The Influence Of Tourists’ Perception Value Of Historical Heritage Sites On Revisitation Willingness

China’s tourism started from the 1970s, developed enormously in the 1980s and achieved leap development in the 1990s. Over half of China’s provinces have regarded tourism as one of the local pillar industries till now and they compete with each other. Thanks to their unique tourism resources, historical heritage sites has taken on sightseeing as main way to tour for a long time. Now tourists’ consumption during tourism activity has altered from materials to spirits and their demand for tourism destinations is no longer just a single need for tourist attractions, but pays more and more attention to the improvement of lifestyle and travel experience. Revisitation is an indicator to measure tourists’ satisfaction as well as an important factor of loyalty in tourism destination. Tourists’revisitation willingness is affected by various factors, which is closely related to practical feelings gained from tourism experience.This study employs a combination of quantitative method and qualitative method. It first included a literature review on research of tourists’ perception value and revisitation willingness. Then this thesis took the Summer Palace as a case study to research historical heritage sites. Questionnaires were distributed as a way of collecting data. In analysis part, factor analysis was used to classify tourists’ perception value of historical heritage sites into 7 dimensions- environmental facilities value, landscape value, interaction and engagement value, historical and cultural value, emotional value, management and service value and cost value. In this way, differences in perception value of different groups of people were summarized. By correlation analysis, regression analysis and other methods, tourists’ perception value was associated with revisitation willingness. It concluded that cost value, landscape value and historical and cultural value cast the most obvious influence on revisitation willingness. Finally, this thesis came up with countermeasures and suggestions to promote revisitation rates based on analyses and the real situation of the Summer Palace.