| In recent years,due to the increasing consumption level of tourists,traditional sightseeing tourism has turned to cultural experience tourism.With the development of cultural heritage tourism,its tourism value has not been rationally developed and utilized,resulting in differences in the sense of authenticity at the historical level,the inheritance of culture,the integrity of historical features and the continuation of folk customs.The damage at the level will weaken its advantage in the competition of cultural tourism.To this end,it is necessary to actively meet the needs of the market,promote the take-off of the "two wings" with the integration and upgrading of culture and tourism,coordinate tourism development,characteristic operation,and ancient city protection,do a good job in the integrated development of cultural tourism,cultural relics,and culture and creativity,and build a national-level cultural industry demonstration zone.,protect the traditional pattern,historical features and cultural relics of the world cultural heritage of Pingyao Ancient City,and make every effort to develop a new path of high-quality development of cultural tourism integration.Based on the perspective of tourists’ perception,this paper uses the theory of tourists’ perception and perceived value to combine the characteristics of cultural heritage sites with their own tourism value,so as to construct an index system for the perception of tourism value of the ancient city of Pingyao,a cultural heritage site.Its tourism value includes five value dimensions: history and culture,artistic aesthetics,scientific education,recreation,economic environment,and service.Afterwards,we conducted a questionnaire survey and in-depth interviews with tourists in the ancient city of Pingyao,and further conducted empirical analysis and IPA analysis.Through the interview results and IPA analysis results,we could understand the importance and expressiveness of tourists in the ancient city of Pingyao reflected in the tourism value of the ancient city of Pingyao.problems in development.Combining the results of in-depth interviews and empirical analysis,it puts forward reasonable suggestions for the promotion of the tourism value of Pingyao Ancient City: dig deeper into the historical and cultural connotations and enhance the historical and cultural value;Improve the value of scientific education;innovate and develop tourism experience projects to enhance the value of recreation;develop surrounding resources to optimize the transportation system and enhance the value of the economic environment;improve tourism infrastructure and enhance the value of service facilities. |
