A Study On The Tourism Value Of Ancient Villages Based In The Theory Of Place Attachment

With the rapid development of the mass tourism in our country, people have an overalland profound insight into the tourism. Moreover, there is a shift of tourist demands appearingfrom functional consumption to emotional consumption, from sightseeing tourism toexperience tourism. More importantly, cultural tourism, which depends on its merits includinghigh taste and diversification, caters to tourists’ needs. The ancient village, as a completeregional combination of tour landscape, presents its spatial dimension and culturalconnotation, as well as market potential and study value. In2000, Hong County wasrecognized as a world cultural heritage, which increases its popularity and also prompts a rushof cultural tourism.Tourism value, as effect of tourism activity, has an important role in the study of tourismphenomena and its nature. As the subject of the tourism, tourist is an indispensable part of thetourism study, and his or her psychological cognition exactly corresponds to the culturalnature of tourism. The tourism value can be realized only with the participation of the tourist;therefore, the tourist’s psychological cognition is a key standard for tourist value. In ourcountry, although there are many studies on the ancient village, the fruits of the studies areshort of breadth and depth, which fails to interpret the nature of tourism value scientifically.The author attempts to apply a foreign mature theory to the analysis on the tourism value ofour ancient village from the point of tourism subject.The essence of place attachment is the complex between people and place, whichempirically analyses extend of how the tourist being attached to the tourist destination. Theauthor summarizes factors of tourism value and constructs a model of value by means ofmeasuring relative index and paradigm. Tourism is a kind of progress of subjectification oftourism object, so the author explores the tourism value of the ancient village from thetourist’s psychological cognition, which enriches the relative studies in our country as well ashas some current significance.