Folk Culture and Tourism Resources valuation of the Validity of Rural Tourism Development in Three Gorges Reservoir Area Analysis

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1 Fol Culture ad Tourism Resources valuatio of the Validity of Rural Tourism Developmet i Three Gorges Reservoir Area Aalysis Guagsha Deg Chogqig City Maagemet College,Chogqig , Chia Abstract Fol culture ad rural tourism is oe pair of symbiosis, fol culture ca ot oly promote the developmet of rural tourism, rural tourism developmet ca also promote the protectio of heritage ad fol culture. I the reservoir area "idustrial hollowig out" ad the destructio of fol culture icreasigly grim situatio, status of occurrece ivestigatio Reservoir through all ids of fol culture resources, buildig the role of fol culture tourism resources i the validity of the evaluatio model of rural tourism developmet, ad fially through Reservoir i all ids of fol culture tourism resources to aalyze its role i the developmet of rural tourism validity, test a umber of recommedatios to promote positive iteractio ad rural fol culture ad fol culture tourism developmet of the reservoir area of rural tourism. Keywords: Fol culture, Rural tourism, Three gorges reservoir 1.INTRODUCTION I recet years, with the rapid developmet of tourism idustry, people growig demad for cultural, fol culture tourism is gradually o the rise, favored by more ad more tourists, has gradually become a tourism display a importat way of the local image. Rural tourism is the occurrece of the rural areas, with its uique sceery, thigs, customs ad other attractios to attract tourism activities. Fol culture ad rural tourism is a pair of symbiotic, fol culture ca ot oly promote the developmet of rural tourism, rural tourism developmet ca also promote the heritage ad protectio of fol culture. The research o fol culture ad rural tourism i Chia maily focuses o idepedet research or qualitative aalysis. Such as the Tag De-rog (2008),from the perspective of cosumptio experiece, o the foudatio of Chogqig City Tourist survey, through the costructio of logistic biary choice model, aalysis the willigess of rural tourism ad its ifluecig factors. Hu Yog-hog (2009), summary the ifluece each othe: o the oe had, rural tourism brought local farmers ew ideas, ew cocepts erich the cootatio of the fol culture; ecoomic developmet brought about by the developmet of rural tourism ca also be to promote the local fol culture of the excavatio ad protectio. O the other had, the exteral culture brought by the rural tourism is boud to impact o the local fol culture, which leads to the "assimilatio" or the core values of the fol culture is distorted. Overall, both at home ad abroad of fol culture ad tourism combied or lac of quatitative research, i the empirical research o the rural tourism, fol culture resources of the Three Gorges Reservoir Area as the agle of view, explore the reservoir area of rural tourism developmet beig iteractio mechaism of the system research is still bla. Three Gorges Reservoir Area i Hubei Provice, 4 couties ad 22 districts ad couties of Chogqig City, about 600m, the water surface width of about 1500m, with a total area of about 46 thousad ad 200 square ilometers. Chogqig is located i the hiterlad of the Three Gorges Reservoir area, the Three Gorges Reservoir Area i this study maily refers to the Three Gorges Reservoir Area i Chogqig sectio (hereiafter referred to as the reservoir area). The area of reservoir area is wide, the agriculture populatio is maily, the ladform type is complex, the ecological eviromet is fragile, the cotradictio betwee huma ad lad is outstadig. O the other had, the reservoir area is rich i atural coditios, rich i history ad culture, miority atioality (maily Tujia ad Miao), ad has created favorable coditios for the developmet of rural tourism. Reservoir area fol culture has specific characteristics of the times ad the typical geographical features, uder the impact of foreig culture, may have bee i the verge of extictio. Through the costructio of the tourist resources of fol culture i the developmet of rural tourism o the validity of the evaluatio model ad aalysis validity of reservoir types of fol culture tourism resources i the developmet of rural tourism, to aalyze occurrece status of reservoir types of fol culture resources, to explore the iteractio mechaism of fol culture ad tourism, ad promote the protectio of fol cultural resources ad rural tourism developmet is great sigificace. 2. THE ANALYSIS OF FOLK CULTURE TOURISM RESOURCES IN THE THREE GORGES RESERVOIR AREA RURAL TOURISM DEVELOPMENT 250

