| The historic conservation area has become the popular area for tourism and commercial development.However,factors such as over-commercialization have led to destory the view and atmosphere of the historic conservation area in the development process.How to rationally develop historic conservation area,rejuvenate it while maintaining the original atmosphere,improve tourists’ travel experience and satisfaction,has become the focus and difficulty of scenic development.This research explores tourists’ perception of tourism commercialization and the impact of tourism commercialization on tourists’ behavior intentions from the perspective of tourists.The purpose is to resolve the contradiction between tourism business development and cultural protection,and to propose reasonable commercial development suggestions.It has certain theoretical and practical significance.This research reviewed the literature including tourism commercialization,etc.Then proposes research hypotheses and constructs models based on these theoretical foundations.It selects Gulangyu Island in Xiamen City,Fujian Province as the case site.Through questionnaire survey and data analysis,the conclusions reached are:(1)Tourism commercialization has a significant negative impact on several variables such as behavioral intentions.(2)There is a significant positive correlation between perceived value and other four variables.(3)Perceived value and other variables play an intermediary role between tourism commercialization and behavioral intentions.The research has expanded the evaluation scale of tourism commercialization,and developed the theory and method research of tourism commercialization.At the same time,it has verified the relationship between tourism commercialization and other variables,enriched this field of research from an empirical perspective.In summary,tourism and commercial development are the necessary means for the rejuvenation of historic conservation area.But excessive commercialization will reduce the willingness of tourists to revisit and recommend.Commercial development and cultural protection should promote and coordinate development with each other.Based on the above conclusions,the research proposes some suggestions including paying attention to tourists’ perception of commercialization,regulating the management of scenic spots,adjusting development planning,and reviving cultural atmosphere.Finally,it explains the deficiencies of the research and future research directions. |
