Optimization strategy of tourism products in Xinjiang winery based on IP A theory
According to analytic hierarchy process(AHP),a set of tourist experience evaluation index system of Xinjiang winery tourism was constructed by selecting 24 indicators such as food quality,accommodation environment and road condition from the six factors of tourism:food,accommoda-tion,transportation,sightseeing tour,shopping and entertainment.Ten representative wineries in the four main wine producing areas of Xinjiang were selected as research objects,these data collected by in-depth interviews and questionnaire surveys was matrix analyzed based on important-perfor-mance analysis(IPA)theory.The results showed that there were problems in the supply of winery tourism products in Xinjiang,such as weak develop-ment of wine culture tourism resources,deviation of resource development focus,low attention of tourists to wine culture and lack of regional cultural characteristics of winery tourism products.In view of the above problems,the optimization strategies of Xinjiang winery tourism products were pro-posed,such as excavating winery cultural tourism resources,enriching product types,shifting the focus of attention,optimizing product design,high-lighting the business model and creating wine culture creative products,improving the business ability of lecturers and enriching characteristic cultur-al activities.
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