A Study On Tourist Perception And Influencing Factors Of Jinshanling Great Wall Scenic Area

As an important place for tourism,tourist attraction play an important role in satisfying tourists’ perception and experience of a better life.In recent years,coinciding with the construction of the Great Wall National Cultural Park and other favorable opportunities,the Jinshanling Great Wall Scenic Area was nominated as a national 5A level scenic spot in2020.However,there is still a certain gap between the Jinshanling Great Wall Scenic Area and other well-known 5A level Great Wall scenic areas.The perception of tourists is far weaker than that of the same level Great Wall scenic areas,and some negative factors of tourist perception restrict the development of the scenic area.Based on the requirements for the improvement of local scenic areas proposed by the construction of the Jinshanling section of the Great Wall National Cultural Park,as well as the current development and tourist perception evaluation status of the Jinshanling Great Wall Scenic Area,this article conducts an in-depth study of the tourist perception evaluation status and influencing factors of the Jinshanling Great Wall Scenic Area,and proposes strategies to enhance the tourist perception of the Jinshanling Great Wall Scenic Area.Firstly,relevant research on the concept,content,methods,and influencing factors of tourist perception was reviewed,and the research methods of this article were introduced.The concepts of tourist perception related to this study were defined,and the theories of "cognition emotion intention" related to this study were explained,laying a theoretical foundation for the research.Secondly,the overview of the Jinshanling Great Wall Scenic Area was summarized,and the data sources and processing of this study were explained.Based on the network text,this paper uses the three-level coding form of Grounded theory and the theory of "cognition emotion intention" to construct the tourists’ perception process model of Jinshanling Great Wall Scenic Area,and uses text analysis to test the theoretical satisfaction of the tourists’ perception process model of Jinshanling Great Wall Scenic Area.Once again,based on the tourist perception process model of the Jinshanling Great Wall Scenic Area,a hypothesis was proposed on the influencing factors of tourist perception in the Jinshanling Great Wall Scenic Area.By using questionnaire survey method and structural equation model,specific factors affecting tourist perception in Jinshanling Great Wall Scenic Area were verified,including scenic environment,facility services,landscape resources,cultural heritage,and management.The impact of satisfaction evaluation on tourist loyalty in the model and the rationality of the design of the tourist perception process model in Jinshanling Great Wall Scenic Area were also verified.Finally,based on the overview of Jinshanling Great Wall Scenic Area and the analysis of tourists’ perception and influencing factors of Jinshanling Great Wall Scenic Area,specific measures are proposed to enhance tourists’ perception of Jinshanling Great Wall Scenic Area,such as fully leveraging local cultural utility,empowering scenic area management with technology,improving scenic area facilities and services,protecting scenic resource environment,and enhancing the influence of the Great Wall brand.