Abstract: Taking Yongnian Guangfu City, Yongnian District, Handan City as the research object, this study comprehensively considered risk perception and cultural value characteristics, and developed a tourist perceived value measurement table that conformed to the characteristics of ancient towns for historical and cultural towns. The study explored the influencing factors of tourist perceived value in ancient town type scenic spots. The results showed that the perceived value measurement table for tourists in historical and cultural towns consisted of 27 measurement indicators from 8 dimensions： living environment value, service value, emotional value, cultural cognitive value, cultural appreciation value, cultural product value, risk perception, and cost perception;the cultural cognitive value, cultural product value, and cultural appreciation value were special dimensions that distinguished historical and cultural towns from other common dimensions of scenic spots;the risk perception formed by tourists during public crisis events had a significant impact on the perceived value of tourists in historical and cultural towns.

Key words: historical and cultural towns, tourist perceived value, cultural values, risk perception, measurement model, empirical testing, Yongnian Guangfu City