Abstract
ABSTRACT This study selects the tourism performing art of You Jian Pingyao as a case study. Based on cognitive memory theory and emotional evaluation theory, it follows the logical idea of “five sense perceptions of tourist destination-positive emotions-memorable tourism experiences,” and establishes a theoretical model and analyzes it. The results of this study provide new ideas for solving the problem of five sense perceptions in regional tourism and provide new strategies for enhancing memorable tourism experiences, which will contribute to the sustainable development of tourism performing art and the promotion of tourism destination brand competitiveness.
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