| Ancient villages are "living state" carrier of Chinese traditional culture, and an important part of historical and cultural heritage in China. As a kind of tourism resources that has the history and cultural atmosphere, ancient villages tourism have become one of highly attractive projects of the rural tourism. A series of problems are important research subjects of ancient villages tourism, such as how to improve the visibility of the ancient village, the impact of tourism development on the culture of ancient villages, how to reconcile the contradiction between development and protection of the ancient village in tourism, etc. As an important part of the ancient village, the villagers are the most vivid embodiment of the ancient village culture. Meanwhile, they also the salesman of the ancient village culture. The villagers are the main force of the ancient village culture preservation and heritage.This paper will start from the villagers’ cognition degree towards the culture of ancient villages as an entry point to take Shaoxing ancient villages for example, to analyzes the villagers’ cognition degree by statistical analysis, to establish the cultural cognition system of ancient villages and to research the marketing strategy of ancient village tourism to improve the villagers’ cognition degree towards the culture of ancient villages.There are four parts in this paper. In the first part, the author mainly introduces the research background and the significance, the ideas and the methods. In the second part, the author mainly introduces the main theoretical foundation.The third and the fourth part are the key parts to the whole paper. In the third part, on the basis of field research, the author will firstly use of experts opinion to determine the research variables, and make a case study on the villagers of four ancient villages in Shaoxing, then adopt such methods as questionnaire survey, conversation and Q&A to collect the relevant data and information, and then use SPSS software to analyze these data, and finally establish the cultural cognitive system of ancient villages. The research results show that the villagers’ cognition degree towards the cultural of ancient villages is generally low, and there is significant difference lying in the cognition of the ancient village culture among the villagers of different personal attributes (gender, age, level of education, monthly income). It also shows that tourism development is conducive to the cognition of the villagers and the protection of the ancient village cultural and so on. Meanwhile, the author will make a corresponding analysis and explanation.In the fourth part, according to all those research results from the third part, and on the basis of analyzing the main problems and tasks which the ancient village tourism marketing need to face to, the author adopts the learning theory, the demand level theory and marketing theory to discuss that how to take the external or internal marketing strategy to these two groups of tourists and experts or to the villagers, and then explain these strategies will improve the villagers’ cognition degree towards the cultural of ancient villages directly or indirectly, and it form a good situation that is the national marketing.thereby. Thereby, the ancient village culture will be protected and inherited well. |
