The Factors Influencing Tourists’ Cultural Perception Of World’s Double Heritage Site

China’s tourism industry output has shown a high growth trend,of which the growth of heritage tourism is particularly prominent.The world?s double heritage is the organic combination of nature and culture,which not only has a beautiful,unique natural scenery,but also acts as the important material carrier of historical and cultural inheritance.At the same time,the continuous development of leisure economy and tourism industry brings a rapid increase in tourist attractions,the improvement of people?s quality of life brings the high quality requirements for tourism,the improvement of tourists? education level and self-cultivation brings the switch from natural landscape to cultural experience.This study takes Mount Tai,a well-known double heritage tourism destination in China,as an example.This study chooses the tourists who visit Mount Tai to complete the questionnaire,explores the factors that influence the cultural perception of tourists,and provides the theoretical basis and practical basis for enhancing the cultural perception of tourists in the double heritage tourist destination.Through reviewing related paper,we found many studies on the cultural perception of residents,while tourists limited.In this study,Mount Tai was selected as the case study site,and the questionnaire was used to understand tourists’ perception of culture.The methods of factor analysis,one-way ANOVA and regression analysis were used to analysis the collected data,and then draw conclusions.The results show that the factors influencing tourists’ perception of Mount Tai culture mainly come from two aspects: one is the demographic characteristics of the tourists,including different occupations,regions,visit times and so on.Another aspect is Mount Tai itself,including the attraction of Mount Tai culture,the quality of tourism products and facilities in Mount Tai the publicity effect of Mount Tai.Based on the above conclusions,several measures aim at improving the perception of tourists’ culture are proposed.