Research On The Influence Of Intangible Cultural Heritage Image On Tourists' Cultural Identity

Since the 20 th century,with the commercialization and popularization of culture,people's interest in cultural heritage tourism activities gradually emerged.In the context of the rapid development of cultural tourism,intangible cultural heritage tourism has also emerged and become more and more popular with tourists.For cultural tourism resources,such as intangible cultural heritage,it is difficult to achieve sustainable development without the participation of tourists in the protection and dissemination.Image is a very important concept in the decision-making process of tourism,which affects tourists' subjective consciousness and their choice of tourism activities.Based on this background,it is of great practical and theoretical significance to explore the influence of image of intangible cultural heritage on tourists' cultural identity.The research is based on symbolic interaction theory and identity theory,adopts empirical research paradigm,and collects and analyzes data based on questionnaires to explore and verify the impact of the image of intangible cultural heritage on cultural contact,perceived value,and cultural identity,and explore and verify the impact of cultural contact and perceived value on cultural identity.At the same time,it analyzes the moderating role of cultural intelligence between the image of intangible cultural heritage and cultural contact,and between cultural contact and cultural identity.The study conducted field investigations at two Sichuan opera performance venues,Jinjiang Theater and Shufengyayun Theater,in Chengdu,Sichuan Province,and 561 valid samples were recovered,and the data were analyzed based on structural equation model and regression analysis.This study found that:(1)image of intangible cultural heritage,cultural contact,perceived novelty value,perceived emotional value,and perceived social value all have significant positive effects on the cultural identity of tourists;(2)the image of intangible cultural heritage has a significant positive impact on cultural contact,perceived quality value and perceived economic value;(3)cultural contact has a significant mediating role between image of intangible cultural heritage and perceived value,between image of intangible cultural heritage and cultural identity,perceived value has a significant mediating role between the image of intangible cultural heritage and cultural identity,and between cultural contact and cultural identity;(4)metacognitive cultural intelligence and cognitive cultural intelligence have a negative moderating effect on the relationship between image of intangible cultural heritage and cultural contact.This study holds that the development of tourists' cultural identity to intangible cultural heritage requires the co-action of the developers and operators of intangible cultural heritage tourism,as well as tourists themselves.Based on this,the study puts forward: first,local governments and tourism enterprises should build and improve the unique image of intangible cultural heritage based on regional culture;second,local governments and tourism enterprises should promote and publicize the image of intangible cultural heritage through multiple channels,increase the channels for tourists to understand intangible cultural heritage,and enhance tourists' willingness to contact intangible cultural heritage;thirdly,tourists should be encouraged to actively participate in intangible cultural heritage tourism.A unique intangible cultural heritage tourism experience can not only make tourists unforgettable to the destination,but also allow tourists to spread the culture they have experienced to others,so as to achieve the purpose of protecting and spreading intangible cultural heritage.