Research On The Development Strategy Of Intangible Heritage B&B In Wenzhou Based On The Perceived Value Of Tourists

In recent years,tourism has flourished and the rise of intangible heritage B&Bs has played an important role in the integration of culture and tourism.Intangible cultural heritage manifests historical,aesthetic,and historic values.The State Administration of Cultural Heritage,the State Ministry of Culture and Tourism and other functional departments encourage and regulate social forces to use cultural heritage buildings and non-heritage resources to open B&Bs and other tourism and leisure service venues.Zhejiang Province,Henan Province,and Chongqing are actively exploring the market for intangible heritage B&B,and Wenzhou,with its rich intangible heritage resources,has a good foundation for the early and pilot development of intangible heritage B&Bs.The research on the development of intangible heritage B&Bs in Wenzhou City investigates and summaries the current development status of the intangible heritage B&B industry in Wenzhou,explores the specific perceived value dimensions of intangible heritage B&B tourists,analyses the bottlenecks in the development of intangible heritage B&B tourism,and proposes concepts and optimization suggestions for the development of intangible heritage B&Bs in Wenzhou City,providing reference for the B&B development strategies in other regions.Based on perceived value theory and tourism behavior theory,this paper sorts out the resource base and development status of intangible heritage B&Bs in Wenzhou through realistic observation method and in-depth interview method,and organizes and analyzes the resource advantages and practice history.Using the method of rooted theory research,content materials such as in-depth interviews and literature reading were combined to determine the core elements of the perceived value of intangible heritage B&Bs for tourists and their relationships.Using the hierarchical analysis method,experts were invited to score the elements of tourists’ perceived value and obtain the ranking of importance among the elements.A questionnaire survey on the perceived value of intangible heritage B&B visitors was conducted to analyze the current situation and problems of the perceived value of intangible heritage B&B visitors in Wenzhou.Finally,the optimization strategy for the development of Wenzhou intangible heritage B&B is proposed.Conclusions:(1)Six main elements in four categories constitute the perceived value of intangible heritage B&Bs for tourists,which are basic elements-perceived service value and perceived facility value,content elements-perceived cultural value,social elements-perceived interaction value and perceived emotional value,and social elements-perceived interaction value and perceived emotional value.The content element-perceived cultural value,the social element-perceived interactive value and perceived emotional value,and the transactional element-perceived cost value.The importance of each element to the current stage of intangible heritage B&Bs varies.The importance of the first-level indicators in the results of the empirical analysis is,in descending order,perceived cultural value,perceived interaction value,perceived facility value,perceived cost value,perceived emotional value,and perceived service value.(2)The perceived cost value perceived emotional value and perceived cultural value of current Wenzhou intangible heritage B&B tourists are rated higher,and there is no significant difference in the effect of gender on the perceived value of each tourist.(3)Possible problems in the development of intangible heritage B&Bs in Wenzhou: insufficient interaction and communication,relatively backward facility conditions,product operation mode to be optimized,and insufficient cultural construction connotation.(4)Combined with the realistic development of Wenzhou’s intangible heritage B&Bs,from the perspective of tourists’ perceived value of social elements,basic elements,transactional elements,and content elements.Four aspects of optimization are proposed: first,strengthening the perceived interactive value,enhancing the humanistic care of intangible heritage B&Bs;second,strengthening the perceived facility value,optimizing the B&B tourism development environment;third,Strengthen the perceived cost value,and develop high-quality intangible heritage B&Bs products;and fourth,strengthening the perceived cultural value,enriching the cultural connotation of intangible heritage B&Bs.