A Study Of Imagination Constructs In The Digital Display Of Cultural Heritage

The conservation and revitalization of cultural heritage has always been a hot topic in the field of cultural heritage.Tourism has brought new vitality to cultural heritage and has become an important way to spread the word about cultural heritage sites.Tourists are deeply engaged through sensory interaction during field visits,gaining peak experiences and thus appreciating the history and culture behind the heritage sites.However,tourism is also a double-edged sword,as the rapid development of tourism and large-scale construction projects have made the already precarious cultural heritage even more overwhelming,and many of them are threatened to disappear.The rapid development of digital technology has brought new ways to revitalize cultural heritage.It has made cultural heritage easier to understand and display,and has given birth to experiential,interactive and immersive tourism attractions,and has gradually brought precious cultural heritage that had been sealed in history into the lives of the general public across the boundaries of time and space.However,from the practical point of view,there is a problem that the digital display of cultural heritage is not deep enough to dig the cultural connotation.First of all,some digital displays are overly entertaining and traffic-oriented,and do not find the accurate positioning of their own functions.Secondly,some digital displays ignore the spiritual pursuit contained in cultural heritage,the form is gorgeous but the content is empty,and the fidelity and restoration of cultural elements are not high.Imagination not only helps consumers break through the constraints of time and space,but also makes up for the psychological distance caused by the non-physical nature of historical events.It can also combine with past experiences to help visitors gain authentic immersive experiences and awaken their deep emotional identity.Therefore,it is necessary to start from the theoretical perspective of imagination to explore the imaginary dimension in the virtual space and the inner psychological mechanism of consumers from imagination to authenticity and finally to behavioral intention.In this context,this study takes Yuanmingyuan as a case study,and first uses the research method of rooting theory to explore the specific content of Yuanmingyuan imagination.The imagination and authenticity scale in the digital context of cultural heritage is also designed based on the mature scale.Secondly,the differences in the perception of imagination and authenticity among different subjects are analyzed based on the data.Finally,a theoretical model between imagination,authenticity,cultural contact and behavioral intention is constructed to reveal the psychological mechanism of consumers from imagination to behavioral intention in digital space.The results show that:(1)under the sensory stimulation of digital restoration of Yuanmingyuan,visitors generate rich imagination of Yuanmingyuan in relation to their own previous experiences,and further stimulate their emotional experiences and meaningful thinking;(2)in the digital display of cultural heritage,visitors show higher levels of imagination and authenticity perception,and show significant differences in age level,monthly income level,and field experience;(3)visitors can generate imagination and authenticity in the virtual space.(3)visitors are able to generate rich imagination and authenticity perceptions in the virtual space,and stimulate the desire for cultural encounters with heritage sites.Ultimately,consumers show a higher willingness to visit the site due to both emotional and cognitive effects.This study not only expands the interpretation of imagination in the digital display of cultural heritage,explores the inner connection between imagination and authenticity,and proposes the path of value communication in the digital display of cultural heritage based on the research results,which has certain theoretical and practical significance for the research related to the digital display of cultural heritage.