Comparative Study On Chengdu Wuhouci Tourists’and Residents’ Perceived Value

Every city has its own history, culture and unique memory, which is and should be different from other city’s.One city’s history, tradition and memory retain in the material remains, also retain in its people’s minds, as well as concentrate in its city museums, Urban Historic Site Museums(UHSMs) are the witness of the history for a city.They carry on an unique cultural mission.,and record their development pathes, geographical features and present historical and cultural heritages of any city.UHSMs play the very important roles in promoting regional history museum relics protection, they always strengthen the local identity and the understanding of local culture, they are also very important in the development of the city. For tourists, UHSMs have attractive resources, and for residents, UHSMs have inextricable links with them.Wuhouci is a famous UHSMs and tourism scenic spot in Chengdu.As the largest museum of the Three Kingdoms, it is the spot which tourist must visit in Chengdu. Wuhouci is not the traditional museum, in addition to the remains of traditional museum collections and other basic materials, it has the Chuanxi culture area-Jinli.For the successful development of it, the development model of Wuhouci will be the trend of UHSMs.Visitors can be divided into two groups---tourists and residents, the two groups generate their own perception,then balance it and thus have the overall evaluation.Because of its "place memory", perceived value of tourists and residents are differences.Though tourists’behaviors are short-term, residents’ behaviors are long-term, their perceived value has great research value.This study selects Wuhouci to do the comparative study on the perceived value of its tour groups---tourists and residents.This study puts forword such questions:First, which dimensions constitute the visitors’ perceived value? Second, what are the differences of tourists’ and residents’ perceived value?Third, through the comparative study on the similarities and differences between tourists’ and residents’ perceived value, what research results can be obtained? Based on these findings, which suggestions can be given on Wuhouci and other UHSMs? What is the significance of the conclusions for the development of tourism and cultural development of the city?The purposes of this study include:(1) Reviewing the elements of customer perceived value and value dimensions, building the visitors’ perceived value dimensions of UHSMs.(2) Constructing the dimension model of visitors’ perceived value,designing the research questionnaire according to the model. Making the empirical study on Wuhouci to verify the assumed dimensions.(3) Comparative study on tourists’ and residents’ perceived value, finding the similarities and differences between them.Based on the study, giving the development and management recommendations, improving UHSMs’function and role in modern context.The significances of this study are:Combining the Customer Perceived Value Theory and UHSMs’ visitors, reseaching the similarities and differences between tourists’ and residents’perceived value. This paper try to find out the similarities and differences, for designing products and managing better. The conclusion of this study have good significances on the promotion of the big cultural industries, urban development and the construction of harmonious society.The innovations of this study are:(1) Innovation on theoryAccording to the convergence of Western architecture in the "place" and "Spirit of Place"theory and concepts, this paper propose a new dimension---"place value ".(2) Innovation on PerspectiveThis paper divide the UHSMs’visitors as tourists and residents for the first time, and do the comparative study on the perceived value between the two groups.(3) Innovation on Content This paper study on the tourism value of the cognitive differences of UHSMs’ tourists and the residents.This study mainly includes five parts.The first part is introduction. It includes the background of this research, the purposes of the research,the significance of the research, the ideas of the research, the content of the research, the innovation of the research and the research methods.The second part is literature review and definition of the concept. It includes the definition of customer perceived value, theoretical models, driving factors, measurement of dimensions and the perceived value in the field of tourism research; differences in perception of tourists and residents; based on the literature review, defining the concept of UHSMs’, visitors’ perceived value etc..The third part is research hypothesis. It includes constructing the dimensions of perceived value model, designing questionnaire according to the model and then conducting the questionnaires survey.The fourth part is the research process. Through the empirical study on Wuhouci, measuring the dimensions of visitors’ perceived value,comparing the two different groups, and exploreing their differences of each dimensions.The fifth part is the conclusions and recommendations. It concludes the summarization of the research process, and the recommendations given on the various value dimensions.The main research meathod of the study are:literature survey, depth interviews, questionnaires survey and statistical analysis.Although all stages of the study sought to be rigorous, but for some reasons, this study still have some limitations, such as:the setting of the UHSMs’ visitors’ perceived value evaluation indexes, data collecting and researching on new perspective and so on.