| With the leisure economy continuous developing and the tourism industryexpanded,all kinds of tourism scenic area number is linear increase. At the sametime,along with the progress of the society and people’s life rich,tourists travel to anew requirements,the traditional make a sightseeing tour and sightseeing type tourismmodel is no longer attract a lot of visitors.The improvement of tourists’ educationlevel makes it on the tourism which are strong cultural thirst for knowledge,eager torich cultural connotations,in order to improve their own culture when visiting. Moreand more tourists realize the cultural perception,also unceasingly consciousness to thelack of cultural cognition of the world cultural heritage tourism is empty,boring,andlifeless.Tourism interpretation has positive influence in the tourist experience,touristsatisfaction,tourist loyalty,the author thinks it will influence to visitors.This studybased on the study of tourist perception,selecting one of the influence factors that thevarious interpretation way,and the cultural aspects of perception, in order to verify theformer on the latter’s influence.This study summarizes heritage tourism,tourism interpretation etc on the presentresearch,expounds the world cultural heritage,tourism interpretation,culturalperception and other related concepts,do instructions to support the theory,and doreviewed to the research in field. In this study the world cultural heritage is as theresearch scope,the west lake culture landscape as a case study,through thequestionnaire survey to understand the culture situation perception of eachinterpretation method and scenic area.With the factor analysis cluster seven factors.Through correlation analysis,regression analysis all kinds of interpretation methodand the influence of the cultural perception. Using IPA analysis to explain importantdegree and degree of actual performance comparison,to carry on the analysis,foundthe problem,and puts forward the related countermeasure from the macroscopic onseven kind of interpretation way.The results showed that,in the seven kind of commentary factor only in guideinterpretation, companion interpretation, publishion interpretation and scene exerciseinterpretation influence to cultural perception,and it is positive influence,the rest are no significant influence.And visitors demographic characteristics and tourists visitcharacteristics also only age,education,occupation,visited the west lake culturelandscape times this four of tourism interpretation to visitors a cultural perceptioneffect,the rest several influence is not significant.IPA analysis results show thatinterpretation brand interpretation fall into quadrant one,on-site interpretation serviceactivities and exhibition interpretation service in quadrant two,publicationscommentary and video data interpretation distribution in the third quadrant,guideinterpretation is located in x axis left,explain the interpretation methods have certainpromotion space.The author puts forward some countermeasures through the aboveanalysis,in order to achieve the dissemination of west lake culture landscape,improvetourist cultural perception.Visitors to the west lake culture landscape evaluation is higher,survey of morethan300people only individual number said he will not come to also won’t introducerelatives and friends to visit the west lake culture landscape. At the same time mostvisitors think that hang zhou west lake cultural landscape connotation is veryimportant,is to attract tourists visiting one of the important reasons,but is generallybelieved that cannot fully understand the west lake culture landscape cultureconnotation,can’t attractions the containing cultural representation into their ownculture.Scenic tourists influence and tourism scenic area optimization interpretationsystem research showed that interpretation way is one of the tourists’ perception of theinfluence factors,there are some relationship between.This study selected thebreakthrough point,and put the cultural perception tourists as the dependent variablewith communication related theory.The study has a certain degree of innovation intourism perception and tourism interpretation,also make a contribution to the worldcultural heritage tourism scenic area culture perception. At the same time,this studyalso exist some deficiencies,remains to be further optimized. |
