Research On The Promotion Strategy Of Lingqu Heritage Tourism Based On Tourist Perceived Value

The growing economic living standard has spawned people’s cultural and tourism needs,and the continuous iteration of the tourism industry has made the rapid rise of heritage tourism and become a rising star in the tourism industry.As the popularity of heritage tourism continues to rise,on the one hand,the development of tourism products in heritage sites continues to expand,and on the other hand,due to the lack of scientific and reasonable planning and research,problems such as over-exploitation and unreasonable development of heritage resources appear.As a world heritage resource,Lingqu Heritage has a unique natural environment and rich cultural relics,and has also developed scenic spots such as Lingqu Park and Qincheng Water Street.However,in recent years,the products of Lingqu tourism are mainly heritage tourism,lack of scientific planning and design of new business forms,and the academic research on Lingqu heritage tourism is also in a marginal state.Based on the extensive search and collation of relevant theories,this study tries to explore the promotion countermeasures of Lingqu heritage tourism from the perspective of tourists’ perceived value.Based on the characteristics of Lingqu heritage tourism,this paper extracts the factors of tourists’ perception,optimizing the index system of tourists’ perceived value evaluation,and analyzes the questionnaire data of tourists’ perceived value by using the method of fuzzy comprehensive evaluation and IPA analysis.From the comprehensive score of tourists’ perceived value of Lingqu heritage tourism,the satisfaction score of Lingqu heritage tourism is between general and satisfied,among which,tourists’ perceived value of tourism facilities quality is the strongest,while the perceived value of sense of place is the weakest.In the IPA analysis,seven index factors fall in the fourth quadrant,which is in urgent need of promotion,including "the expression effect of Lingqu heritage tourism products or tourism activities on heritage culture","the richness of tourism products","environmental health conditions","the perfection of surrounding accommodation,sightseeing and entertainment facilities","the diversified selection and specialty of tour guide interpretation services","the popularity of Lingqu culture","local tourism products or activities make the history of Lingqu true.Six problems are summarized,comprising insufficient activation and utilization of Lingqu heritage culture,backward products,incomplete tourism service facilities,untended landscape,lack of the local tourism atmosphere and inadequate tourism marketing.Finally,practical and feasible measures strategies are proposed in this paper,expected to contribute to the optimization of Lingqu heritage tourism and promote the high quality development of Lingqu heritage tourism.