Research On The Influence Mechanism Of Festival Experience Quality On Tourists’ Cultural Identity

As a widely circulated belief among the people,Mazu Faithness enjoys a wide influence at home and abroad with pious followers all over the world.As the hometown of Mazu,Meizhou Island has held a series of Mazu Faithness events for many years,attracting tourists from all over the world.Mazu culture as the main component of Chinese excellent traditional culture,mazu culture,through innovation,targeted promote mazu culture and practice of mazu spirit,that form the cultural identity and tourists on the micro emotion attribution,promote the internationalization of mazu culture,creating a unique and influential international business CARDS,attract tourists from all over the world,To promote the internationalization of Meizhou Island as a tourist destination;On macro is mazu culture activity as the carrier,to promote the exchanges of the humanities culture makes the compatriots at home and abroad to the identity of the Chinese culture formation,this will rise to the country and the international level,for the early realization of the unity of the motherland,let the Chinese culture into the world’s a stage,create a community of mazu culture and human destiny has important research significance.In tourist festival activities experience marketing important reference,at the present time in this study the 22 nd maejo mazu culture tourism festival as a case,the quality of tourist experience in the festival activities for the mazu letter common mechanisms of the influence of cultural identity,to experience quality,perceived value,cultural identity,and emotional commitment as the research variables involved in degrees,The cognitive-affective influence model of the quality of festival and event experience on tourists’ cultural identity is constructed,the key factors influencing tourists’ cultural identity are analyzed,the influence of festival and event experience quality on tourists’ cultural identity is analyzed,and the promotion mechanism of tourists’ cultural identity is analyzed.The survey results mainly adopt the questionnaire survey method.The results show that:(1)The quality of tourists’ experience in festival and event activities has a direct and positive impact on their identification with Mazu’s belief and custom culture;(2)The quality of tourists’ experience in festival and event activities has a direct and positive impact on their perceived value;(3)The perceived value of tourists has a direct and positive impact on their identification of Mazu’s Fusion and Vulgar Culture;(4)Perceived value plays a mediating role in the effect of experience quality on cultural identity,and experience quality indirectly positively influences tourists’ cultural identity through perceived value;(5)Affective commitment positively moderates the relationship between perceived value and cultural identity;(6)The positive moderating effect of involvement on the relationship between experiential quality and perceived value was not established.At the same time,this study also enriches and improves the attitude theory,the perceived value theory and the consumer related theory of event marketing.