Perceived Cultural Distance Adjustment In Tourism Product Developmen

Under the background of the integrated development of culture and tourism,tourism activities undertake the important task of meeting people’s cultural demands.Because of its "different" nature,tourism activities led to the formation of "cultural distance" between host and tourist.For tourists,"sense of distance" is not only the attraction of interest and motivation,but also the resistance of interpretation and integration.In the important position of cultural tourism integration,the museum needs to give full play to its cultural landscape function.With the development of science and technology,the museum should also be driven by technology to adjust the content and mode of cultural display.Therefore,through the observation of the phenomenon and influence results of perceived cultural distance in the real tourism situation,combined with the academic research ideas and achievements,this paper puts forward a new topic of the adjustment of perceived cultural distance in the development of tourism products from the perspective of tourism products and the basis of tourists’ needs and experience perception.Focusing on the interpretation and analysis of perceived cultural distance in tourism product development,in theory,it mainly studies two aspects: first,it establishes a triple isomorphic model under the influence of perceived cultural distance in tourism activities,and explains the emergence and influence of perceived cultural distance from the perspective of social constructivism.Through the theory of cultural representation and representation and the theory of symbolic interaction,this paper constructs the isomorphic process between the host and guest of tourism and the cultural landscape,adds the factors of tourists’ leisure restrictions and tourism product interpretation system,discusses the formation mechanism of perceived cultural distance,and expounds that the perceived cultural distance further affects the formation of the triple isomorphic relationship between the host and tourist,so as to affect the effect of tourism experience.The second is to establish the adjustment model of perceived cultural distance based on flow experience theory,and explore the impact of different cultural knowledge and skill levels of tourists on tourism experience when facing different perceived cultural distance.It is analyzed that when the tourists’ knowledge and skills and the challenges of perceived cultural distance reach a balance,it is the condition for approaching the flow experience.Among them,scientific and technological display means play an "elastic" regulatory role in the classification of crowd skills and the control of challenge difficulty,so as to assist in the improvement of experience effect.Based on the theoretical analysis and model establishment,this paper selects the cultural representative Qingzhou Museum as the empirical case.Based on the impact model between tourists’ knowledge and skills,perceived cultural distance,science and technology display and tourism experience established under the theory of flow experience theory,this paper designes relevant questionnaires for empirical test.The study found that the higher the level of knowledge and skills of tourists,the smaller the perceived cultural distance,the better the effect of tourism experience.Among them,the perceived cultural distance can be used as the intermediary variable of the impact of tourists’ knowledge and skills on tourism experience,and the means of scientific and technological display can be used as the adjustment variable between the two,so as to optimize the tourism experience by reducing the knowledge threshold and improving the depth and breadth of tourism experience.Through the analysis of the adjustment mechanism and influence effect of perceived cultural distance on the tourism demand side,this paper explores the direction of tourism product development and design on the supply side from the perspective of practice,and puts forward some suggestions and countermeasures on how to give full play to the auxiliary role of scientific and technological exhibition in Qingzhou Museum for reference: first,improve the accessibility of information and promote the legible of cultural relics;second,create an immersive environment to promote multi-sensory experience;third,expand the breadth with technology and carry out relevance extension display;fourth,increase depth with technology to present a panoramic and accurate display;fifth,improve the utilization display and create interactive experience;Sixth,improve the operability of scientific and technological display means.