关键词: 旅游目的地, 传统风俗, 喀什地区, 结构方程模型

Abstract: The traditional culture of tourism destinations is a basic of tourism industry．However， it is unavoidable to destroy in some degree the traditional culture in the development of tourism．So， it is necessary and urged to protect tradition culture to make sure its integrity．Recently， some scholars pay high attention on the problem of destination cultural change and do some research from different prospects．Based on some relative theories， the paper puts forward following hypothesis：H1： the family culture in tourist destination has significant influence on values；H2： the family culture has significant influence on traditional customs；H3： the ethics value has significant influence on significant traditional customs；H4： the ethics value has significant influence on traditional customs；H5： the values has significant influence on effects．Consulting the conclusions of previous studies， the family culture measurement scale including four items， the sense of family， family structure， fertility concepts and mate range. Ideas of value scale include the three dimensions：national values，credit and view and communication range； Code of ethics scale includes three items：knowledge source，their own interests and moral standard； Traditional custom scale includes 2 items：civilization etiquette and joyfulness consciousness．According to the request of research， the research group takes two investigation in Kashgar respectively in November 2011 and January 2012． In this investigation， 720 questionnaires were sent， and 697 questionnaires were received， 490 of which were effectively．In order to the accuracy of the data，this paper used SPSS17.0 and Lisrel 8.5 to test the validity and reliability．The results show that the sample has high reliability and validity， and structural equation model with the model has hig goodnessoffit. And the following conclusions can get：first， family culture in tourist destination has significant influence on values， and the ethics value also has significant influence on values．However， family culture value has negative influence on values， but ethics value has a positive influence on values．Second， the values have a statistically significant effect on tradition culture， namely the changes of values have a positive influence on traditional customs．Third， the results can be concluded from the model， family culture and the ethics of values have influence on values， but they have not direct influence on the traditional custom．Under the conditions of P=0.01， family culture and the ethics of values have indirect affect on traditional custom and the regression coefficients were 0.083 and 0.172 8． The innovation of this paper mainly embodies using the quantitative analysis method，for example SEM，to research the change of tourist cultural，which is far beyond the limitation of the qualitative analysis．

Key words: Tourism destination, Traditional customs, Kashgar, SEM