| There is one carrier in every ethnic culture foundation and the inheriting of certain spirit civilization, which is Historic Site Museums. Historic Site Museums is one specialized museum that established on ancient culture site and it functions as the exploration, protection, researching and exhibiting site. It plays the role of witnessing history and inheriting ethnic cultures, to establish a Historic Site Museum is to protect the real and completeness of certain ruins as much as possible, to inherit certain period of history.In recent years, more and more Historic Site Museums have been established as remarked tourism programs, due to its appealing resources for tourists. Till now, Historic Site Museums has been categorized as the most tourists-appealing one in the museum industry. At the same time, these hastily established museums have caused some problems, such as low satisfactory rate of tourists, bad reputation and promotion, and low rate of revisiting, these are caused by highly demanded professional knowledge, the static feature of exhibiting items, and the poor infrastructures. Therefore, it is always a highly arguing issue that how to enliven Historic Site Museums, to attract more tourists and achieve its sustainable development.The reception value is the evaluation of tourists sites based on the perspective of tourists. Only if tourists, the subject of evaluation, think the museum is valuable means the museum is truly valuable, on contrary, any museum without any market is simply an establishment. Thus, this paper introduced the reception value theory into the value system of Historic Site Museums, established the new dimension of perception value, discussed the feedback of tourists on different dimensions, as well as introduced the variable-intergeneration, analyzed the differences of tourists of different generations, explored the mutual interest among them, therefore provided some suggestions for how to attract tourists of different generations. There are differences between categorizing tourists by generations and ages. Age dimension is simply based on the differences of tourists’physical ages, while intergeneration one is based on the growing era and experiences of different tourists. The definition of intergeneration is not based on certain group of same aged people, but based on their mutual social characterists, in other words, the thing that defines one generation is not their time, but their experience. This, the basic theoretical hypothesis of intergeneration is:People born in the same era have experienced the same social, political, historical and economic environment, therefore they will share the similar ideas and behaviors. Based upon related intergeneration theories and the actual requirements of this research, the author divides the tourists of Historic Site Museums as following:1950s,1960s,1970s,1980s and1990s..The research objective of this paper include:1) provide the theoretical analysis and summary of customer perception value system, introduce the application of CPVS and examples of typical perception value quantity diagrams, and establish the dimensions of CPVS and define the detailed indexes of each dimension, based on current research and features of Historic Site Museuns.2) after the research, exam whether the established Qufu Confucius Museum CPVS are reasonable and analysis the current condition of each dimension and index.3) Sort related CPVS and introduces the common generation categorizing methods from home and abroad, and combine the real research to set up appropriate generation categorizing standards for this paper.4) use intergeneration as the variable and compare the different perception value of Qufu Confucius Museum in heritage museum tourists, in order to identify the similarities and difference among different generations, as well as the mutual interests of different tourists groups, and eventually propose the suggestions for the hominization and differentiation management of Qufu Confucius Museum and even the whole industry.The research significance of this paper are:combine the perception value theory and Historic Site Museums tourists; choose Qufu Confucius Museum as the case site, exam the perception value dimensions of Historic Site Museums, compare the perception values of different tourists and identify similarities and differences, therefore achieve better market exploration, product designing and management for tourists of different generations; the conclusion of this paper will provide significant meanings for the protection and inhering of ethnic culture, the development of the municipality and the sustainable development of Historic Site Museums.The research of this paper includes the following five parts. The first part is introduction, includes the research background, objective, method, content and pros and cons. The second part is the literature review, includes the sorting and summary of Historic Site Museums, generations and tourists perception value. The research objective of second part is to identify the features of Historic Site Museums, the dimensions of tourists’perception value dimensions and the generation categorizing standards of this research. The third part is research and design, includes the introduction of current case study and the steps of previous index setting up, therefore the setting up the perception dimension graphs fox this research, the first research of designed graphs, and based on its result, revise the previous questionnaire and form the final one, to collect the statistics. The fourth part is empirical analysis, starts with the descriptive analysis of tourists’basic information and perception value detailed indexes, followed by the factor analysis, to examine the rationality of the value dimensions and combine different ones again. The fifth part is conclusion and suggestions. This part mainly includes the summary of this research’s main findings and conclusions, the reasonable suggestions for the concrete research subject, the limits of this research and the outlook of future research.This research will be implemented by the analytical methods of the combination of theory and empirical, the combination of qualitative and quantities, the main methods include literature research, deep interview, questionnaire and mathematical statistics analysis.After the analysis, the main conclusion of this paper include:1) perception value of Historic Site Museums tourists are composed by resource value, price value, service value, emotion value culture and education value and infrastructure value.2) the proper order of these six dimensions’importance are, culture and education value, infrastructure value price value, service value, resource value and emotion value.3) for tourists of different generations, there are vast difference on culture and education value, infrastructure value price value, service value and emotion value, while there is no significant difference on service value. And among comparing results of groups that have showed significant difference:on culture value perception front, there are significant differences between tourists of1950s,1960s,1970s and of1980s,1990s; on infrastructure value perception front, there are significant differences between tourists of1950s and of1970s and1980s,1990s; and significant differences between tourists of1960s and of1970s and1980s,1990s; on price value perception front, there are significant differences between tourists of1950s and of1960s,1970s and1980s,1990s; on resource value perception front, there are significant difference between tourists of1950s,1960s and of1970s,1980s,1990s; on emotion value perception front, there are significant difference between tourists of1990s and1950s,1960s,1970s.There are three original ideas of this paper:1) based on previous research, set up and examine the complete perception value dimensions of Historic Site Museums.2) introduced intergeneration theory into this research and analyzed the differences of perception of tourists born in different period, which is a new angle of Historic Site Museums research.3) analyzed the causes of differences among those dimensions, and proposed the suggestions of Historic Site Museums’ management and product exploration based upon previously mentioned differences. These are the original parts of this paper. |
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