Villagers Ancient Village Cultural Awareness And Tourism Promotion Sp Study

Ancient villages are an important part of historical and cultural heritage in China. While ancient villages tourism becomes a highly attractive project of the rural tourism projects. Such topics as what impact the tourism exploitation will bring to the development and promotion of the culture of the ancient villages and how to improve the visibility of the ancient villages turn to be the important research topics of the ancient villages tourism.And the villagers are the protectors and inheritors of the ancient village culture and heritage. Meanwhile, they also the salespersons of the ancient village tourism. This paper will start from the villagers' cognition degree towards the ancient village culture as entry points to research the choice of Sp strategy of ancient village tourism promotion.There are four parts in this paper. In the first part, the author mainly introduces the research background, the ideas and the methods. In the second part, the author mainly introduces the main theoretical foundation, then analyzes and defines some basic concepts, such as cultural cognition of ancient village tourism promotion and SP strategy.The third and the fourth part are the key parts to the whole paper. In the third part, on the basis of field visits, the author will firstly apply the experts' advice of determination of the variable to the research, then use the method of combining random samples with subjective samples to sample, and make a case study on the villagers of four ancient villges in Yongzhou City, and then adopt such methods as investigate the record, and survey to collect the data.and finally use SPSS softwarec to analyze these data.In the fourth part, the survey results show that the villagers' cultural cognition of the ancient villages is generally low, and there is significant difference lying in the cognition of the ancient village culture among different villagers of different population attributes (gender, age, highest level of education, monthly income). It also shows that tourism development can enhance the villagers' cognition of the culture of ancient village, and it is conducive to the protection of ancient villages. According to all these survey results, and on the basis of analyzing the main problems which the SP choice of ancient villages tourism promotion is facing and the applicability of SP in the ancient villages tourism, the author adopts the learning theory and the demand level theory to probe the right choice of the ancient village tourism promotion strategy.