A Study On The Display Of Ancient Town Culture Based On Tourists' Perception

Nowadays,the tourism industry is developing at a high speed.One of the reasons is that people's living standards are constantly improving.After satisfying the material life,they pursue the richness of spiritual life.At the same time,due to the increasing pressure of modern people living in the city,the ancient towns and ancient villages that away from the noisy tourist destinations of the city are becoming more and more popular.In addition,as people's education level continues to improve,they are increasingly pursuing their cultural connotations in tourism,so it is very important to study the cultural display of tourism destinations.For an ancient town,one of the important symbols that distinguishes it from other ancient towns is its unique culture.Huanglongxi Ancient Town,a small town not far from Chengdu,is one of the famous ancient towns in Sichuan.It contains rich cultural resources.By excavating and displaying the cultural connotation of its resources,it not only increases the attraction of tourists,but also protects the ancient town.Therefore,based on this,Huanglongxi ancient town should focus on its cultural display in order to realize the sustainable development of its tourism.This study is mainly based on the case study of Huanglongxi Ancient Town.The questionnaire survey method is used to obtain the raw data about the visitors' perception of various cultural displays.At the same time,the structural equation model is used to test it with AMOS software.The cultural display of the ancient town is being studied.Firstly,through the reading and summarization of relevant literatures on cultural display,visitor perception and ancient town tourism at home and abroad,the concepts of tourism culture,ancient town culture and cultural display are defined;Secondly,it analyzes the relationship between cultural perception value,tourist satisfaction and loyalty.Through the research on relevant cultural display and satisfaction model,the paper proposes the structural equation model and proposes thehypothesis.AMOS software validates its hypothesis,and then derives the relationship between Huanglongxi ancient town history and culture display,dragon culture display,farming culture display and leisure business culture display and cultural perception value,visitor satisfaction and visitor loyalty.The problems existing in the cultural exhibition of the ancient town of Huanglongxi put forward corresponding optimization and solutions.