Research On The Influence Of Tourists’ Cultural Perception On Tourist Stay Time In Dujiangyan Qingming Water-Releasing Festival

In recent years,with the rise of cultural tourism,festival culture carried by festival activities has been attracting more and more tourists’ attention.However,as one of the important factors that determine the overall impact of tourism on a certain economy,the stay time of tourists tends to be shorter.The research on festival culture and tourists’ stay time is not only conducive to the spread of festival culture,but also can effectively promote the economic development of tourism destination.On the basis of previous research results,this paper first explains the concepts of festival activities,tourists’ stay time,tourists’ perception and cultural perception,divides festival culture into material culture,behavior system culture and spiritual culture according to the cultural hierarchy theory,and expounds survival analysis method,one of the empirical analysis methods,adopted in the research.Secondly,it takes Dujiangyan Qingming Water-Releasing Festival as the research subject to build a cultural perception scale of tourist’ festival activities with ten dimensions including architectural culture,language culture,ideology and etc.This paper also conducts pre-survey and reliability analysis on the scale,and determines the formal scale.Then,based on the common factors extracted from factor analysis of the formal scale,the Cox risk proportion model is established to measure the cultural perception and stay time of the tourists in the Water-Releasing Festival and to conduct an empirical study on the impact of tourists’ festival culture perception on tourists’ stay time.The results show that the cultural perception of Water-Releasing Festival is composed of ten dimensions: architectural culture,etiquette culture,ideology and etc.Tourists have a deeper perception of material culture in the Water-Releasing Festival,followed by behavior system culture.And the weakest perception is spiritual culture.Water culture,food culture,art culture,etiquette culture and ideology are protective factors,which reduce the risk of tourists leaving.The influence of architectural culture,language culture and values on the stay time of tourists is not significant.Water culture,food culture,art culture,etiquette culture and ideology have different effects on the stay time of tourists.Finally,based on the theory of sustainable development,combined with the results of empirical research,this paper puts forward suggestions from five aspects: digging deep into the cultural elements of the Water-Releasing Festival,creating cultural atmosphere of the Water-Releasing Festival,improving tourists’ perception of the culture of the Water-Release Festival,emphasizing cultural marketization and improving the management and service level of tourism destination,and paying attention to the factors that have no significant effects on tourists’ stay time.