Depth Development Research On Tourism Product Of Guilin Zengpiyan National Archaeological Site Park Based On Tourist Perception

National Archaeological Site Park is a new thing in the field of protection of large sites in China,and it is also one of the most effective means of protection and utilization of large sites in china.In the cultural tourism in full swing today,the city ruins are increasingly favored by tourists because of its uniqueness and scarcity,at the same time,heritage tourism provides the possibility of emotional communication between the heritage and the public.It is not only a trend but also a social responsibility to open the heritage to the public,so the development of heritage tourism products has a vital role in the protection of the ruins and the development of urban tourism.At present,the academia in discussing about how to develop tourism park from the relationship between protection and development,cultural display or explanation system or do research theories such as marketing management concept level,while the buying main body of tourism products--tourist less discussion,also lack of effective empirical research and analysis.In view of this,this article takes Guilin Zengpiyan which is a typical representative ruins of prehistoric cultural sites as the research object,On the basis of summarizing the status of its cultural heritage resources and its tourism development,this paper reviews and evaluates its tourism products from the perspective of tourists' perception,and puts forward the suggestions of the deep development countermeasures.In order to achieve this purpose,First of all,this paper uses the method of literature analysis,brainstorming,expert questionnaire and other methods to constructed the Zengpiyan national archaeological site park visitor perception scale.The scale consists of 4 dimensions such as product content,product form,product service and product environment,and 25 secondary-rank indexes such as the "culture authenticity","content of science" and "souvenirs","tour guide service" 2 and.so on.Secondly,this paper designs the perception scale as a questionnaire,collects visitors' perceptual scores on the tourism products of the archaeological site park in Zengpiyan through field and network research,and then uses SPSS19.0 and EXCEL statistical analysis software to analyze the mean value,Variance analysis,and the correlation analysis of various factors.The results showed that the Zengpiyan National Archaeological Park tourism products to tourists perceived overall average is not high,should be improved from the five aspects of brand image,cultural connotation,product form,product service and product environment,At the end of this part,proposed the safeguards recommendations in the process of implementing the new strategy.Finally,a summary was made of the research findings,deficiencies and expectations are also listed.This paper is aimed at making contribution to the deep development of the tourism products of the archaeological sites of the Zengpiyan National Archaeological Sites,and providing reference of value for the development of tourism products in the related sites.