Study On Traditional Village Tourist Experience Based On Cultural Heritage Conservation

From 2012 to 2016,3305 traditional villages in China were included in the conservation range,but with the rapid development of industrialization and urbanization,the decline and the disappearance of traditional villages are intensifying.At present,many traditional villages choose to develop tourism in order to achieve their economic,social and cultural development.However,actually,they encounter a two-way dilemma between cultural heritage conservation and tourism development.By means of literature research,questionnaire survey and interview study,this paper takes the residents and tourists of three traditional villages in Langde Miao Village,Zhaoxing Dong Village and Jiyi Village as the research objects,summarizes the cultural heritage conservation and tourism development of traditional villages,and puts forward the strategy of promoting tourist experience based on the conservation of cultural heritage.The research content is divided into four parts.The first part combs the traditional village cultural heritage conservation and tourism development process,sums up problems therein,and interprets the relationship between the two.The second part explores the classification and content of the residents’ perception of cultural heritage conservation in traditional villages,and the relationship between cultural heritage conservation and residents’ satisfaction and behavior intention.The third part summarizes the factors of tourist experience in traditional village,studies the relationship between the factors and tourist satisfaction and tourist behavior intention,and analyzes the relationship between the conservation effect and the tourist experience.The fourth part further discusses the suggestion of strengthening the conservation of cultural heritage and the strategy of promoting tourist experience.The main conclusions are as follows:1)Residents’ perception of cultural heritage conservation in traditional villages mainly concludes conservation measures,conservation effect,conservation attitude and the degree of participation of residents.2)Different survey villages have very significant effects on the conservation measures and the degree of participation of residents;Different gender and the nature of the residents only have very significant effects on conserveive measures;Different career and education level only have very significant effects on the conservation attitude of residents.3)The use of cultural heritage conservation data can effectively predict residents’ satisfaction and behavior intention in traditional villages.There is a very significant positive correlation between residents’ satisfaction and behavior intention.4)Tourist experience in traditional villages mainly concludes tourism service,tourism products and tourism environment.5)Different survey villages have very significant effects on tourism products and tourism service;Different tourist-generating regions and annual family income have very significant effects on tourism products;Different education level has a very significant effect on tourism services.6)The use of tourist experience data can effectively predict tourist satisfaction and positive behavior intention,but can not predict the negative behavior intention.There is a significant negative correlation between tourist satisfaction and negative behavior intention,but positive correlation between tourist satisfaction and positive behavior intention.7)The better conservation effect traditional villages have,the better experience tourists have.8)The research puts forward the suggestion to strengthen the conservation of cultural heritage in the method of the work of laws,regulations and policies,the establishment of reasonable management system and the share of benefits.9)The research puts forward the strategy of promoting tourist experience in the method of optimizing tourism environment,tourism products and tourism service.10)The research puts forward the suggestion to strengthen tourism marketing in the method of price and product strategy,ecological management of tourists,enrichment of promotion channel and reinforcement of integrated marketing between traditional villages.