2 Follore is a coutry, regio or atio uder certai atural ad social eviromet ifluece, i the log process of social history gradually formed ad haded dow of fol customs ad cultural thigs from geeratio to geeratio. Fol culture is a importat resource of rural tourism. It attracts tourists with its uique cultural cootatio. With the icreasig emphasis o fol culture, fol culture tourism has gradually become a importat part of rural tourism. The reservoir area ivolved a populatio of 15 millio 450 thousad, of which the umber of ethic miorities was as high as 890 thousad, accoutig for 5.8% of the total populatio. May miorities, deep ad log fol culture, maig fol culture resources i the reservoir area, rural tourism resources preset characteristic of diversificatio, coupled with its distictive regioal features, for the developmet of the rural tourism created good coditios. The relevat departmets from the resource type, the occurrece of the situatio, the reservoir area of rural tourism resources were ivestigated. Reservoir of the tourist resources of fol culture maily icludes customs, weddigs ad fuerals, fol, productio, food, clothig, festivals, religious belief type at ay time, maily has the followig characteristics: abudat species ad quatity. Reservoir area of three of the foudig of the people's Republic of Chia, four built Chogqig City, six immigrats, icludig the formatio of the traditioal culture, the Three Gorges culture, Hogya culture, ati Japaese war culture, Bayu culture, greatly eriched the cootatio of fol culture i Chogqig. Two is obvious, high grade. Reservoir area miority, Tujia, Miao, Hui, Yao, Machu, Korea, Dog, Gelao, i which the mai, ethic fol culture ad spledor. Three is a "large dispersio, small commuities," the distributio of forms. The quatity ad distributio of the fol culture resources i the reservoir area are cocetrated, which erich the cootatio of rural tourism, ad icrease the attractio of tourism i the reservoir area. At preset, it has formed a cultural tourism products, icludig sceic spots tour, performaces, festivals, food, tourism, exhibitio ad other forms of. Have bee built as Bizia fol culture village, home of the Three Gorges sceic area, Bayu Culture Village. Fol culture tourism resources i reservoir type is rich, distictive features, should be combied with the dam costructio ad the protectio of the ecological eviromet of it, vigorously develop the rural tourism, prompted fol culture tourism resources ito tourism ecoomic beefits, social ad ecological beefits. 3. ANALYSIS OF THE VALIDITY OF THE ROLE OF FOLKLORE TOURISM RESOURCES IN THE DEVELOPMENT OF RURAL TOURSIM 3.1. Evaluatio methods May factors impact fol culture tourism resources ad rural tourism developmet, how to from a large umber of factors selected characterizatio of fol culture tourism resources i the reservoir area i the developmet of rural tourism o the validity of the factors ad the appropriate evaluatio methods become the ey. The traditioal evaluatio methods are maily qualitative aalysis. Moder evaluatio methods comprehesive owledge of mathematics, operatios research, maagemet ad other disciplies, the formatio of a more comprehesive evaluatio theory, such as aalytic hierarchy process, fuzzy comprehesive evaluatio method, grey system aalysis, etc.. To build a reservoir of the tourist resources of fol culture of the rural tourism developmet o the validity of evaluatio model, to the validity of its effects o the developmet of rural tourism, improve the scietific ature of the evaluatio model, versatility ad feasibility. Fuzzy Aalysis Hierarchy Process(FAHP) is a id of theoretical method that combies the fuzzy Theory with the traditioal Aalytic Hierarchy Process(AHP) to fully cosider the fuzziess[6-7. AHP aalysis of the basic idea is complex problem decompositio for a umber of levels ad a umber of factors, betwee the various factors of simple calculatio ad compariso, the weight of importace of differet schemes is obtaied, so as to provide a basis for decisio-maig. However, the traditioal aalytic hierarchy process has obvious disadvatages, ad its scale method is a determiistic method, that is, it does ot cosider the fuzziess of the evaluatio staff, which will affect the accuracy of the results. Fuzzy Theory is a method of research ad