Research On The Evaluation Of Red Culture Dissemination Effect In Red Scenic Spots From The Perspective Of Tourists' Perception

With the development of social economy and the increase of people's leisure time,the demand for tourism is heating up and the tourism industry is booming.It provides a path and platform for people to pursue spiritual pleasure and improve their quality of life.The red culture is produced in a specific historical background.It has the characteristics of rich connotation,profound meaning,education and story.In 2016,China has promulgated the "National Red Tourism Scenic Spots Directory",taking the construction of the classic scenic spot as a demonstration,leading and driving the development of the red tourist scenic spot,and through the red tourist attractions to achieve a wide disseminate of red culture.To enhance the function and effect of dissemination red culture in red tourist attractions,this paper conducts an evaluation study on the red cultural dissemination effect of red tourist scenic spots from the perspective of tourists' perception.Based on combine the study of tourist perception related research,red tourism scenic area related research and red culture dissemination related research,and according to the theory of tourist perception,mass dissemination theory and Maslow's hierarchy of need theory,taking the effect of red cultural dissemination in the red tourism scenic spot from the perspective of tourists' perception as the research object,using literature data analysis method and expert consultation method,through the round of data screening and two rounds of expert questionnaires,the content of red cultural dissemination in red tourist scenic spots was clarified,according to the results of expert scoring,this paper constructs an evaluation index system for the red cultural dissemination effect of red tourist scenic spots from the perspective of tourists' perception,through the hierarchical analysis method,the weights of each index were established,based on the perception of tourists,an evaluation model that can be applied to the red cultural dissemination effect evaluation of any red tourist scenic spot is established.At the same time,the empirical analysis process and problem countermeasure analysis mode are given.To verify the applicability of the built indicator system,this paper have chosen the famous red tourism scenic spot – Shaoshan,which is both a revolutionary holy land and a revolutionary old district.Shaoshan is located in the central part of China in the geographical distribution of the red tourism scenic spot.It is also the representative of the most popular former residential and memorial red tourist destinations in China.Using the analytic hierarchy process and the questionnaire survey method to evaluate the effect of Shaoshan red culture dissemination,we conclude that the ranking of the elements of the guidelines for the red cultural dissemination effect of Shaoshan is “behavior>psychological and attitude>cognition”,and the final composite score is 75.39 points,the corresponding comment set is “having a good red cultural dissemination effect”.Based on the evaluation results of the study,we have proposed the following strategies to enhance the red cultural dissemination effect of the Shaoshan red tourist scenic spot:(1)Enhance the participation of employees in cultural dissemination;(2)Enhance the innovation of cultural communication dissemination methods;(3)Highlight the core culture of the scenic spot;(4)Increase the participation of visitors;(5)Improve the infrastructure facilities of the scenic spot.