A Study On The Value Evaluation Of Urban Cultural Scene Based On CVM

In the context of the transformation of China’s economy from high-speed development to high-quality development,urban development has become more focused on the improvement of urban functions,repair of urban space and restoration of urban ecology.Since 2017,Xi’an has been transformed from the ancient capital of the 13 th dynasty to a "net-worthy city" where netizens visit.In particular,the pedestrian street of Great Tang All Day Mall has created a cultural scene of the Tang Dynasty by restoring the historical appearance of the Tang buildings and city life,creating an immersive tourism experience,conveying aesthetic interest and values,and attracting people to visit the city.By restoring the historical Tang Dynasty buildings and city life,it creates an immersive tourism experience,conveys aesthetic interest and values,forms emotional resonance,attracts,infects and unites people,creates multi-dimensional values,and becomes a new growth point and new driving force for economic and social development.What values are created by the urban cultural scene? How to enhance the value of urban cultural scene? Answering these questions is of great importance to promote the depth of the concept of scene camping city,stimulate urban innovation and vitality,and create urban spirit.This study takes urban cultural scene as the research object,defines the concept of urban cultural scene and scene value.Based on scene theory,planned behavior theory and utility value theory,combined with the value evaluation system of environmental resources science,conditional value method(CVM)is adopted to evaluate the scene value of the selected case Great Tang All Day Mall.And from the demographic variables,scene attraction,behavioral attitude,perceived behavioral control,subjective norms of five aspects of the willingness to pay factors are analyzed.In this study,tourists in the sleepless city of Tang Dynasty were investigated,questionnaires were issued through online survey,and SPSS and Amos statistical software were used for correlation analysis,difference analysis and structural equation model path analysis among variables.Through the research,the following conclusions are drawn: the average willingness of tourists to pay for the sleepless city of Tang Dynasty is 167.3 yuan/person/year;Gender,occupation,monthly income and willingness to pay have significant correlation;Different gender,age,occupation and monthly income have significant differences in the willingness to pay for the Great Tang All Day Mall,but different education groups have no significant differences in the willingness to pay.Scene attraction and perceived behavior control have positive effects on individuals’ willingness to pay in urbanization scenes,while behavioral attitudes and subjective norms have no significant effects on the willingness to pay.Based on this,countermeasures and suggestions are put forward to improve the value of urban cultural scene and future income.In terms of value expression,the cultural connotation of urban cultural scene should be deeply explored to promote the continuation of scene context.In terms of life services,optimize public services to meet the needs of diverse cultures;In terms of infrastructure,optimize the layout of comforts and improve the consumption function of community cultural life;In terms of policy support,the cooperation of multiple subjects can stimulate the vitality of urban economy.