treatmet of fuzzy pheomea. The basic idea is: i determiig the basis of evaluatio factors, factor evaluatio grade ad weight, the use of fuzzy set trasformatio priciple, the membership degree to describe the various factors, factor fuzzy boudaries, fuzzy matrix, through multi-layer composite operatio, ad ultimately determie the evaluatio object belogs to grade Evaluatio idex system ad data source The costructio of the tourist resources of fol culture i the developmet of rural tourism i the reservoir area o the validity of the evaluatio idex system, amely the fol custom culture tourism resources validity evaluatio idex system (hereiafter referred to as the idex system) ad eed comprehesive cosideratio of fol culture tourism resources ad rural tourism ad the characteristics of the actual area, o the comprehesive research o the reservoir area fol culture tourism resources characteristics, based o the aalysis of the its of rural tourism developmet role i promotig, ad fully cosider the applicability fuzzy comprehesive evaluatio method. 251

3 The costructio of evaluatio idex system, you eed to follow the followig priciples: (1).Cosiderig the reservoir area ad most promiet tourist resources of fol culture is the most represetative of the promiet; (2).the value of the tourist resources of fol culture; (3).the relatioship aalysis of the tourist resources of fol culture ad the developmet of rural tourism; (4). ad cosiderig the participatio of the tourist resources of fol culture i the coutryside i the developmet of tourism developmet feasibility, effectiveess ad recogitio of local residets ad foreig tourists; (5).attach importace to the protectio of the tourist resources of fol culture, local culture, simplicity ad autheticity; (6).ad abide by the developmet ad protectio of the tourist resources of fol culture ad the priciple of detailed ad cocise sciece; (7).the priciple of combiig; (8).itegrity ad availability of the system data ad the priciple of combiig. Accordace with the above priciples, ad the reservoir area of fol culture ad tourism resources ad the developmet of rural tourism developmet o the basis of idicators selected. Select the idicators as far as possible i the form of per capita level or proportio, the data source is maily used by Delphy Fa or questioaire survey method, some difficult to get the data of the idicators are equivalet alterative. O this basis, the evaluatio idex system of fol culture tourism resources i the developmet of rural tourism(8-9), see table 1. Table 1. The evaluatio idex system of the fuctio ad validity of the fol culture tourism resources i the developmet of rural tourism Target Layer(A) Criterio Layer(B) Scheme Layer(C) Idex Layer(D) The evaluatio idex system of the fuctio ad validity of fol culture tourism resources i the developmet of rural tourism(a) The value of fol culture(b1) Developmet coditios of fol culture(b2) Developmet beefit of fol culture(b3) The relatioship betwee fol culture tourism resources ad the developmet of rural tourism(b4) Residets participatio(b5) Participatio of foreig tourists(b6) Value of Sciece Educatio(C11) Cultural ad artistic value(c12) Orametal ad recreatioal value(c13) Occurrece coditio(c21) Attetio degree(c22) Research ad arragemet coditio(c23) Tourism evirometal carryig capacity(c24) Tourist maret potetial(c25) Direct ecoomic beefit(c31) Provide employmet ability(c32) Optimizig cultural livig eviromet(c33) Cultural heritage icome(c34) Social harmoy icome(c35) Visitors' recogitio of the two(c41) The promotio of fol culture to the developmet of rural tourism(c42) Promotig the developmet of rural tourism to the fol culture(c43) Residets' attitudes towards the developmet of fol culture(c51) Residets' idirect participatio(c52) Residets directly ivolved i the situatio(c53) The attitude of foreig tourists to the fol culture(c61) The attitude of foreig tourists to the developmet of rural tourism(c62) The cosumptio of foreig tourists to the related products(c63) 3.3. Evaluatio model (1) costructig judgmet matrix. Traditioal AHP model to costruct the judgmet matrix, the compariso results oly betwee [1/9,9, FAHP model i the study of each average results are the form of iterval quatified, ca solve the problem of icosistet umerical descriptio ad the actual state. A a a, Judgmet matrix a a, terval umber. (2) the sigle factor of iterval umber is determied by the weight of sigle factor. 252

