Study On The Influence Of Cultural IP On The Image Of Xi’an Tourist Destination

Since the "first year" of cultural IP in 2016,along with the rise of new media,cultural IP has gradually penetrated into all walks of life,and IP has become the driving force for the rapid development of the industry.In recent years,a group of academics have identified that China’s IP development has entered the era of multi-format mixing."IP fever" has also become an important direction of tourism.Academic world have pursued research on it from the aspects of "culture + FILM IP","culture + scenic IP",cultural IP image building and brand incubation,but less analysis on the specific impact of cultural IP on the image of tourist destinations.In addition,scholars used to use qualitative methods to discuss the specific elements of cultural IP,and few or even almost no empirical research on the specific elements of cultural IP with quantitative methods.Therefore,based on the specific elements of culture IP as a research starting point,based on the symbolic interaction theory,the theory of cognitive and emotional– conation and the urban image communication theory IP specific dimensions namely research culture symbol content,value orientation and dimensions of the diversification of tourism destination image cognitive image,affective image and the influence of the relationship between conation image.Through empirical research,the relationship between variables is analyzed,and a structural equation model is adopted to study the influence path of cultural IP on the image of tourist destinations.First,Xi ’an city is selected as the case study of cultural IP in this paper.Through presurvey and formal survey,SPSS 22.0 and AMOS 22.0 are used to analyze the survey data.Then,through the fitting of structural equation model,this paper path coefficient test and mediation effect test,.The findings suggest that cultural IP has a significant positive impact on the image of Xi ’an tourism destination.Among them,symbolic content,value orientation and diversified derivation have significant positive influence on cognitive image and emotional image.The cognitive image and the affective image have a significant direct positive effect on the ideodynamic image,and the affective image plays a mediating role between the cognitive image and the ideodynamic image.In addition,this paper also confirms the mediating role of cognitive image and emotional image between the dimension of cultural IP and ideographic image,and the chain mediating role of cognitive image and emotional image.The results show that the symbolic content,value orientation and diversified derivative of cultural IP will first directly affect tourists’ or potential tourists’ cognitive understanding and emotional impression of Xi ’an tourist destination image,and then affect people’s willingness and behavior.Finally,on the basis of foregoing findings,this paper puts forward the following suggestions for xi ’an municipal government and major cultural and tourism enterprises in xi ’an to build the image of Xi ’an IP in the future: First,focus on cultivating their own IP in the design and content of IP symbols to enhance emotional resonance;Second,give IP image the correct value orientation,enhance IP value level;Third,extend IP industry chain and improve communication influence.