Research on the Optimization of Night Tourism Products in Xidi and Hongcun Based on Tourist Experience

Night tourism, as a new form of tourism, is gradually attracting people’s attention. However, there are still deficiencies in the design and service supply of current night tourism products. Firstly, taking tourist experience as the core and using methods such as field research, questionnaire surveys and data analysis, a systematic analysis of night tourism products in Xidi and Hongcun was conducted. Then, through the data analysis of effective questionnaires, it was found that tourists had relatively high evaluations of night landscape viewing and overall safety, while their satisfaction with catering experience and transportation convenience was relatively low. There is also room for improvement in cultural performances and shopping experiences. Secondly, based on IPA analysis, the importance and performance of each tourism dimension were identified, and corresponding improvement measures were proposed. It is recommended that catering experience, transportation convenience and cultural performances should be prioritized for improvement in night tourism products to meet tourists' high expectations, while maintaining the advantages in night landscape viewing and safety management. In addition, it is also recommended to further enrich shopping experiences and enhance the cultural connotations of products. This can provide practical guidance and theoretical support for the optimization of night tourism products in Xidi and Hongcun and other similar cultural tourism destinations, helping to improve the overall tourist experience and promote the sustainable development of the night tourism market.