A Research On Inheritance Of Intangible Cultural Heritage In Ethnic Areas Based On Tourists’ Perception

In recent years,along with the continuous warming of tourism in various ethnic areas,intangible cultural heritage has been the significant bearing of traditional culture in ethnic areas,whose protection and inheritance has always been concerned by academic circles.The development of intangible cultural heritage tourism in related scenic spots can not only make local intangible cultural heritage better inherited by "tourism survival",but also is an important way to enhance the cultural connotation of scenic spots.The new development concept of innovation,coordination,green development,opening up and sharing proposed by the state can provide guidance for promoting greater development of China’s tourism industry.The traditional tourism mode featuring concentration on point has been unable to meet the needs of tourism development in the new period.Various modes which is mainly touristoriented are emerging in an endless stream,such as self-help tourism,in-depth tourism and custom tourism.Especially in the ethnic areas,if the tourist managers would like to plan and exploit the national cultural resources well,they should not only make full use of all kinds of local traditional cultural heritage,but also pay more attention to the non-local tourist’s perception and evaluation of the overall environment,such as the folk customs,the quality of residents,the economic development and so on.But at present,the research on tourism development of intangible cultural heritage mainly focuses on the object of the intangible cultural heritage itself,and to a certain extent,it neglects the main body of tourists.This article selects the 4A scenic Taoping Qiang Village and Ganbao Tibetan Village in Li County of Aba Tibetan and Qiang Autonomous Prefecture,Sichuan Province as the research point,Based on the difference between tourists’ perception of the value perception and the perception of the development state of intangible cultural heritage,and the influence of the above perceived differences on their attitude towards the tourism development of intangible culture heritage,the Countermeasures for the development of intangible cultural heritage tourism in the scenic area are put forward.By reviewing the related literature,the article confirms the tourists on the three dimensions of the intangible cultural heritage tourism value perception in perception of cultural aesthetic value,perception of historical education value,perception of social and economic value,and two dimensions of state perception of authenticity and perception of marketization in state perception,And put forward hypotheses on the interaction between the above five dimensions and tourists’ attitudes towards the tourism development of intangible cultural heritage,design the questionnaire carefully and distribute it to the tourists,and use SPSS and AMOS to analyze the related data.At the same time,This article also conducted focus interviews with experts in the related fields.The results of the study showed that the perception of cultural aesthetic value has no influence on the tourists’ attitude towards the tourism development of intangible cultural heritage;the perception of historical education value has a positive effect on the tourists’ attitude towards the tourism development of intangible cultural heritage;perception of social and economic value has a positive effect on the the tourists’ attitude towards the tourism development of intangible cultural heritage;authenticity perception of the state has a positive impact on the tourists’ attitude towards the tourism development of intangible cultural heritage;market perception has a positive effect on the tourists’ attitude towards the tourism development of intangible cultural heritage.In addition,the results of the three experts’ focus interview results have also been verified from the side.Finally,according to the analysis of the questionnaire and focus interview results,combined with the survival status of intangible cultural heritage in Taoping Qiang Village and Ganbao Tibetan Village,the article puts forward the following suggestions to the inheritance of the intangible cultural heritage in ethnic areas from the angle of improving the perception of tourists,which are of certain reference significance to tourist managers in ethnic areas:(1)establish and improve the protection and development mechanism to ensure the sustainable inheritance of the intangible cultural heritage(2)strengthening the external propaganda of the local intangible cultural heritage and improving the tourists’ perception of the intangible cultural heritage(3)maintaining the cultural and ecological environment of the intangible cultural heritage and stabilizing the authentic experience of their tourism(4)Adjust the tourism survival mode of the intangible cultural heritage and express their value more creatively.