4 A A, A 1.Judgmet matrix of iterval umber, see A A Normalized feature vector with positive compoet, which belogs to the largest eigevalue 2.accordig to A a, A a w, w,see to obtai ad m be satisfied 0 w mw all positive real umbers; 3.Calculate the sigle factor weight vector w w, mw (3) the weight of the upper layer of the calculatio scheme. 1 i j j1 w w w, i 1,2..., m ; j 1 1, i1 a m j 1 1, 1 m is the umber of schemes, w is che scheme is the weight of the scheme of the first +1 layer i the hierarchy, is the umber of sub attributes of a property, for A, w is the scheme weight of I for scheme J sub attributes. i i1 a w j is the weight of the sub attributes J i the layer (4) the revisio of the raig weight of the iterval umber comprehesive evaluatio. The geometric mea of the evaluatio weight rage, w w w 2.Fially, the evaluatio weights ad correctio weights of the criteria layer ad the scheme layer(10), see table 2. Table 2. Aalysis of the factors of iterval umber ad the correctio weight Target Criterio Evaluatio Correctio Scheme Evaluatio layer(a weight weights layer(c) weight ) layer(b) (A) B1 B2 B3 B4 B5 B6 [0.129,0.130 [0.232,0.235 [0.240,0.242 [0.130,0.131 [0.129,0.131 [0.135, Correctio weights C11 [0.083, C12 [0.035, C13 [0.010, C21 [0.099, C22 [0.064, C23 [0.035, C24 [0.023, C25 [0.008, C31 [0.082, C32 [0.075, C33 [0.051, C34 [0.025, C35 [0.005, C41 [0.074, C42 [0.046, C43 [0.008, C51 [0.083, C52 [0.040, C53 [0.007, C61 [0.089, C62 [0.039, C63 [0.007,

5 4. ANALYSIS ON THE FUNCTION AND VALIDITY OF THE 3 FOLK CULTURE TOURISM RESOURCES Evaluatio results from the aalysis poit of view, the weights of criteria level sort: fol culture developmet beefit (B3) for the developmet of fol culture coditio (B2), foreig tourists participatio degree (B6), fol culture tourism resources ad Rural Tourism Developmet Associatio (B4), residets participatio degree (B5), fol culture its value (B1). Scheme layer weight: occurrece coditio (C21) ad foreig tourists to the fol custom culture attitude (C61), residets o the developmet of fol culture attitude (C51), direct ecoomic beefits (C31), scietific ad educatioal value (C11) were livig i the top five; tourist maret potetial (C25), rural tourism developmet of fol culture promote role (C43), foreig tourists o related products cosumptio (C63), residets directly ivolved i (C53), social harmoy gais (C35) were livig i 5. Aalysis results show that: the developmet beefit, developmet coditio ad the participatio degree of the fol culture tourism resources are the importat factors that affect the developmet of the rural tourism. The occurrece of fol culture tourism resources, tourists ad residets' attitude to fol culture, the ecoomic value of fol culture tourism resources ad the value of sciece educatio are the importat factors that ifluece the developmet ad utilizatio of the fol culture tourism resources. Tourist maret, tourist cosumptio, residets directly ivolved i the situatio has little effect o the reservoir area the developmet of rural tourism, rural tourism of fol culture promote role, social harmoy, ad reveue is still i a relatively low state. Should give priority to ecoomic developmet, good coditios for the developmet of fol tourism resources, pay attetio to the icrease of tourists i the tourism activities participatio, residets participatio, promote the tourist resources of fol culture ito the rural tourism developmet i the future of rural tourism developmet ad fol culture, developmet ad protectio of the wor. To pay attetio to the scietific protectio of fol cultural tourism resources, icrease publicity efforts to improve the tourists, residets of the value of fol culture ad cultural resources ad the importace of the developmet of rural tourism. 5. SUGGESTIONS FOR PROMOTING THE DEVELOPMENT OF RURAL FOLK CULTURE TOURISM IN RESERVOIR AREA Based o the aalysis of the effect of the rural fol culture tourism resources i the reservoir area, from the perspective of promotig the developmet of fol culture tourism i the reservoir area, it ca be cocluded that the followig: 5.1. Give priority to the developmet of the resources of good occurrece ad developmet beefits The results show that the developmet of the fol culture tourism resources i the reservoir area has a importat ifluece o the developmet of the rural tourism. The occurrece i the reservoir area ad better developmet beefit is sigificat resources devaluatio of history, traditioal architecture, it is curret to attract tourists to come a