Study On Tourist Behavior Intention Of The Great Wall Themed Intangible Cultural Heritage Research Tour

The Great Wall has both material cultural heritage and intangible cultural heritage dual attribute image.As the Great Wall national cultural park construction continuously deepened,around the Great Wall integration has outstanding significance,important influence,major theme of cultural relics and intangible cultural heritage resources,the protection of heritage utilization,cultural education,public service,tourism,leisure,entertainment and other multiple functions is of great significance and far-reaching influence.As an important propeller to expand the development space of tourism and help the development of quality education,study travel is an important form of education to make cultural heritage "alive",which is also the extension of school education to the outside and the society.With the Great Wall as the theme,this research discusses the development path of "cultural relics + intangible cultural heritage + research",in order to promote the in-depth integration and high-quality development of culture and tourism.This study is based on the full research of the Great Wall period of cultural heritage resources,combined with literature research and questionnaire survey method,on the basis of planning behavior theory and tourism experience theory basis and the Great Wall culture,cultural definition and intangible cultural heritage related concepts,put forward the Great Wall theme intangible cultural heritage studies travel tourist behavior intention issues.Then in Dandong along the Great Wall and along the intangible cultural heritage resources as an example,to build and verify the studies travel tourists behavior intention research model,the destination image and self-efficacy as an external stimulus variables,science and technology,sightseeing,sense judgment and encourage development four kinds of studies travel resource type as a mediation variable,behavior intention as a result variable,establish structure equation model for hypothesis verification analysis,study the independent variables to participate in the Great Wall theme intangible cultural heritage studies of travel behavior.This study is through the arrangement and demonstration of the Great Wall cultural heritage resources.It shows the important value of the Great Wall themed intangible cultural heritage research trip,promote the coordinated development of the Liaoning Great Wall cultural tourism,promote the inheritance of the Great Wall cultural spirit,enhance the added value of the heritage brand,and enhance the cultural experience of visiting.At the same time,based on quantitative analysis methods such as descriptive statistical analysis,corresponding analysis,factor analysis,and structural equation analysis,to establish a government-level guarantee mechanism to promote the implementation of "human,financial and financial affairs";excavate the dual cultural heritage value of the Great Wall and set up a benchmark for study travel;create immersive complex tourism products,expand the development path of tourism,put forward countermeasures and suggestions for the theme of the Great Wall intangible cultural heritage travel tourists behavior intention.