A Study Of The Cultural Connotation Expression Of Anyang YinXu Based On Tourists’ Perception

The fundamental purpose of cultural heritage protection and tourist is the inheritance of its value and cultural connotation, and the appreciation of cultural heritage is one of the social rights owned by public. As a famous World Cultural Heritage and national archaeological site park, Anyang Yinxu has the important historical responsibility of open display and transmission its cultural connotation. At present, Yinxu national 5A-class tourist scenic spot has been completed, and it has obtained certain result in cultural tourism business. But the effect of its cultural connotation expression has to be tested by tourists’ perception.The concept of the expression of cultural connotation, tourists’ perception had been defined first of all. Then the basic research model is put forward based on the deep understanding of the status quo of domestic and foreign tourist perception theory and Yinxu site tourism. The research model is that the tourists’ perception of cultural connotation is mainly affected by the individual subjective property, site demonstration and explanation, the management and construction of scenic spot. In addition, tourists’perception, tourist satisfaction and loyalty is positively correlated. Based on the research model, the author put forward the research question and hypothesis, and then designed a formal questionnaire on the basis of interviews and pre-survey. The questionnaires were used to measure the degree of tourists’ perception and the influencing factors of Yinxu cultural connotation expression.Through the data statistics, empirical analysis and hypothesis testing, the author pointed out the main problems of Yinxu site cultural expression at each stage. Finally, the author put forward the principles and promotion countermeasures of Yinxu site cultural connotation expression. Only by following the principle of integrity and systematization, authenticity and experiential, technological and era, diversity and humanization, and improving in attracting potential tourists, optimizing the display and interpretation system, enriching experience tourism products, promoting the management and service level, we can enhance the expressing effect of Yinxu site at every stage of the precondition, foundation, deepening and supporting system all-dimensionally.