A Study On The Influence Mechanism Of Intangible Cultural Heritage Image On Tourists' Behavioral Intention

Tourists' behavior intention is an important index to evaluate tourism resources,tourism products and market.At present,rich and colorful intangible cultural heritage has become the focus of tourism market development,and more and more people choose to visit intangible cultural heritage tourist destinations.The combination of culture and tourism has become a key direction of the development of modern tourism industry.In order to improve their competitiveness,tourist destinations not only shape their own image,but also pay more attention to the role of culture,so as to form unique cultural tourism resources.Jingdezhen handmade porcelain technology is a representative intangible cultural heritage in China,with rich ceramic cultural landscape,but also formed a ceramic tourism brand.The ceramic image of Jingdezhen was once regarded as a symbol of the brand,which directly reflects the exquisite craftsmanship and strength of Jingdezhen handmade porcelain.However,the intangible cultural heritage of handmade porcelain technology is affected by various factors in the process of development,and the brand image has become blurred.In order to improve the image of Jingdezhen intangible cultural heritage,we must first clarify the various factors that affect the image of intangible cultural heritage.Taking Jingdezhen handmade porcelain technology as the research object,this paper studies the influence factors and mechanism of intangible cultural heritage image on tourists' behavior intention from the perspective of tourists.In the process of research,this paper uses the methods of literature,questionnaire and qualitative analysis,and uses the statistical software of SPPP22.0 and AMOS17.0 to analyze,and obtains the following research results: The image of intangible cultural heritage is composed of two measurement dimensions: cultural image and manual image.Cultural image has a significant positive impact on tourists' experience value,and indirectly affects tourists' behavior intention through the intermediary variable of experience value.Manual image has a significant positive impact on tourists' experience value.It has both direct and indirect influence on tourists' behavior intention.Finally,according to the results of empirical research,the author puts forward relatively reasonable countermeasures for shaping the image of intangible cultural heritage:(1)to increase the popularity of intangible cultural heritage;(2)to create a differentiated image of Jingdezhen;(3)to strengthen the interactive cultural experience of Jingdezhen;(4)to encourage the consumption of handicrafts tourism commodities;(5)to continue the craftsman spirit of the inheritors of intangible tourism;(6)to promote the integration of intangible heritage and tourism industry.