological scenic spot sightseeing experience mode. . It can be seen from the statistical indicators that tourists are also relatively looking forward to the experience of special activities, indicating that tourists are bored with traditional sightseeing eco-tourism, and have expectations for the different activities and experiences that Daming mountain Scenic Area will bring to tourists. Therefore, they need special activities from Daming mountain. Geographical environment, special scenery and long history and culture for tourism product development.
Tourism experience satisfaction analysis
Table 10 Statistics of Satisfaction of Tourists Visiting Daming Mountain Scenic Area
STATISTICAL
INDICATORS CLASSIFICATION INDICATORS AVERAGE VALUE
STANDARD DEVIATION SCENIC AREA
ENVIRONMENT EXPERIENCE
Scenic spot health experience 3.67 .896
Surrounding environment experience 3.36 .768
Natural scenery experience 3.91 .899
INFRASTRUCTUR E EXPERIENCE
Convenience, safety and comfort of
traffic conditions 3.44 .906
Reasonable layout of tourism signs 3.89 .751 Convenience of facilities such as
communication and toilets 3.06 .816
Convenience of parking lot 3.91 .907
The number and rationality of trash
cans 3.16 .852
Table 10 (Continued) STATISTICAL
INDICATORS CLASSIFICATION INDICATORS AVERAGE VALUE
STANDARD DEVIATION TRAVEL
ACCOMMODATI ON EXPERIENCE
Accommodation facilities comfort 2.96 .796 Reasonable number of accommodation
facilities 3.31 .915
Accommodation prices are reasonable 2.91 .763 TRAVEL
SHOPPING EXPERIENCE
Commodity prices are reasonable 3.22 .794
Variety and novelty of commodities 3.31 .914
Travel shopping service 3.15 .793
TOURISM DINING EXPERIENCE
Tourism catering hygiene experience 3.18 .780
Tourism Catering Service 3.23 .825
BASIC SERVICES EXPERIENCE
Humanized and personalized service 3.38 .832 Service staff attitude and
professionalism 4.01 .774
Intelligent management of tourism
product information 3.09 .891
Reasonable charges for travel products Completeness of promotional materials for tourism products
2.95 .812
CHARACTERISTIC ACTIVITY EXPERIENCE
Rich variety of experience activities 3.88 .778 Degree of participation in experience
activities 3.71 .931
Experience the quality and connotation
of activities 3.74 .899
TOURISM EMOTIONAL EXPERIENCE
Relax and increase feelings 3.69 .846
Cultivate sentiment and purify the soul 3.66 .761 The diversity of tourist souvenirs 3.59 .940 Rich knowledge of popular science
education 3.38 .978
3.45 .907
Source: Statistical analysis of questionnaire data
35 It can be seen from the statistical table that the actual experience satisfaction of tourists has declined to a certain extent. Compared with the expected value, the tourist experience satisfaction of tourists is somewhat different. The attitude and professionalism of the service staff and the experience indicators of natural scenery are relatively high. Damingshan Scenic Area has beautiful natural scenery and has been highly evaluated. However, Damingshan Scenic Area has low satisfaction with accommodation experience and basic services and infrastructure experience in addition to the professionalism of service personnel, indicating that Damingshan Scenic Area needs to be upgraded and comprehensively managed in terms of accommodation and other service facilities, so that it can be improved. Tourist experience satisfaction.
IPA Analysis of Tourist Expectation and Satisfaction from the Perspective of Tourism Experience
Table 11 Statistical of statistical indicators
NO. INDEX NO. INDEX
1.0 Natural scenery experience 15.0 Tourism catering hygiene experience 2.0 Surrounding environment experience 16.0 Tourism Catering Service
3.0 Scenic spot health experience 17.0 Humanized and personalized service 4.0 Convenience, safety and comfort of
traffic conditions 18.0 Service staff attitude and professionalism
5.0 Reasonable layout of tourism signs 19.0 Intelligent management of tourism product information
6.0 Convenience of facilities such as
communication and toilets 20.0 Completeness of promotional materials for tourism products
7.0 Convenience of parking lot 21.0 Rich variety of experience activities 8.0 The number and rationality of trash
cans 22.0 Degree of participation in experience
activities
9.0 Accommodation facilities comfort 23.0 Experience the quality and connotation of activities
Table 11 (Continued)
NO. INDEX NO. INDEX
10.0 Reasonable number of accommodation
facilities 24.0 Relax and increase feelings
11.0 Accommodation prices are reasonable 25.0 Cultivate sentiment and purify the soul
12.0 Commodity prices are reasonable 26.0 The diversity of tourist souvenirs 13.0 Variety and novelty of commodities 27.0 Rich knowledge of popular science
education
14.0 Travel shopping service 28.0 Scenic spot health experience
Figure 3 An analysis chart of tourists' expectations and satisfaction levels he X axis is the expected value axis, and the Y axis is the satisfaction axis. The IPA chart is divided into 4 quadrants.
