Research On The Lack Of Perception Of Confucian Culture In The "Three Kongs" Tourist Destination

The scale of China’s tourism market continues to increase,and tourists’ demand for cultural perception brought by tourism activities continues to expand,which also makes the tourism of cultural heritage sites continue to increase.However,more and more tourists just snatch a transient glance of the landscape when they visit scenic spots and historic sites.The local culture that they can really feel and even be influenced by this culture in their life in the future is little.The lack of cultural perception of tourists is increasingly becoming the short board of the development of cultural heritage tourism.How to solve this dilemma has become an important issue for cultural heritage sites to make up for their shortcomings and achieve sustainable development.Since the spring and Autumn period,Confucian culture has developed for more than two thousand years and formed a complete ideological system.Its influence pervades the whole ancient society and plays an unparalleled role in shaping the spirit and character of the Chinese nation.It has been integrated into the excellent traditional culture of China and become the source of life for the recreation of Chinese culture." Three Kongs " tourism destination is the birthplace of Confucian culture,which has been listed in the world cultural heritage list.This study is based on the " Three Kongs " tourism destination,through the study of its lack of cultural perception of the phenomenon and reason for our cultural heritage sites to enhance the cultural perception of tourists to provide a reference.Based on the theory of cultural perception,this study uses the methods of on-the-spot investigation and text qualitative analysis to extract high-frequency key words such as culture,interpretation and commercialization through data collection and analysis,and summarizes the problems affecting cultural perception such as inadequate interpretation,insufficient interactive participation,chaotic management and commercialization in the " Three Kongs " tourism destination.The above qualitative analysis is supported by empirical analysis through questionnaire survey.Further explore the root causes: first,the irreplaceable tourism resources of " Three Kongs " and the monopoly operation of operating enterprises make the enterprises lack the power to tap the cultural essence and cultural innovation;second,the administrative departments have low administrative level,limited resource control ability and the ability to organize and coordinate with relevant departments,and are unable to further optimize the management of " Three Kongs " tourism destinations.Finally,from the perspective of tourists’ cultural perception,the paper puts forward suggestions for the enterprises and administrative departments in charge of scenic spots.