Research On The Intergenerational Differences And Marketing Countermeasures Of Tourists' Cultural Perceptions In Historic Districts

Historical district is the cultural carrier of city memory and the important support of city tourism development.The rapid advancement of urbanization has brought great challenges to the cultural protection and inheritance of historic districts and the sustainable development of tourism.It has become an important practical problem and a scientific problem to be further studied to integrate urban memory and inherit historical culture.Tourists,as the main body of the tourism market of historical districts,have objectively different cultural perceptions of historical districts among different generations of tourists.However,tourists' perception and evaluation of the culture of tourist districts will directly affect the healthy and sustainable development of tourist districts in historical districts,as well as their sense of identity and revisiting rate.Based on Nanjing Confucius temple beside the qinhuai sight as an example,this paper introduced the intergenerational difference theory,build the tourist destination cultural awareness of a historic district factor index system,using online and offline combination of sample survey of the historical block of tourists in Nanjing,the integrated use of frequency statistics of sample data,the mean,variance analysis,exploratory factor analysis and confirmatory factor analysis and other research methods,explores the different generations of tourist cultural awareness of a historic district difference,dig deeper into the psychological characteristics of each generation of tourists and tourist demands,Based on this,this paper puts forward countermeasures and Suggestions for the tourism marketing of historical blocks from the perspectives of the tourist market segmentation of historical blocks,the government and relevant departments,enterprises and operators.The research results show that:(1)after exploratory factor analysis,the evaluation system of tourists' cultural perception of historical blocks can be divided into six dimensions: historical building landscape,legacy residence,traditional cuisine,folk activities and traditional skills,historical and cultural atmosphere,and street life atmosphere by adopting the standard of feature value greater than 1.(2)the cultural perception system of historical blocks contains different dimensions for tourists of different generations,and the intergenerational cultural characteristics have a significant impact on the three dimensions of "traditional cuisine","folk activities and traditional skills" and "historical and cultural atmosphere" in historical blocks.(3)should be strengthen the historical block,on the basis of dynamic protection,strengthen the cultural protection and tourist development,historical block tourist destination,the government and relevant departments,enterprises and the operator should according to the need of different generations of tourist groups,moderate precision for tourism development and tourism marketing,promoting cultural the historical block protection and tourism development benign interaction.The research results reveal the intergenerational differences in the cultural perception of tourists in the tourist destinations of historical blocks,which can provide reference for the cultural protection and utilization,tourism marketing promotion and sustainable development of the tourist destinations of historical blocks.