Area A is a continuous maintenance area. The expectations and satisfaction of tourists in this area are higher than its average, indicating the natural scenery experience, the convenience of traffic conditions, safety and comfort in this area, the convenience of parking lots, the attitude of service personnel and the Professionalism, relaxation, and increased feelings are good for tourists, and they can continue to maintain the original.
37 Area B is an advantageous area. Tourist expectations in this area are lower than the average, and satisfaction is higher than the average. It is an ideal state. In this area, there are reasonable layout of tourism signs, cultivating sentiment, purifying the soul, and enriching knowledge in popular science education. It shows that Damingshan Scenic Area is considered for tourists and satisfied with these indicators. We can continue to manage several indicators in the future.
Area C is an appropriate improvement area. Tourist expectations in this area are lower than the average value, and satisfaction is also lower than its average value.
Among the 28 statistics, most of the indicators are in this quadrant. Among them, the price of accommodation, communication and toilets and other facilities and equipment, the number of accommodation facilities, tourism shopping services, and the intelligent management of tourism product information. These indicators are not expected to be high, but overall they are still not satisfactory. This shows that the Daming Mountain Scenic Area There are many details in service management and product development that need to be improved.
Area D is a key improvement area. Tourist expectations in this area are higher than the average value, and satisfaction is also lower than its average value, including the variety and novelty of commodities, comfort of accommodation facilities, reasonable charges for tourism products, complete tourism product promotion materials, and sanitation in the scenic area. The experience and other aspects need to be strengthened and focused on improvement.
Analysis of follow-up behavior characteristics of tourists' travel experience
Analysis on the Willingness of Tourists to Visit Damingshan Scenic Spot Table 12 Statistics of tourists' willingness to revisit
STATISTICAL INDICATORS NUMBER OF PEOPLE FREQUENCY
VERY WILLING TO 65 16％
WILLING 160 41.1％
GENERALLY WILLING 158 40.6％
UNWILLING 6 1.54％
Source: Statistical analysis of questionnaire data
The survey results show that 16% of the tourists are willing to revisit the Daming mountain Scenic Area, and 41.1% of the tourists are willing to revisit the Daming mountain Scenic Area. More than half of the tourists are willing to revisit, indicating that the resource conditions and some tourism products of the Daming Mountain Scenic Area can attract tourists and meet the preferences of some tourists. However, more attention should be paid to the travel experience of revisited tourists in the development of tourism products. There are also 40.6% of tourists who are not sure that they will revisit. Daming mountain Scenic Area should consider improving the infrastructure. Colleagues should inspire tourists to revisit in publicity and promotion.
39 Analysis of Recommendation Willingness of Daming Mountain Scenic Area
Table 13 Statistics of Tourist Recommendation Willingness
STATISTICAL INDICATORS NUMBER OF PEOPLE FREQUENCY
VERY WILLING TO 78 20％
WILLING 159 40.8％
GENERALLY WILLING 110 28.2％
UNWILLING 42 10.7％
Source: Statistical analysis of questionnaire data
As shown in the table, 60.8% of tourists would recommend Daming mountain Scenic Area to others, indicating that more than half of them have a good impression of Daming mountain Scenic Area and they have a good reputation. 28.2% of tourists are not sure, and 10.7% of tourists do not recommend it. In order to improve the reputation of Daming mountain Scenic Area, the scenic area needs to improve the infrastructure construction and services in the scenic area under the premise of improving the tourism experience, so as to encourage tourists to recommend it to others.
Problems of Developing Eco-tourism in Daming Mountain Scenic Area Influence is not strong, brand awareness is not high enough
With the progress of the times, traditional marketing can no longer occupy the mainstream of the market. The marketing promotion of Daming mountain Scenic Spot lags behind other similar scenic spots. Daming mountain Scenic Spot is not well-known compared with surrounding scenic spots and has little influence. As a scenic spot that has been developed for a long time, eco-tourism tourism products are the advantages of the scenic spot. However, it is far from insufficient to maintain the operation of the animal and plant protection area by the usual number of tourists. It is understood, but the desire to arrive is not strong. It is attributed to the fact that the theme image logo of Daming mountain Scenic Area is not prominent in the minds of tourists, and it lacks the necessary conditions to become a must-see scenic spot for tourists. The proportion