Research On The Tourism Brand Value Of Food And Beverage Intangible Cultural Heritage From The Perspective Of Tourists

With the rapid development of China's economy,China has entered the era of post-industrial and mass tourism.Personalized tourism,self-drive tourism,customized tourism and other forms are becoming more and more common,and cultural experience has become one of the main motivations to drive tourists to travel.The Nineteenth National Congress of the Communist Party of China has"strengthened the protection and utilization of cultural relics and the protection and inheritance of cultural heritage" as a part of a firm cultural confidence,and wrote it into the report,making it an integral part of Xi Jinping's socialist ideology with China's characteristics in the new era.The inheritance and utilization of cultural heritage has become the fundamental guidance for the current and future cultural heritage work in the new era.As an important part of cultural heritage,intangible cultural heritage is moderately developed into tourism products through creative transformation and innovative development.It is an important carrier to realize the organic integration of culture and tourism,and also one of the best means of inheritance,protection and utilization.It has certain tourism brand value.However,there is still a lack of research on intangible cultural heritage tourism brand value in the academic circle,especially on the dimension of intangible cultural heritage tourism brand value from the perspective of tourists.This study based on the existing brand equity,brand value and the study of tourism brand,taking the intangible cultural heritage of food "Quanjude" and "tongshengxiang"as typical cases,using the online reviews data and survey data,by adopting the combination of qualitative and quantitative research methods,using grounded theory conceptualization,category,put forward the non-material cultural heritage tourism brand value model based on the perspective of tourists,and discusses the tourism brand value which is composed of the market value from the perspective of producers and operators,the tourism value from the perspective of tourists and the social value from the perspective of stakeholders,finally build the non-material cultural heritage tourism"candy" model of brand value based on the perspective of tourists.The main research contents and conclusions are as follows:(1)This paper defines the concept of intangible cultural heritage tourism brand value and defines three dimensions of tourism brand value:market value,tourism value and social value.On the basis of reviewing the definition of tourism brand value by the traditional theory of tourism,brand and brand value theory,this paper focuses on the analysis of the dimensions of brand value theory on the value composition,and establishes three dimensions of tourism brand value:market value,tourism value and social value.Combined with the brand characteristics of tourism products and the characteristics of intangible cultural heritage,this paper discusses and defines the concept of intangible cultural heritage tourism brand value based on tourists.(2)Based on the perspective of tourists,the author finds out the constituent dimensions of intangible cultural heritage tourism brand value:tourism attraction,market competitiveness,cultural inheritance and social influence.Combined with theoretical review,qualitative analysis and empirical test,this paper analyzes the four dimensions of intangible cultural heritage tourism brand value from the perspective of tourists,including tourism attraction,market competitiveness,cultural inheritance and social influence.Among them,tourism attraction is the basic dimension of intangible cultural heritage to become tourism products and build tourism brands.Market competitiveness is the dimension of all brand values.However,for tourism products developed by intangible cultural heritage,only by selecting intangible cultural heritage suitable for tourism development for branding construction can an effective intangible cultural heritage tourism brand be established and its brand value be realized.The cultural inheritance power of intangible cultural heritage tourism brands is the unique dimension that distinguishes them from other tourism brands.The cultural inheritance power is manifested as the core dimension of intangible cultural heritage tourism brand value and makes them different from other tourism brands.Social influence intangible cultural heritage tourism brand based on the control of the role of tourists in social life,not only reflects the influence of other value dimensions on tourists,but also becomes an important component dimension of intangible cultural heritage tourism brand value.(3)The paper proposes the intangible cultural heritage tourism brand value scale.On the basis of the existing scale,the measurement dimensions are determined by qualitative analysis,and the scale based on reliability and validity test is finally obtained through exploratory analysis and confirmatory analysis of pre-survey and formal survey,which provides a set of assessment tools with high accuracy and easy to operate for the further evaluation of intangible cultural heritage tourism brand value.(4)Through empirical research,it is found that the four dimensions that affect the brand value of intangible cultural heritage are not parallel,and the influences are tourism attraction,market competitiveness,cultural inheritance power and social influence,respectively.Tourism attraction has the largest impact on brand value,while social influence has the smallest impact on brand value.The influence of the three dimensions of tourism attraction,market competitiveness and cultural inheritance is obviously stronger than that of social influence.Among the components of intangible cultural heritage tourism brand value,the coefficient of tourism attraction is the highest,indicating that tourists pay the most attention to it.The market competitiveness and cultural heritage have a weaker but very important influence on the components of intangible cultural heritage tourism brand value than tourism attraction.Market competitiveness emphasizes the market and its own economic attributes of intangible cultural heritage tourism products,which affect the objective position and revenue capacity of the market.The cultural inheritance power emphasizes the cultural attribute of intangible cultural heritage tourism brands,which is the basic feature that distinguishes cultural heritage tourism brands from other tourism brands,as well as the recognition and consistent cognition of tourists towards this cultural attribute,and generates a strong fit.Based on the value dimension analysis of perspective of tourists,this paper constructs a candy model of intangible cultural heritage tourism brand value,and makes a new in-depth explanation of intangible cultural heritage tourism brand and its value.The research results are of great significance for the in-depth development and brand building of intangible cultural heritage tourism products,which can better promote intangible cultural heritage inheritance and cultural tourism integration.