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| RESEARCH ON THE EVALUATION SYSTEM OF THE TOURIST PERCEPTION OF ETHNIC CULTURAL TRAVEL PERFORMING ARTS PRODUCTS BASED ON FACTOR ANALYSIS——A Case Study of “Liu San Jie Impression” Live Performance |
| JIAO Shi-tai |
| Economic and Tourism Management Department, Bai Se University, Baise 533000, China |
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Abstract With the rapid development of domestic tourism and the increasing awareness of people to relax, China's travel performing arts industry shows strong growth trend.The distortion of ethnic cultural travel performing arts products is getting worse in the development of ethnic tourism. It is necessary to build an evaluation system of the tourist perception of ethnic cultural travel performing arts products,so as to enhance the management of ethnic cultural travel performing arts products. Based on the theory of factor analysis,this paper employs Expert Analytic Method for data collecting and adopts SPSS for factorial analysis to calculate the factor loading matrix. Tourist perception is an important concept and theory in the studies of consumer experience and the quality of experiences. This concept has recently been employed to study tourist experience. This paper selects "Liu San Jie Impression" live performance as an example through which Chinese tourists' perceived values of such ethnic cultural travel performing arts products are analyzed and verified. Ethnic cultural travel performing arts products for the study by reviewing the evaluation of domestic and foreign research on the evaluation system of the tourist perception,and based on qualitative interviews and the previous literature,the paper constructs a scale of ethnic cultural travel performing arts tourists' perception and measures ethnic cultural travel performing arts tourist experiences in terms of this scale. It also tests the relationship between tourist satisfaction and tourist perception.
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Received: 15 December 2011
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2013, Vol. 28 