importat ifluecig factors. History, traditioal architecture is the exteral display of historical culture ad fol culture, ad it is the most ituitive thig to attract tourists. Traditioal architecture to attract tourists there are two mai ways. Oe is the traditioal tow village. Reflectio of aciet tows ad villages are specific i the characteristics of the times, ideas, material ad way of life to raise fuds, the developmet of coservatio ad restoratio of the aciet tow is the focus of the reservoir area tourism. Two is the developmet of moder fol village". I the reservoir area has bee built to fol culture tourism resources of fol custom villages, such as Beibei village carivals, earth village, Bayu culture village. Fol village is a product of fol culture to explore the commercial value of the. Developmet of rural tourism ad follore culture tourism based, old tows ad villages ad fol culture village for all ids of fol activities carried out to provide a veue icrease the participatio of tourists ad residets From the aalysis of the results, the participatio of tourists i the third place. To improve the attitude of tourists ad residets, ad to improve their participatio is a importat way to promote the developmet of rural fol culture tourism. Oe of the importat measures to promote the itegratio of tourists ad residets ito rural fol tourism is to hold all ids of festivals. With the fol culture, fol customs as the basis, fol sogs ad daces, etertaimet cotet as the mai form of festival tourism is a comprehesive tourism products, with distictive features, obvious seasoal ad other features. I all traditioal festivals, a superb collectio of beautiful thigs log history, has a strog regioal atmosphere ad ethic customs. Such as the ghost tow of Fegdu temple, Xituo tow Zhogxia later, March meetig, Yuyag Zhag Wag will, Fulig mustard culture festival. I recet years, with the developmet of rural tourism, reservoir area of the couty carried out rich ad colorful cultural festival, such as the Three Gorges immigrat culture festival, Baa hotsprig Tourism Festival, Fegjie avel orage Festival, Fulig loga Culture Festival. The rich ad colorful sog ad dace 254

6 activities carried out i festival activities, also have strog local characteristics. Such as sprig "oisy sprig cocert", harvest threshig sogfest ", Tujia Wavig Dace, Togliag Drago ad lio dace, Dazu carp bed, ad the broad masses of the people's productio ad life associated. The developmet of all ids of cultural festival activities is of great sigificace to chage the attitude of tourists ad residets, ad to improve their participatio degree stregthe the itegratio of fol tourism ad rural tourism To promote fol resources ad rural tourism itegratio play a role of fol culture tourism resources i rural tourism, we must deal with the relatioship betwee the fol culture ad rural tourism, to achieve the soud developmet of the fol cultural resources ad rural tourism [10. Rural tourism i the developmet of may of the activities are the embodimet of fol activities, such as farmig, fishig ad hutig ad other traditioal productio mode ad diet activities. The traditioal mode of productio is more itegrated ito the rural tourism through the display or participatio of tourists. I additio, but also through the joit developmet of boutique tourist routes, to existig fol culture tourist routes ad products of depth developmet, carry out special fol activities, through publicity ad maretig, urge tourists to deepe the impressio of these tours. Such as "Chogqig Qiajiag Tujia ethical amorous feeligs swims suspeded burial ad fueral, stilts, wavig dace) - Youyag peach garde", "Chogqig Bashu aciet cultural ceter - Yubei Bayu fol culture village" esure the autheticity of the tourist resources of fol culture Aalysis shows that the scheme layer reservoir of the tourist resources of fol culture of the occurrece of weights i 22 idexes was the highest, which idicated that the importace of fol culture tourism resources occurrece situatio ad autheticity. The combiatio of rural tourism ad follore tourism is a display of rural fol, rural culture tourism activities to based o the Rural Follore Custom Tourism Resources Developmet ad utilizatio, fully display the fol style ad local characteristics, for the tourists to the id, true ad hoest feeligs. Reservoir of Bayu culture, culture of witch ad salty, rubbig from a stoe iscriptio culture, culture of the Three Kigdoms, doc culture, atioal