Research On Visitor Behavior Management For Heritage Sites

Heritage tourism is a special type of tourism,whose main attraction is heritage resources,and it displayed to the visitors to the estate through heritage sites, so that visitors can have unique experience . Tourism is an important way to manifest the multiple values of heritage. Tourism activities carried out at heritage sites can not only leisure tourists, but also provide chances for them to study and get access to education. Heritage sites attract many tourists for their unique values and become one of the world's fastest-growing types of tourism. With the rapid development of tourism, unreasonable development has influenced the heritage resources: large-scale development and noneffective management have damaged the resources to some extent, contradictions between the development and utilization of heritage resources and heritage conservation are becoming increasingly prominent. The irreplaceable and non-renewable nature of heritage resources requires the development and utilization be based on the effective protection of heritage. In the system, the visitor is the object of the values displayed by heritage sites, but also the group which positively contacts with the heritage and has the most effect on it. Effective management of visitors can avoid the destruction by tourists and reduce the negative impact on heritage by tourism activities to the largest degree. Visitor management becomes the essential means to resolve the conflict between the uses and the protection of heritage resources and the effective way to realize the sustainable development of the heritage and heritage tourism. But at present the research on visitor management is relatively weak, which is seriously incompatible with the requirements of theoretical study of visitor management required by the development of heritage tourism. The research of this paper on visitor management in the heritage sites is put forward on the basis of that background.This paper generally uses tourism, behavioral science, management science, economics, psychology and other related theories and methods, utilizes various methods and techniques such as the combinative methods of theory and practice, and combination of qualitative and quantitative and survey, statistical analysis and comparative analysis and so on to conduct systematic studies on heritage sites and build the rights-obligations cooperative visitor management model.This paper is divided into six chapters: the first chapter is introduction; Chapter 2 to Chapter 5 is the body part, among which the second to the fourth chapter are the part of theoretical research, and this section mainly expatiates the goals and principles of visitor management on heritage sites, analyses the objects and contents of visitor management on the heritage sites that is the visitor , heritage sites , the community residents and the government .The section also proposes a cooperative visitor management model combined with the characteristics of heritage sites, which emphasizes the cooperation of the four stakeholders . The government supervises the others on the basis of their cooperation to ensure a balance of the interests of all parties and stable relations , so that the use and protection of the heritage can be integrated and achieve sustainable development of heritage and tourism; meanwhile applies the stimulate-response model of marketing in the field of visitor management to provide a stimulate - response model of visitor behavior management, finally makes a thorough study of behavior management on the basis of the cooperative visitor management and suggests some visitor management strategies; Chapter 5 is the part of empirical research in the body, this section takes the scenic of Mount Taishan which is the World Cultural and Natural Heritage for example, to make empirical analysis on visitor behavior management of heritage sites, and investigate tourist behavior of Mount Taishan, and then propose appropriate management strategies; Chapter 6 summarizes the full text, and notes some places of the paper where there are inadequacies and needs in-depth study.The outcomes of this paper include: trying to build the theoretical system of visitor management of heritage scenic sites;establishing a cooperative visitor management model in heritage sites; summarizing the influencing factors of tourist behavior; proposing a stimulus-response model of visitor behavior management.