A Study On The Relationship Between Tourists Perceived Value,local Identity And Heritage Preservation Intention In Cultural Heritage Sites

At present,with the booming development of tourism,the frequency of tourists travel is increasing gradually,and the cultural heritage sites have also attracted higher attention.With the influx of tourists,the tourism resources of cultural heritage sites are inevitably destroyed to a certain extent under the limited tourism carrying capacity.Therefore,tourists’ willingness to protect is extremely important and deserves further consideration and exploration.Taking Qiaoxi historical and cultural block of Hangzhou as a case,this paper collates the theories related to heritage protection intention,tourists’ perceived value and local identity,investigates and analyzes the overall characteristics of tourists’ perceived value,local identity and heritage protection intention in Qiaoxi historical and cultural block of Hangzhou,and uses structural equation model to explore the internal relationship among tourists’ perceived value,local identity and heritage protection intention.On the premise of literature research and expert advice,the questionnaire was designed.Through the field survey in Hangzhou Qiaoxi historical and cultural block,the questionnaire was issued and the data were obtained.SPSS and AMOS were used for analysis.The main conclusions are as follows :(1)Cost value,emotional value,functional value and educational value have a positive impact on local identity.(2)Local identity has a positive impact on the preservation intention heritage.(3)The value of education and cost have a positive impact on the willingness of heritage protection.(4)Local identity plays an intermediary role in educational value,cost value,functional value and emotional value.Among them,the full mediating role of local identity is reflected in the relationship between functional value,emotional value and protection intention,and part of the mediating role is reflected in the relationship between educational value,cost value and protection intention.Finally,according to the results of empirical analysis,relevant suggestions are put forward to add the heritage protection willingness,expand the heritage protection of Hangzhou Qiaoxi historical and cultural block.