A Research On Perceived Value Of Tourism Performing Arts Product Based On Web Text Analysis

In March 2018,the former Ministry of Culture and the National Tourism Administration were merged into the Ministry of Culture and Tourism,making the integration of culture and tourism even closer.Tourism performing arts,as a typical form of the integrated development of culture and tourism,has also attracted extensive attention,become a hot topic inside and outside the industry.With the introduction of a series of documents on tourism performing arts,the tourism performing arts can develop rapidly and also point out the direction for the future development of tourism performing arts.In recent years,with the improvement of people’s living standards,tourism has already become a way of expanding people’s life.It gradually bid farewell to the "seeing the mountains,water and scenery" tourism and pays more attention to the depth of tourism experience.As a combination of local characteristic culture and tourism resources,tourism performance has been supported by many policies.Tourism performing arts integrate many factors such as market,art,science and technology,creativity,etc.,and become a highly expressive tourist attraction,which is favored by more and more tourists.At the same time of the rapid development of tourism and performing arts,it also shows many problems.For example,first,the tourism performing arts market is uneven.Some performing arts products focus on form rather than content,so it is difficult to leave a deep experience for tourists.Second,the homogenization of tourism and performing arts is more prominent;Third,tourism and performing arts projects are in fierce competition,with profits of less than 10% and most of them in the loss state.This paper selects the live-action drama of Princess Wencheng in Lhasa,Tibet as the research object.From the perspective of tourists’ perceived value,using the tourists’ comments on the website of Mafengwo and Ctrip as data.Octopus collector was used to crawling up comments,ROST CM 6 software was used to process the data,and content analysis method was used to conduct three-level coding for the data,and 25 initial categories,6 main categories and 4 core categories were obtained.Constructing the tourist perceived value model of the live-action drama Princess Wencheng.Based on the model,four dimensions of tourist perceived value of tourism performing arts are obtained,which are aesthetic perceived value dimension,service perceived value dimension,culture perceived value dimension and function perceived value dimension.In order to ensure the objectivity and accuracy of the research,Then,a semi-structured interview was conducted on 12 audiences who had watched the live-action drama Princess Wencheng with the interview method to verify the saturation of the above research.Through the study of the live-action drama "Princess Wencheng",this paper draws the following conclusions:(1)Service perceived value is the foundation of tourism performing arts;(2)Functional perceived value is the support of tourism performing arts;(3)Aesthetic perceived value is the soul of tourism performance arts;(4)Cultural perceived value is the core of tourism performing arts.Based on the four dimensions of tourist perceived value,the following suggestions are put forward for tourism performance arts companies:(1)Strengthen the effect of interpretation and enhance the aesthetic value of tourism performing arts;(2)To meet the needs of tourists and improve the tourism performing arts group services;(3)excavate the cultural connotation and fully display the multicultural value;(4)Expand product levels and extend service function value chain;(5)Focus on brand marketing and carry out online and offline three-dimensional communication.