Research on Negative Experience Factors and Mechanisms in Suzhou Classical Gardens:Based on Perception Data of Visitors
The Suzhou Classical Gardens have undergone transformation from private gardens to heritage tourist destinations,and are highly valued and protected by the World Heritage Organization.However,their spatial function,landscape atmosphere,and artistic concept were also affected.Visitors are the major consumers of heritage tourism and their perception and evaluation are directly related to the development of heritage tourism destinations.Therefore,it is crucial and necessary to study and clarify negative experience factors and operation mechanisms from the perspective of visitors'perception.A comparative analysis of the negative experience evaluation data from six tourism platforms revealed that four gardens should be selected as research objects.A total of 14,361 negative comments of visitors'experiences were collected by combining network semantics and interview methods.A total of 24 negative experience factors and characteristics were identified using the LAD theme model.On this basis,the evaluation grades of negative experience factors were acquired through surveys.A factor analysis was carried out using SPSS 22.0,obtaining 6 control points and their effects on a macro-level and micro-level.A negative experience evaluation system of gardens was established,thus identifying specific development strategies.This study demonstrates:1)on the macroscopic level,the effect of different control points is:service management perception shows the strongest action effect,followed by cultural presentation perception,landscape elements perception,architectural style perception,accessory facilities perception,and historical context perception,successively.The action effects of service management perception and cultural presentation perception are higher than 0.2.Weights of"garden management","route guidance",and"history creation"are all higher than 0.05.This reflects that garden management and culture play an important role in tourism experiences to some extent.As for the perceptive impressions of visitors on garden environment,the action effect of landscape elements perception and architectural style perception is higher than 0.15.The"wood structure repair","wall repair",and"rockery maintenance"are related to protection of garden historical relics.The perception of ancillary"facilities and the perception of historical context are both higher than 0.05."Public facilities"and"tourist visitors"reflect garden spatial functions and atmosphere,influencing experiences.2)On the micro level,the general effect of different control points fluctuates discontinuously,increasing continuously and presenting parabola fluctuations with changes in tourists.Specifically,tourists who are aged 19-25 and with an education background of a master's degree or higher have significantly negative experiences."Science and technology exhibition","couplets and plaques connotation",and"publicity strategies"are dominant factors.To address problems in experiences of visitors,controlling overall unity and individual differences are suggested and improvement routes are proposed for reasonable garden service allocation systems,diversified propagation of garden history and culture,dynamic maintenance of garden historical relics,and intelligent creation of garden experience contexts.This study can provide references for the development of classical gardens in Suzhou.Based on data of tourist perception differences,a negative experience evaluation system of the Suzhou Classical Gardens was established for the bottom-up analysis of their current preservation and use conditions.Some specific scientific and effective governance strategies are proposed to improve tourism images continuously and to realize an all-round sustainable development.
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