Perception in cultural heritage tourism: an analysis of tourists to the Beijing-Hangzhou Grand Canal, China

Based on two on-site questionnaire surveys in the Beijing-Hangzhou Grand Canal, this study identifies the constructs of tourists' perception by exploratory factor analysis, and proposes a relationship model. Then the complex relationships are explored by structural equation modelling. The results suggest heritage attraction and cultural experience positively affect tourists' attitude towards heritage protection, while cultural experience, service facilities and market conditions positively affect tourists' preference of tourism development. More importantly, tourists' attitude towards heritage protection positively affects preference of tourism development, and they affect satisfaction positively. This study offers suggestions for rationally optimizing management and promoting cultural heritage tourism development.