ESP-3541

Published

2025-06-19

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Vol. 10 No. 6 (2025): Published

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Research Articles

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Copyright (c) 2025 Xuehe Hou, Dr.Zulhilmi B Paidi

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How to Cite

Hou, X., & B Paidi, D. (2025). Environmental perception and tourist satisfaction in the activation and utilization of the Great Wall cultural heritage in Shanxi province under the context of cultural and tourism integration. Environment and Social Psychology, 10(6), ESP-3541. https://doi.org/10.59429/esp.v10i6.3541

Environmental perception and tourist satisfaction in the activation and utilization of the Great Wall cultural heritage in Shanxi province under the context of cultural and tourism integration

Xuehe Hou

School of Languages, Civilisation & Philosophy , Universiti Utara Malaysia, Kedah, 06010, Malaysia ;Shanxi Technology and Business university, Shanxi , 030006,China

Dr.Zulhilmi B Paidi

School of Languages, Civilisation & Philosophy , Universiti Utara Malaysia, Kedah, 06010, Malaysia


DOI: https://doi.org/10.59429/esp.v10i6.3541


Keywords: cultural and tourism integration; Great Wall cultural heritage; activation and utilization; environmental perception; tourist satisfaction; Shanxi Great Wall

Abstract

Under the background of deep integration of culture and tourism, this study explores the relationship between tourists' environmental perception and satisfaction in the process of activation and utilization of the Great Wall cultural heritage in Shanxi Province. Through questionnaire surveys and field interviews at three representative Great Wall sections (Yanmenguan, Niangziguan, and Pianguan Laoniuwan), data from 423 tourists were collected and analyzed using Structural Equation Modeling. The results demonstrate that tourists' perceptions of cultural landscape, atmosphere creation, facilities and services, and management services all positively affect their overall satisfaction, with cultural landscape perception exerting the most significant influence (β=0.42, p<0.001). Comparative analysis revealed distinctive perception patterns across the three sites, reflecting their unique characteristics and development priorities. Yanmenguan excelled in cultural landscape perception, Niangziguan performed best in facility services, and Pianguan Laoniuwan was distinguished by its unique landscape features. These findings provide empirical evidence for developing differentiated strategies that prioritize cultural authenticity and experiential quality while maintaining adequate supporting services. The research contributes to understanding environmental perception formation in heritage tourism contexts and offers practical guidance for the sustainable development of cultural heritage tourism under the cultural-tourism integration framework.

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