Research On Yuezhou Kiln Cultural Tourism Development Based On Tourists' Value Perception Of Ceramic Culture

The integrated development of culture and tourism is the main trend of the development of China's tourism industry,which is to spread Chinese culture,establish China's image,build cultural self-confidence,and promote the friendly exchanges,mutual understanding and cooperation of countries along the Belt and Road under the background of the "Belt and Road" construction.way.Ceramic culture is an important part of China's outstanding traditional culture and an important manifestation of the soft power of Chinese culture.Carrying out ceramic culture tourism is of great significance for promoting my country's ceramic culture,enhancing cultural self-confidence,and spreading Chinese culture around the world.The Yuezhou kiln is an indispensable part of the history of the development of Chinese ceramics.It is the earliest celadon,the earliest underglaze color,and the earliest use of sacca belly burning technology,which laid the foundation for the development of porcelain in later generations.Development can make the world better understand the history of the development of Chinese ceramics,and also has important value for Yueyang's tourism development.On the basis of literature review,relevant theoretical overview and concept definition,this paper selected Jingdezhen,Dehua,Liling,Longquan,Changsha,Yixing,Yuzhou as seven ceramic cultural tourism sample places according to the development of domestic ceramic cultural tourism.The collection and processing of tourist comment texts in the sample area,analysis of tourists' favorable comments on ceramic cultural tourism,tourism motivation and value perception and attention content,using IPA model and analysis methods,combined with literature combing,the composition of tourists ceramic cultural value perception elements is summarized as 16 elements,and analyze the importance of tourists to each element and their perception of satisfaction.The analysis concludes that the tourists believe that the ceramic culture tourism is more important,the tourist satisfaction is lower,and the tourists think it is important but not satisfied Elements,etc.Through the method of purpose chain theory,the analysis of tourists' ceramic cultural value perception from the attribute layer,the result layer,and the value layer reveals that tourists pay attention to the overall infrastructure construction of the scenic area at the attribute layer,and are satisfied with the importance and satisfaction of 16 elements in the element structure Degrees are biased;tourists feel happy,worthy or unhappy in the ceramic culture tourism process,and different emotional expressions of results,through the causal connection between the result layer and the attribute layer,we can see thattourists mainly pay attention to the ceramic culture experience in the result layer;tourists are playing Based on the attribute-result-value hierarchical structure,there are three value links that tourists pay most attention to,which shows that tourists pay more attention to ceramic culture education.Through combing the historical context and development status of Yuezhou kiln,reveal the cultural characteristics of Yuezhou kiln and the development value of Yuezhou kiln cultural tourism,comprehensively analyze the current status of Yuezhou kiln cultural tourism development,analyze the problems presented by Yuezhou kiln cultural tourism development,and combine tourists Based on the characteristics of ceramic cultural value perception orientation,the following development and improvement countermeasures are proposed:enhance the value recognition and status of Yuezhou kiln cultural resources,continuously excavate and carry forward Yuezhou kiln cultural connotation,carry out accurate development positioning and market positioning,and increase scenic spot construction funds Invest,build a differentiated product system,strengthen the design of cultural experience projects,promote the integration of Yuezhou kiln cultural tourism development and Yueyang city tourism development,vigorously promote Yuezhou kiln cultural brand marketing and promotion,establish Yuezhou kiln "Huxiang first" "Kiln" brand image.