The continuous evolution of society has elevated human needs from basic material necessities to encompass spiritual and cultural aspirations. Against the backdrop of cultural and tourism integration, historical and cultural streets like Zhoucun Ancient Mall have seen increasing vibrancy in tourism activities. This paper synthesizes relevant scholarly research on historical and cultural districts and explores tourists' perceptions. It identifies ten key indicators to gauge tourists' cultural perception based on the cultural significance and expressive forms of Zhoucun Ancient Mall. A structured questionnaire was designed accordingly, and empirical analysis was conducted using SPSS software. The findings describe and analyze tourists' cultural perceptions comprehensively, followed by variance calculations to discern differences in perceptions across variables such as age, occupation, and gender. Identified issues include inadequate publicity, indistinct cultural distinctiveness, and inefficient spatial utilization. Finally, recommendations are proposed, emphasizing enhanced publicity, thematic enrichment, and spatial restructuring, aimed at bolstering tourists' cultural experiences and fostering the cultural tourism potential of Zhoucun Ancient Mall.

Chen Lei. Research on Tourists' Cultural Perception of Zhoucun Ancient Commercial Town Historic and Cultural Block. Academic Journal of Humanities & Social Sciences (2024) Vol. 7, Issue 6: 210-218. https://doi.org/10.25236/AJHSS.2024.070633.

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