Study On The Influence Factors And Improvement Strategies To Tourists’ Values Perception For The Haihun Marquis State Museum

In 2019,President Xi Jinping said: "A museum is a university." The Marquis Haihun Tomb in Nanchang,a tomb of Marquis-level,is the best-preserved,most prosperous,and largest Han Dynasty Marquis state settlement site discovered in China.Its main cemetery area and the surrounding capital city ruins are unique all around the country in terms of completeness and historical value.The Marquis Haihun state museum is conducive to patriotic education,learning historical and cultural knowledge,and allowing people to understand better the complete history,culture,art,and system of the Han Dynasty.The Marquis Haihun State Museum is an important cultural carrier.However,the National Museum of China,the Shanxi History Museum,and the Palace Museum are currently well-operated history museums.It is of great significance to make the Marquis Haihun State museum popular with more tourists.From the perspective of tourists’ value perception,this thesis established a structural equation theoretical model of tourists’ value perception of Marquis Haihun State Museum.The study explored the relationship among the five perceptions aspects,including the core attraction perception,facility perception,service perception,environmental perception,and overall value perception.Through questionnaire design and survey,322 valid questionnaires were obtained.Then,the study adopted exploratory factor analysis and structural equation modeling to analyze these questionnaires.As a result,two measurement indicators of the core attraction perception and one measurement indicator of environmental perception were removed so that the model could fit realistic behaviors.The results in the study main represent several aspects as follows:First,the model result showed that both environmental perception and service perception have significant impacts on core attractions and overall value perception.It shows that service and environmental perception are significant in tourists’ experience.In a sense,the value experience perception of the historical site museum is based on the overall environmental perception and service experience perception.Therefore,for the Haihun State Museum,creating a good experience environment and improving the quality of service perception can be essential for its future development.Second,the effect of facility perception on core attraction perception and overall value perception is not significant.After on-the-spot investigation and interviews with tourists,some of them pointed out that the Marquis Haihun State Museum has not run for a long time since its opening.Thus,related infrastructures are still being stepped up to improve.Tourists can still see many unfinished construction sites during the on-site visit,even in the mausoleums.At the same time,the work of archaeological excavations has not stopped.As a result,tourists’ perception of Marquis Haihun State Museum’s facilities is not high.Third,the relationship between core attraction perception and overall value perception is not significant.Through interviews with tourists,it could be found that many tourists came for "the Terracotta Warriors and Horses of the Mausoleum of the First Emperor of Qin in the north and the Marquis Haihun State Museum in the south." They expected to see the actual appearance of the mausoleum of Marquis Haihun with 2000 years of history.Although the Marquis Haihun State Museum has displayed the unearthed cultural relics to the greatest extent,tourists are still not satisfied and hope to see more parts of Marquis Haihun State Museum.In the second half of the visiting trip,tourists can only visit the mausoleum group which is covered by a vast warehouse and several subsidiary tombs of small hills.There is no doubt that the tourists’ evaluation of the core attraction of Marquis Haihun is not high.Based on the research framework of the influencing factors and operation mechanism of the Marquis Haihun state Museum,the study then put forward some suggestions centered on improving the service experience.The museum’s most significant efforts are to create the core attraction and improve the service perception experience.The museum needs equipping with many interpreters or a new guide system established by smart tour guides to give in-depth explanations of various important and popular items and cultures and to create internet celebrities promptly.By taking these new measures,the museum can deepen the impression of tourists and further enhance the value perception experience of tourists.Moreover,the museum should get close to tourists,launch high-quality and low-cost cultural and creative products,enrich the cultural product system,and strengthen online marketing.Furthermore,they need to take some high-quality historical museums as benchmarking and learn advanced experience.Introducing a market-oriented operation mechanism and focusing on digital development,a virtual online experience system can be created,especially in the current severe epidemic situation.According to the relevant suggestions,it is possible to improve the experience perception evaluation of tourists in the Marquis Haihun State Museum.