Abstract: The development of tourism in cultural and ecological protection areas is not only an important measure to transform the advantages of intangible cultural heritage resources into economic advantages,but also a realistic requirement for the protection and dissemination of intangible cultural heritages.Based on the Knowledge-Attitude-Behavior Theory and the Stimulus-Mechanism-Response Theory,this paper took Dali Cultural Ecological Protection Area and Diqing Ethnic Cultural Ecological Protection Area as sample collection sites,constructed the influence model between tourists’ prior knowledge,perceived value,satisfaction and loyalty,and tested the moderating effect of tourism experience level.The results are：（1） tourists’ prior knowledge has a positive and significant impact on the perceived value of each dimension;（2） tourists’ perceived value also has an important impact on tourists’ satisfaction and loyalty,and among them,tourists’ cultural perceived value has a significant positive impact on tourists’ satisfaction,and cost perceived value has a significant positive impact on tourists’ satisfaction and loyalty;（3） cost perceived value plays a full mediating role in the path of ‘prior knowledge-tourist satisfaction’ and ‘prior knowledge-tourist loyalty’;（4） with the improvement of tourism experience,it will strengthen the positive impact of tourist satisfaction and tourist loyalty,and weaken the perceived cost value and tourist loyalty.This paper revealed the influence mechanism of tourists’ perception and behavior in cultural ecological protection areas,enriched the integrated application of K-A-P theory and S-0-R theory in the field of tourism research,and provided countermeasures and suggestions for tourism management institutions in cultural ecological protection areas in tourism publicity,activity setting and personalized tourism services.

Key words: cultural ecological protection area, prior knowledge, tourist perceived value, behavioral intention, tourism experience