Study On The Perception Value And Chinese Cultural Transmission Intention Of Study Tourism

With the continuous improvement of China’s comprehensive national strength,it has become an important part of improving China’s cultural soft power to promote Chinese culture to the world and tell Chinese stories well.Overseas Chinese are an important bridge and bond for the inheritance and transmission of Chinese culture.This study selects the “EMBRACE CHINA” summer camp,which helps overseas Chinese teenagers learn Chinese and have an in-depth understanding of Chinese culture,as a case to explore the relationship between the perceived value obtained by tourists in tourism activities and the communication intention of Chinese culture.The study provides a reference for exploring the ways and methods on how to lead Chinese culture to better go global,and puts forward countermeasures and suggestions for optimizing the operation effect.Based on the research progress of domestic and foreign study tourism,perceived value,cultural identity and Chinese cultural communication intention and other related research results,this paper relies on the relationship theory of“Cognition-Emotional-Intention” and that of “Behavior-Intention”,and adopts literature analysis and other research methods to build a theoretical model of “perceived value-cultural identity-Chinese cultural communication intention” for study tourists.The composition dimensions of perceived value,cultural identity and Chinese cultural communication intention were sorted out.Besides,their initial scales were revised and formed under the specific situation of the “EMBRACE CHINA” summer camp.The method of word frequency analysis was used to analyze the online text of the contractor’s We Chat official account,and the questionnaire was revised and improved by combining qualitative research methods such as expert interviews.Data analysis software,such as SPSS and AMOS,was employed to make an empirical analysis of the questionnaire data,and the model and research hypothesis were verified.The conclusions are drawn as follows.(1)There is a positive and significant correlation between the dimensions of perceived value of study tourists and those of cultural identity.(2)All dimensions of cultural identity have a positive and significant impact on the intention to spread Chinese culture.(3)Different demographic characteristics have various effects on tourists’ perceived value,cultural identity,and intention to spread Chinese culture.(4)It is necessary to further explore the differences in the content of Chinese cultural activities among overseas Chinese teenagers currently residing in different countries or regions.According to the conclusion,some relevant countermeasures and suggestions are put forward,such as multi-departmental coordination to promote the integrated development of Chinese culture and tourism,developing characteristic content of study tours for different groups,and enriching the forms of study tourism activities.