The Influence Of Tourists' Perceived Value On The Intention Of Protecting Cultural Heritage In Cultural Heritage Sites

With the vigorous development of cultural tourism,cultural heritage sites,as an important carrier of cultural tourism,have become important tourist destinations.The protection and utilization of cultural heritage has always been a dialectical dynamic relationship.The relationship between cultural heritage and tourism development has gone beyond the theory of conflict to the theory of harmony and the theory of development of synergy.Tourists are the subject of tourism activities in cultural heritage sites.The protection of cultural heritage must attach importance to the attitude of tourists.From the perspectives of management science and tourism geography,this paper constructs the theoretical model of research by means-end chain theory,customer perceived value theory and value-attitude-behavior theory,uses literature analysis method,content analysis method,questionnaire investigation and mathematical statistics analysis method,takes The West Lake as the case site to obtain the survey data,summarizes the dimension and index composition of the perceived value of tourists in cultural heritage sites,and explores the relationship between the perceived value of tourists in cultural heritage destinations and their behavioral intention of cultural heritage protection.This paper looks into the status quo of tourists' perceived value of The West Lake cultural heritage sites in Hangzhou and puts forward optimization suggestions on the protection strategy of The West Lake cultural heritage sites in Hangzhou from the perspective of tourists' perceived value.The main conclusions are as follows:(1)the perceived value of tourists in cultural heritage sites has a hierarchical relationship,which is composed of perceived value at the attribute level,perceived value at the consequence level and perceived value at the personal value level: the perceived value of attribute layer is composed of 5 dimensions,with a total of 27 indicators;the perceived value of consequence layer is composed of 3 dimensions,with a total of 17 indicators;the perceived value of personal value layer is composed of 1 dimensions,with a total of 8 indicators.(2)the perceived value at the attribute level of cultural heritage sites significantly affects the perceived value at consequence level of cultural heritage sites;the perceived value at the consequence level of cultural heritage sites significantly affects the perceived value at personal value level of cultural heritage sites.(3)The perceived value of tourists in cultural heritage sites significantly affects their attitude towards cultural heritage protection;the cultural heritage protection attitude of tourists significantly affects their behavioral intention of cultural heritage protection.(4)For the current situation of tourists' perceptive value of The West Lake,the perceptive value of the attribute layer is higher than the perceptive value of the personal value layer,and the perceptive value of the personal value layer is higher than the perceptive value of the consequence layer.At the level of perceived value at the attribute level,the perceived value of heritage material attributes is the highest,followed by the perceived value of cultural environment,tourism facilities,intangible heritage and tourism services.At the level of perceived value at the result level,the perceived value of psychological result scored the highest,followed by the perceived value of functional result and social result.This paper analyzes the status quo of three levels of perceived value indicators and puts forward countermeasures and suggestions: analysis tourist carrying capacity scientifically and strict implement reasonable tourist capacity management;strengthen the scientific configuration of automatic navigation equipment in scenic spots,and improve the professional quality of tourist guide service personnel;increase the number of artistic performances and enrich the theme of artistic performances;enrich festival activities with themes of heritage culture as the content,and create IP of festival tourism activities with themes of heritage culture;encourage,support and guide the residents of heritage sites to restore and retain their original way of life and strengthen the presentation of the lifestyle of heritage sites;investigate the market demand of tourists from The West Lake deeply,and enrich the quantity and types of tourism facilities in the cultural heritage sites by combining the display of the cultural of heritage sites;to educate the residents of cultural heritage sites on heritage culture and tourism reception services,and to improve the cultural literacy and professional quality of the service industry of tourism practitioners,especially those with the status of residents of cultural heritage sites;strengthen the safety management of cultural heritage sites,improve the safety protection system such as the screening of potential safety hazards,to meet the safety needs of tourists;prohibit any damage to ancient buildings in cultural heritage sites,and follow the principle of “repair old as before” when repairing old buildings,carry on reasonable lamplight design,create cultural artistic conception in the night scene construction.