Tourists' Perception Of Tourism Commercialization Of Taiping Street In Changsha And Its Impact On Satisfaction

As a carrier of urban culture and a unique spatial symbol of a city,the historical and cultural block has become a hot spot of urban tourism development due to its unique value of material and intangible cultural heritage.Tourism commercial development of historical and cultural blocks has brought optimistic economic and social benefits,but also brought some negative effects.How to coordinate the relationship between protection and development is the key to the sustainable development of historical and cultural blocks.This paper takes the historical and cultural block of taiping street in changsha as the research case.On the basis of collecting historical data,collecting store data and issuing questionnaires,this paper studies the impact of quantitative and qualitative analysis methods on the perception of tourists of taiping street tourism commercialization and their satisfaction,according to the research,the following conclusions are reached:(1)Taiping street tourism business types are divided into six categories,twenty-four small categories.From the perspective of the spatial layout of commercial formats,taiping main street is dominated by catering and tourism shopping,jinxian street is dominated by catering,fujia lane is dominated by commercial life and catering industry,majia lane has the highest proportion of catering,and xipailou has the highest proportion of commercial life.Food and beverage is the most widely distributed,and relatively concentrated in the intersection of taiping street and each street,the number of accommodation,leisure and entertainment shops is small,scattered in each street,tourism shopping category is mainly distributed in taiping main street and relatively concentrated;The combination of business forms of jinxian street,fujia lane and majia lane is more reasonable,and the homogenization of business forms is less.The combination of tourism business forms of taiping main street and xipailou street is less reasonable in general,and the homogenization of business forms is more serious.(2)the analysis results of tourists' perception of the tourism commercialization of taiping street show that there are a large number of tourists who hold negative comments on the current tourism business environment and health,crowded degree and noisy degree in taiping street.The majority of visitors had a positive and general attitude towards the commercial services,features and facilities of tai ping street and the degree of commercialization.The perception result of the layout of taiping streettourism business is that the general evaluation is the most,and most tourists hold a neutral attitude;The number of tourists with distinctive cultural characteristics and general attitude towards the impact of taiping street commercialization on history and culture was the largest.On the whole,tourists' perception of taiping street commercialization is more positive than negative,and their overall attitude is more positive.(3)Correlation analysis was conducted on 11 business perception factors and tourist satisfaction,and the results showed that overall satisfaction was significantly positively correlated with all business perception factors at the level of 0.01.Through factor analysis,three common perception factors are obtained,which are respectively named as business environment factor,business characteristic factor and business culture factor.According to the regression analysis,the three public factors are positively correlated with the overall satisfaction degree of taiping street tourism,among which the commercial characteristic factor contributes the most to the overall satisfaction degree,followed by the commercial culture factor and the commercial environment factor.(4)Through to the taiping street commercial awareness and business format,tourist satisfaction analysis,found the taiping street historical and cultural blocks are poor perception of tourism business environment,business format imbalance,serious homogeneity and commercial forms and historical and cultural block does not fit,the problem of tourists on the tourism business satisfaction is not high,and put forward to improve the business environment block,reasonable planning business format,the revitalization of the“old''traditional forms,business development countermeasures of improving the quality of tourists.