Evaluation of Rural Tourism Attractions Based on Cultural Value Perception: A Case Study of Shentangyu Village, Yanqi Town, Beijing

ABSTRACT This study takes Shentangyu Village in Yanqi Town, Beijing as a case study, employing the Delphi method and questionnaire surveys to collect sample data on cultural value perceptions from authoritative subjects (experts) and non‐authoritative subjects (tourists). Correlation analysis was used to examine the coupling relationship between tourists' characteristic information (social conditions, expectations, recreational usage) and rural cultural satisfaction. The results indicate that there are differences between experts and tourists in their perceptions of the cultural value of rural tourism attractions, particularly in folk crafts and arts. It was also found that educational level and travel purpose are significant factors influencing tourists' perceptions of cultural value. This study enhances the understanding of the current state of rural cultural tourism development and significantly improves the reliability of the impact of tourism attractions on rural cultural revitalization. The analysis results can be applied to tourism development planning for similar types of villages, thereby increasing the utilization rate of rural cultural resources.