Evaluation And Optimization Of Rural Cultural Landscape Attraction Of Famous Ancient Towns In Southern Shaanxi Province

In china’s long history,people always revel in countryside.The countryside is compared to "frozen history".Whether these histories can be presented to tourists with cultural,ecological and economic benefits depends on whether they have enough attractions.Now,the protection and development of cultural elements such as traditional architecture and performing arts in ancient towns not only has value for the quality of rural landscape,but also for guide the production and development of modern society.Although people’s spirits changes,many rural cultural towns are established.Because of plagiarism and roughness,it’s urgent to improve the rural landscape attraction.Therefore,it’s a valuable study.This study is based on the comprehensive analysis of the attraction theory of rural tourism.Firstly,we redefines the concept of rural cultural landscape,composite the concept of tourism attraction,stimulus-response theory and structural equation model,after then we selected five typical ancient towns in southern Shaanxi.Secondly,landscape elements are extracted through literature review,network data analysis and questionnaire collections,etc.These elements are constructed into the conceptual model and research hypothesis for the attractiveness evaluation of rural cultural landscape.The model includes four dimensions:landscape beauty,locality,environmental friendliness and accessibility.It includes 17 items,such as uniqueness,richness,original appearance retention,ecological friendliness,external accessibility,etc.Then,collecting tourist data and government documents,we build the model with SPSS and AMOS software.Using reliability analysis,validity analysis,factor analysis and confirmatory analysis to verify the model,the conclusions are as follows:(1)The selection of the four dimensions and 17 factors is scientific,and the weight order is accessibility > geography > environment friendliness > scenic beauty.(2)The model reached the goodness of fit,and beauty,geography,environmental friendliness and accessibility have a positive impact on the research objects.(3)In the dimensions of beauty,geography,environmental friendliness and accessibility,,uniqueness,the depth of cultural interpretation,service quality and external accessibility is the most important.(4)Six suggestions are put forward: reducing the obstacles to destinations,planning and designing the whole layout of ancient towns,colorful activities with enrich forms,strengthen normalization supervision and management,innovating forms of cultural protections.