Research On Study Tourism Value Experience And Willingness To Protect And Inherit Of Intangible Cultural Heritage

In recent years,China places great emphasis on advocating study tourism for the youth.In the“Opinions on Promoting Study Tourism for Primary and Secondary School Students”issued by the Ministry of Education and other 11 departments in 2016,it is pointed out that China has now entered a decisive stage for building a moderately prosperous society in all respects,and study tourism is in a promising period of development opportunity.Various regions should place study tourism study tourism.As a tourism resource with good value endowment,in the context of cultural and tourism integration development,the two major industries of culture and tourism are regarded as the “green sunrise industry”with priority development by major countries in the world,tourism development of intangible cultural heritage has also developed rapidly.This paper will focus on the research of study tourism value experience and willingness to protect and inherit of intangible cultural heritage,and clarify the correlation between influencing factors,so as to provide reference for the formulation of policies to encourage the youth to protect and inherit intangible cultural heritage.Based on the perceived value theory and the consumer behavior theory,this paper makes a research on study tourism value experience and willingness to protect and inherit of intangible cultural heritage in Ningbo by development situation of youth study tourism in Ningbo as a case sample,and organizing the constituent dimensions of intangible cultural heritage study tourism value experience through literature,and reaching the following conclusions:Study tourism value experience of intangible cultural heritage significantly positively affects the willingness to protect and inherit;The value experience of education has the highest positive impact on the willingness to protect and inherit;The value experience of social and situation has a positive impact on the willingness to protect and inherit;The value experience of function has a negative impact on the willingness to protect and inherit;The four dimensions of perceived value have positive influence on each other;Demographic analysis has an impact on perceived value and willingness to protect and inherit;Willingnessto protect and inherit is positive.According to the conclusion,this paper puts forward some countermeasures and suggestions to encourage the youth in Ningbo to protect and inherit intangible cultural heritage: Enrich the experience links and improve the experience quality of service facilities;Strengthen the effectiveness of experience,and dig deeply into the experience perception of intangible cultural heritagestudy tourism;Integrating into the“internet plus” new model and establishing a new medium for intangible cultural heritagestudy tourism;Paying attention to the perceived value of the youth and giving full play to the role of tangible cultural heritageteaching base;Strengthen the publicity and education of tangible cultural heritage study tourism to form a campus atmosphere of tangible cultural heritage protection and inheritance.