Exploration On Difference Tourist Expectation And Perception Of Ethnic Village Tourism Culture Study, Development And Protection

In recent years, the fast development of tourism in national regions. National culture as the main attractions, relying on the national countryside ethnic village tourism and identity is loved by more and more tourists. Visitors to ethnic village tourism ecological landscape holding expectation satisfaction attitude is in line with the expectations, but visitors to the culture of the ethnic villages to have expectations and the actual perception of differences.Ethnic village tourism culture development and protection problems become the focus of the domestic academic research.The development of tourism, the culture of the ethnic village tourism destination development and conservation, tourists are one of the most important link. This study from the tourist expectation and perception of ethnic village tourism culture differences, for its cultural development and protection of the breakthrough to coordinate with each other.Tourists made economic capital to buy high quality "different" cultural experience or hermit feelings, ethnic village tourism destination by getting visitors to provide funds can better development and protection of cultural and realize sustainable development. Therefore, visitors should enhance awareness of culture.First of all, in this study, using the miao village of dehan as a typical case study object, according to the zhen-zhi Yang culture theory of "foreground, the background, the curtain" can be divided into foreground and background cultures.With Delphi method to establish the ethnic village tourism destination tourist cultural expectation and perception evaluation index system.Then according to the social demographic characteristics and consumer behavior characteristics of the two Angle, a study on consumer behaviour of tourists.Design a questionnaire about the basic information of the visitors, motivation, travel mode and stay days, visitors to collect each project data descriptive analysis by SPSS software.Finally, cultural expectation and perception evaluation system for the reliability analysis of results on the surface of the systems measurement of the reliability is high.Second, carries on the culture of ethnic village tourism destination tourist expectation and perception of comparative study. First of all, the whole nation village tourist destination tourist cultural expectation and perception evaluation index system for descriptive statistics analysis.And then to four cultural dimensions of "tangible culture", "class culture", "beliefs and rituals","values",and they include "residential buildings","national costume","food", "handicraft", "national language", "traditional etiquette", "folk song", "national arts", "religion", "national festival","traditional taboo","national consciousness","Native concepts","social norms" observation item with paired T test in 14 categories of tourists cultural expectation and perception of comparative analysis.Final data analysis, the conclusion that the expectation of tourists is significantly higher than the tourists’ perceived performance.Third, we analyze the cultural expectation and perception difference cause of tourists. Summarized respectively from tourists travel demand,and community residents culture influence, the government’s culture construction and management of the four aspects of tourism enterprises perform causal analysis.The tourists themselves have a reason, but most. of the reason is that residents,tourism enterprises and the government. Real reason is that national tourist destination under the trend of economic globalization, cultural change,residents assimilation;Commercialized in the process of tourism development, culture are the travel company repackaged extensive and superficial performance, only in the use of national culture to facilitate cultural elements into a commodity, and other cultural elements faces the threat of alienation or lost; Government and tourism companies ignore the residents interests distribution, not the local residents as ethnic village tourism destination cultural inheritance and expression of the core subject.Finally, in order to more intuitive analysis of the tourists on the priority of the miao village of dehan of national culture perception difference size, using the method of IPA analysis, establishing a two-dimensional coordinate is divided into four quadrants. Have to give in different quadrants of each cultural dimension and to which they belong in the observation item targeted countermeasures are put forward.Not only meet the high quality of visitors "dissimilation" cultural experience, while making ethnic village culture can be protected, continuation and inheritance in tourism development. Government in policies and funding, built on a foundation to the villagers as the main body, establish a reasonable interest distribution mechanism, let they consciously spontaneously protection and inheritance culture, national culture village as a whole, let visitors experience a deeper culture.