Study on Cultural and Tourism Product Layer and Experience Quality in Ethnic Minority Areas Take Jinuo Mountain Village as an Example
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Abstract
According to tourism experience theory, tourism semiotics theory, consciousness map theory, and planned behavior theory, starting from tourism products and taking tourists' "behavior" as the research idea, it is found that tourism products are the important factor affecting customer behavior. The immersive experience layer of the product has a positive impact on the post-tour behavior of tourists, and a conceptual model and research hypotheses are proposed. Taking 360 group tourists organized by travel agencies to Xishuangbanna as the research object, choosing mature scales such as travel experience preference, surveying the 360 research objects using questionnaires, and analyzing the 360 questionnaires collected through SPSS and AMOS software, using quantitative analysis method.
The results show that: in the context of cultural tourism products and services in ethnic areas, the structure of cultural tourism products in ethnic areas has a stronger impact on tourists' willingness to share and revisit after traveling through the level of tourists' immersive experience in the intermediary variable. It not only puts forward targeted countermeasures and suggestions but also verifies the empirical research on tourists' post-tour behavior based on the immersive experience level adapted to cultural tourism products in China's ethnic regions.
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