Brand Evaluation of Intangible Cultural Heritage Scenic Spots from the Perspective of Placeness Perception
The brand of intangible cultural heritage scenic spots has become an important way to obtain competitive advantages.Tourists play a key driving role in creating successful brands.How to improve the brand evaluation from tourists is worth fur-ther discussion.Based on the background of brand building of intangible cultural heritage scenic spots,this paper explores the relationship between tourists'individual nostalgia tendency,the quality of intangible cultural heritage tourism experience and the brand evaluation of scenic spots based on 571 valid questionnaires,and incorporates placeness perception to explore its internal mechanism.The results show that tourists'individual nostalgia tendency and the quality of intangible cultural heritage tourism experience have a significant positive effect on the brand evaluation of scenic spots,and the placeness perception plays a partial mediating role.Tourists'individual nostalgia tendency has a significant positive effect on the quality of intangible cultural herit-age tourism experience,while the quality of intangible cultural heritage tourism experience plays a partial mediating role in the relationship between tourists'individual nostalgia tendency,placeness perception and brand evaluation of scenic spots,thus clari-fying the mechanism of intangible cultural heritage on the brand of scenic spots.It will be an important consideration to promote the long-term development of the brand of intangible cultural heritage scenic spots by focusing on the value-added role of intan-gible cultural heritage products on scenic spot brands and forming relevant enlightenment and suggestions on product selection,cultural shaping and experience improvement of"introducing intangible cultural heritage into scenic spots".
intangible cultural heritage scenic spotsbrand evaluation of scenic spotsindividual nostalgia tendencyquality of in-tangible cultural heritage tourism experienceplaceness perception
NETL
NSTL
万方数据
