Study On The Value Identification Of The Intangible Cultural Heritage Of Traditional Arts From The Perspective Of Tourists' Gazing

Intangible cultural heritage,as a unique memory and gene of a nation,it is of great significance for its inheritance and development.In recent years,the intangible cultural heritage has gradually gained attention and utilization,through the different channels showing charm and connotation of intangible cultural heritage,but intangible cultural heritage is still facing faults,damage to the carrier,stage,commercial and other difficulties,how the intangible cultural heritage can be better developed and utilized is the core issue of research on the protection of intangible cultural heritage.Traditional art is an important category of intangible cultural heritage,the manifestation of spiritual values in a certain period and the reaction of life and customs,etc.This paper is mainly based on the theory of tourist gaze,taking traditional intangible cultural heritage as an example,exploring the tourists' identification of the value of intangible cultural heritage,with a view to enhancing the tourists' value identification of intangible cultural heritage,it will open up an effective way for the protection of intangible cultural heritage.In previous studies,the research topics are mostly the tourism value and development approach of intangible cultural heritage,this paper is based on the existing research,tourist gaze theory to visitors for the study,using of AMOS tool to explore the tourists' identification of the value of intangible cultural heritage of traditional art about the three stages before the tourists gazing,gaze behavior and after gazing,combating the relationship between tourist gaze and value identification.The screening of the latent variables in the structural equation model of this paper starts from theory,and based on theoretical knowledge and experience,and drawing on previous research results,finally,three latent variables of front gaze,gaze behavior and behavioral intention in gaze theory are selected.In the latent variable screening of intangible cultural heritage values of traditional art,according to related research,four latent variables of cognitive value,functional value,situational value,and social value were selected.The latent variables of the screening are based on the theory of tourism staring and related research to establish causality,and a conceptual model of the structural equation is constructed,basing on the model to designed the questionnaire of this paper,after modification and improvement,the release and recycling of attractions in Liaoning Province that have the intangible cultural heritage elements of the traditional arts.The post-analysis process includes descriptive statistical analysis,confirmatory factor analysis,model fitting,model revision,and hypothesis testing.Based on the verification and correction of the model,the structural equation model of tourist gaze and value identification is finally obtained.The study found that front gazing and gaze behavior have a positive influence on the value identification of intangible cultural heritage,and social value identification and cognitive value identification have a positive influence on behavioral intention,the effect of function value and situational value on behavioral intention is not significant.In the process of model revision,it found that there was a covariant relationship between front gazing and gaze behavior,and there was a causal relationship between situational value and functional value,these are important findings in this study.According to the research conclusions,we put forward proposals for the development and protection of intangible cultural heritage.Mainly include: strengthening the former gaze effect;enriching gaze behavior activities;paying attention to the value of intangible cultural heritage values;creating a emotional atmosphere;integrating rural tourism development.The purpose and significance of this study is to verify the relationship between gaze and value identity,and to obtain measurement indicators for measuring intangible cultural heritage of traditional art,Providing experience and experience for future research,and have a certain theoretical significance for the development and protection of intangible cultural heritage.