| With the acceleration of modernization,the contradiction between heritage protection and development becomes sharp and becomes the focus of scientific research.The imbalance between heritage protection and tourism development is caused by the imbalance of sovereignty participation in heritage protection and management,the unclear cognition of the responsibility of heritage protection,the weak civic awareness of tourists,the lack of basic respect for nature and history,and the weak cognitive awareness of the value of heritage protection.Second,heritage tourism planning and development in a variety of natural heritage protection area construction of tourist facilities for operational use,accelerate the development of tourism,natural heritage scenic area facilities of urbanization,artificialization,commercial phenomenon is serious,and damage to natural heritage landscape and value produced a series of problems such as frequent,lead to a break between heritage protection and development.The reason lies in the inadequate recognition of the value and protection significance of world heritage.Administrators and tourism developers regard heritage resources as important tourism resources and pay little attention to heritage protection and heritage value publicity and education.However,tourists regard heritage sites as advanced sightseeing destinations and do not understand the value and significance of heritage protection and lack of awareness of heritage protection.Therefore,how to coordinate the contradictory relationship between heritage protection and tourism development and promote the mutual benefit of heritage protection and tourism development has become a theoretical research topic of important practical significance.This paper takes Wulingyuan World Natural Heritage Site,the first World Natural Heritage Site in China,as a case study to study and evaluate the effect of heritage education on its heritage display system.Heritage education through the analysis of tourists perception factors of building heritage education effects factor structure relation model,analysis the tourists heritage education perception of internal influence mechanism between each influence factor,proposed in view of the tourist’s heritage education awareness promotion strategy,to improve the effect of tourists heritage value perception,stimulate the tourists heritage protection consciousness and behavior,It is of great significance to better protect and promote the sustainable development of world heritage tourism.This paper introduces the theory of place sense and tourism expectation into the evaluation of perceived effects of heritage education.Taking tourists as the starting point and Taking Wulingyuan World Natural Heritage Site as an example,the structural equation model is constructed to measure perceived effects of heritage value education by combining tourists’ expectation of tourism,sense of place and perceived heritage value.Through the analysis of the ways of tourists’ perception of heritage value in Wulingyuan Heritage site,the author qualitatively analyzes the elements of tourists’ perception of heritage value and its influencing ways and approaches.The structural relationship model of tourists’ sense of place--tourism expectation--heritage education perception effect was constructed and used to quantify the influencing factors of tourists’ perception of heritage value,and to analyze the effects of tourists’ sense of place,tourism expectation,heritage display system and tourism experience on tourists’ perception of heritage value.Finally,it analyzes the difference of perception effect of heritage value education of tourists with different social background characteristics.Through the combination of qualitative and quantitative research methods such as literature research,model construction,questionnaire survey,and statistical analysis,the study proposes an evaluation index system for the heritage education effect of tourists in world natural heritage sites,and measures and evaluates the tourism education effect of the Wulingyuan World Natural Heritage Site Heritage Display System;constructs a structural equation model for the perception structure of the heritage display system for tourist heritage education,and verifies the inter-factor impact mechanism that affects the perception of tourist heritage education The effect of heritage education of tourists collected by samples was clustered and the differences in heritage education perception of tourists from different social backgrounds were compared and analyzed,and a strategy for improving the perception of heritage education of tourists in Wulingyuan World Heritage Site was proposed according to the research conclusions.The study analyzed the following conclusions:（1）Influencing factors and influencing relationships of tourists’ heritage education effect: Heritage display system（1.075）,sense of place（0.228）,tourism expectation（-0.451）,and tourism experience（0.167）all have a significant impact on the effect of heritage education.Among them,heritage display system has a significant positive impact on heritage education;sense of place and tourism experience have a significant positive impact on heritage education;tourism expectations have a significant negative impact on heritage education;in addition,the study found that tourism expectations There is no influence on tourism experience;tourism experience has a more significant impact on tourism expectations than sense of place and heritage display,and thus has a more significant impact on heritage education.（2）Research on the sample of tourists of clustering analysis,the effect of heritage education have significant differences in three types of heritage tourist groups,through comparative analysis of three heritage education effect difference between clustering,tourists will study sample heritage education is divided into three groups: perception value type heritage tourists,value cognition value heritage tourists,focus on tourists.The comparison of perceived effects of heritage education among these three types of tourists is as follows: heritage tourists with value identity >heritage tourists with value cognition > heritage tourists with value concern.（3）There are significant differences in tourists’ perception of heritage education among different genders,ages,educational backgrounds and professions.Male tourists’ perception of heritage education is weaker than that of female tourists.The group with higher perception level of heritage education is mainly 25-35 years old tourists.Tourists who perceive the effect of heritage education better have higher education level.The difference of occupational group distribution of perception of heritage education is manifested in the higher perception level of staff and students in public institutions.（4）For Wulingyuan,the following strategies are proposed to enhance the perception of tourism education: innovate tourism products to enhance the level of tourists’ perception and recognition of heritage value;establish an access mechanism for heritage tour guides to optimize the perception and experience channels of tourists’ heritage value;enhance the interpretation and display of the historical,cultural and scientific research value of heritage sites;update the display signs of heritage sites and optimize the content of heritage interpretation. |
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