Study On The Relationship Between Cultural Identity And Place Attachment In Traditional Villages

Nowadays,China's traditional villages is gradually declining and disappearing,the excellent traditional culture is also facing crisis.Tourism as an important way to protect and develop traditional villages,how to attract tourists and realize the protection,inheritance and sustainable development of traditional culture at the same time,will become an important research topic,and this paper focus on it.Based on the literature review of cultural identity and place attachment,this paper selects Hongcun as a typical case,by the means of questionnaire survey and field observation,we collected related data.Then useing descriptive analysis,factor analysis and correlation analysis,this paper aims to explore the dimensions of cultural identity of tourists,understand the level of tourists' cultural identity and place attachment,analyse the impact of demographic characteristics and tourist characteristics on tourists'cultural identity and place attachment.Besides,it will explore the relationship between cultural identity and place attachment.The results of the study show that:(1)Cultural identity of tourists can be measured from the following three dimensions,which are "emotional identity","cognitive identity" and "behavior identity".The "emotion identity" mainly emphasizes the tourists' acceptance and afirmation of the traditional culture;"Cognitive identity"emphasizes the degree of cultural cognition that can be obtained after the tour;and"behavior identity" mainly refers to the degree of behavior input and support.(2)Both cultural identity and place attachment of tourists are in the middle level.Specifically speaking,the level of emotional identity is high,and the level of cognitive identity and behavior identity is low.And the level of place dependence is higher than that of place identity.(3)Different gender,education,life experience of tourists are no significant differences in cultural identity and place attachment;Factors such as age,income,tour times,the way of companion and tourists' generating region influence the level of cultural identity;Factors such as occupation,tour times and familiarity influence the level of place attachment.(4)There is a significant correlation between the cultural identity place attachment among which emotional identity and behavior identity have a greater impact on place attachment,and cognitive identity has little effect on it.Finally,the paper puts forward some practical suggestions on how to enhance the cultural identity and the degree of attachment to Hongcun.