Study On The Development Evaluation And Model Of Yichun Zen Culture Tourism-from The Perception Of Visitors

Nowadays,religious culture tourism is an integral part of tourism industry,and Zen culture tourism—a curiosity among religious tourism—is hugely popular among tourists.The scientific and reasonable development model of religious tourism,which can promote social economy and enhance culture soft power,has great significance both in theory and practice.Based on the theory and practice research on cultural tourism development,combined with sustainable tourism theory,Maslow's hierarchy of needs theory,brand management theory,experience economy theory,under the background of universal leisure era,the thesis focuses on the development evaluation and model innovation of Yichun Zen culture tourism.Using Delphi method and content analysis,the thesis makes up the visitor perception model and evaluation system of Zen culture tourism.After that,the thesis does empirical analysis of questionnaire survey,and finally sets up a development model of Yichun Zen culture tourism.The study finds that Yichun Zen culture tourism resources are renowned for widely distribution,high quality and well tourism structure.But,on the other hand,the tourist attractions have 6 key flaws,including insufficient Zen culture protection,low popularity of Zen culture brand,inadequate culture diffusion,low-grade products,poor tourism explication system and lack of tourist participation.Then,the thesis puts forward 6 improvement measures:(1)Build the protection mechanism of Zen Culture;(2)Take brand presentation of “Yichun Zen Culture”;(3)Increase culture propaganda,to play its cultural function;(4)Enrich the system of Zen cultural products;(5)Improve the system of tourism persuasion;(6)Increase tourists' participation,to raise tourism experience.Coincidentally,all the 6 measures include the letter “P”,the thesis nominates it “6P Development Model of Zen Culture Tourism”,and the thesis hopes the model can provide a study perspective to the development of religious culture tourism.