Research on Influencing Factors of Tourist Perception on Live Entertainment Product

Live Arts is a new form of artistic performance, which as a cultural innovation project has formed a boom in China in recent years. Live-action performance condensed profound historical and cultural heritage, natural geographical feature, folk customs and so on, which affected tourists perception and evaluation of tourist destination greatly. This paper aims to find out the relationship between tourists and evaluation of tourists' perception of live entertainment product based on the "spring moonlit, beautiful Yangzhou" large live-action performance by using factor analysis method. Results show that five factors have the greatest impact on tourists' perception, they are charm, knowledge, traditional character, entertainment, authenticity. The research is designed to provide strategies for the development, management and marketing of real tourism performing products.