The Influence of Intangible Culture Heritage Image on Tourists' Cultural Identity

Abstract

This research article aims to examine the effect of image of intangible cultural toward cultural identity the image of intangible culture heritage(IICH) is an important concept of tourists in the process of tourism decision-making, which affects tourists' subjective consciousness and the choice of tourism activities. From the perspective of tourists, based on the theory of perceived value(PV), identity theory and symbol interaction theory, this study conducted an empirical study on the internal relationship among the IICH, tourists' PV and cultural identity(CI). Questionnaire and research model are designed to explore the tourists' cognition of the image of "Pingyao Tuiguang Lacquerware Painting Technology" and its influence on tourists' CI. Using the research model and hypothesis as a foundation, a questionnaire survey was used to gather the pertinent data, which was then evaluated and examined using a structural equation model (SEM). The results show that IICH, on tourists' CI, perceived novelty value, perceived emotional value, and perceived social value all have a beneficial impact. IICH has significant positive influence on perceived value(PV); Perceived emotional value and perceived social value play a significant mediating role between IICH and CI. The research results supplement the research on the CI of ICH tourism and provide a basis for the development of cultural heritage tourism. Through the above empirical verification, the structural equation conceptual model of the IICH and tourists' The relationship between latent variables can be more accurately reflected and evaluated by the path relation. In the study for future, there should be a study using a qualitative research method in order to obtain more complete and comprehensive information.