Study On The Development Strategy Of Intangible Cultural Heritage Tourism Based On Tourists’ Perceived Value And Consumption Willingness

Under the background of consumption upgrading,tourists increasingly pursue the cultural value and cultural experience of tourism products,and the unique intangible cultural heritage provides cultural connotation for the development of tourism.Developing the intangible heritage tourism based on the perspective of tourists can accurately grasp the market demand,which is of great significance to the high-quality development of intangible heritage tourism.Kashgar,Xinjiang,is rich in intangible cultural heritage types,with a large number,with various development modes,such as tourist attractions,museums,cultural centers and theme villages,and intangible cultural heritage tourism has great development potential.Based on this,this paper takes intangible cultural heritage tourism as the research theme,takes Xinjiang Kashgar area as the case place,takes tourists as the main research body,and studies the development of Xinjiang Kashgar area of intangible cultural heritage tourism from the perspective of tourists ’perceived value and tourists’ consumption willingness.First of all,through the literature and field research of kashgar region intangible projects,intangible tourism development and tourist experience overview,found that although the regional intangible resources,market potential,but intangible tourism projects present small number,low participation problem directly lead to tourists play a short time,low experience,the main reason is the lack of attention to tourists demand.Therefore,from the perspective of tourist perceived value and tourist consumption intention,to accurately grasp the tourist experience and tourism demand,in the introduction of customer perception value theory,experience economic theory,perception-emotion-intention theory,on the basis of tourism sustainable development theory,based on the literature review and field research establish tourist perceived value and consumption willingness measurement scale,and in kashgar typical intangible tourist questionnaire.Conduct descriptive statistical analysis,reliability validity test,factor analysis,correlation analysis and multiple regression analysis to study the relationship between tourist perceived value and tourist consumption willingness,and combine the degree of tourist perceived value to study the difference of different demographic characteristics.The research results show that:(1)The perceived value of intangible cultural heritage tourism tourists is composed of quality value,efficiency value,service value,emotional value,cognitive value,social value,cultural value and other dimensions;(2)The perceived value dimension of tourists positively affects the tourists’ willingness to consume,And the influence degree from large to small is efficiency value,quality value,service value,emotional value,cultural value,cognitive value,social value;(3)The degree of tourist perceived value is ordered from large to small: cultural value,emotional value,service value,cognitive value,quality value,social value and efficiency value;(4)Intangible cultural heritage tourists of different genders,ages,monthly income and tourism forms,Its perceived value is no different from its consumption intention;Intangible cultural heritage tourist tourists with different educational levels,occupations,sources and travel modes,Its perceived value is different from the willingness to consume.Based on comprehensive analysis of tourist perceived value and different demographic characteristics,the following strategies are proposed:(1)Build quality brand and enhance quality value;(2)Improve service level and enhance service value;(3)Develop characteristic projects and enhance emotional value;(4)Enrich cultural connotation and enhance cultural value;(5)Promote host and guest communication and enhance social value;(7)Strengthen infrastructure construction and enhance efficiency value;(8)Segment customer market development strategy.