culture, immigrat culture, is the basis of the developmet of rural tourism, is a importat guaratee for the sustaiable developmet of rural tourism i the reservoir area. The protectio of autheticity, based o collectig ad sortig to miig resources, to stregthe the display, publicity ad other ways improve the ecoomic beefits of tourism commodities I the program level, the direct ecoomic icome raed fourth, livig i the forefrot, idicatig that the ecoomic efficiecy of the maret ecoomy is the basis ad value of the developmet of rural fol tourism. The embodimet of the value of fol culture tourism resources ad its direct ecoomic beefits. A importat way to improve the ecoomic efficiecy is the desig, developmet ad sales of tourist commodities. Relevat data show that the icome of tourism commodities accouted for the proportio of total icome of tourism ecoomy has more tha 45%. I the process of tourism, local art products ad local products is a importat object of tourism shoppig. I the developmet of rural tourism i the reservoir area, we should pay attetio to the developmet of local tourism products. Such as the Qiag farmers prits, Liagpig aual paitig, Rogchag Zhesha, Fulig mustard, Jiagji rice sugar flowers, the Hechua taopia, Miao embroidery ad so o icrease the propagada of fol culture tourism I additio, but also mae full use of the power of moder media, to stregthe the publicity of follore culture tourism, ehace the visibility ad ifluece, to tourists ad residets appreciate the value ad fu of the tourist resources of fol culture, promote local residets to joi the developmet of the tourism idustry, attract foreig tourists before to sightseeig. Opera art i the reservoir area as a example, this id of fol culture ad history log, the Opera repertoire, icludig the Xiusha festive later, Yag Drama, Liagsha later opera, puppetry ad shadow puppetry ad other. The festival, almost every village will have a variety of performace team. I festivals, festivals, ca be held by the festival or theme activities ad other meas, with the power of the media to carry out publicity ad publicity, publicity. 6. CONCLUSION Through the ivestigatio of the preset situatio of the fol cultural resources i the reservoir area, the paper costructs the validity evaluatio model of the tourism resources of the fol culture i the developmet of the rural tourism, aalyzes the effect of the various types of fol cultural tourism resources i the developmet of the rural tourism, The developmet of rural fol culture tourism recommedatios: should give priority to the developmet of beefits, the developmet of good coditios of the fol resources, pay attetio to improve the 255

7 participatio of tourists i the tourism activities, the participatio of residets, pay attetio to fol culture tourism resources, scietific protectio, To improve the tourists, residets of the value of fol cultural resources ad the importace of rural tourism developmet awareess. ACKNOWLEDGMENT This wor is supported by: Natioal Social Sciece Fud Project (13CJY067), Chogqig City Maagemet College level scietific research project (2016yxm005), Chogqig City Maagemet College research ad iovatio team fudig. Refereces Tag De-rog, Yag Ji-xiu, Liu Yi-mei. (2008). Research o rural tourism itetio ad its ifluecig factors -- Based o the survey data of 497 urba tourists i Chogqig. Agricultural Ecoomic Problems, (12), Hu Yog-hog. (2009). The developmet ad protectio of rural tourism ad rural culture. Ahui Agricultural Sciece, 37 (21), Meg Li-qi. (2014). Establishig the beig iteractive mechaism of rural tourism with the fol culture research. Agricultural Ecoomy, (3), Deg Qig-a, Xu Hog, We Zhi, Wu Xig. (2010). Tourism developmet of fol culture resources i Sichua. Chia Busiess ad Trade, (12), Xie Tia-hui. (2014). Summary of developmet of rural tourism i Chia. Hubei Agricultural Sciece, 53 (11): Zhag Zu-qu. (2014). Curret research prospects of rural tourism at home ad abroad. Chiese Agricultural Bulleti, 30 (8), Liu De-qia. (2006). I rural tourism, agricultural tourism ad follore tourism poits. Tourism Tribue, 21 (3): Zou Fu-xia. (2014). Study o Evaluatio ad developmet of fol culture ad ecological tourism resources i Xiagxi Prefecture. Guizhou Natioal Research,35(1): Gao Hog. (2000). The characteristics of Tiaji fol culture tourism resources ad its developmet. Ecoomic Geography, 20 (4): Mou Wei-zhe. (2006). The atioal fol custom culture ad the fol custom tourism. HeiLogJiag Social Sciece. (6):