非遗类研学旅游中互动行为对非遗文化传播的影响
The Impact of Interactive Behavior on the Communication of Cultural Heritage in Intangible Cultural Heritage Study Tourism
刘淑慧 1许冰晨 1秦嘉欣 1易婷婷1
作者信息
- 1. 华南师范大学 旅游管理学院,广东 广州 510006
- 折叠
摘要
研究从增进青少年对非遗文化理解与认可的角度出发,聚焦非遗研学旅游,以价值共创理论为基础,探索互动行为对非遗文化传播效果的影响,并检验感知价值的中介作用,以及文化认同的调节作用.结果表明:互动行为正向影响感知价值与非遗文化传播效果;感知价值在其中起到部分中介作用;文化认同在"互动行为-非遗文化传播"和"感知价值-非遗文化传播"影响关系中均存在调节作用.文章揭示了互动行为对非遗文化传播效果的影响机制,丰富了价值共创理论的应用,为非遗文化传播与文化认同培养提供了理论依据与策略指导.
Abstract
This paper,from the perspective of promoting teenagers'understanding and recognition of intangible cultural her-itage,focuses on intangible cultural heritage study tourism,explores the impact of interactive behavior on the communication effect of intangible cultural heritage based on the theory of value co-creation,and examines the mediating role of perceived value as well as the moderating role of cultural identity.The results show that the interactive behavior has a significant positive impact on per-ceived value and the communication effect of intangible cultural heritage;the perceived value plays a mediating role between in-teractive behavior and communication effect partially;and cultural identity has a moderating effect on the relationships of"interac-tion behavior-communication effect"and"perceived value-communication effect".This paper reveals the impact mechanism of interactive behavior on the communication effect of intangible cultural heritage,enriches the application of value co-creation theo-ry,and provides theoretical basis and strategic guidance for the communication of intangible cultural heritage and the cultivation of cultural identity.
关键词
非遗文化/研学旅游/互动行为/感知价值/文化认同Key words
intangible cultural heritage/study tourism/interactive behavior/perceived value/cultural identity引用本文复制引用
出版年
2024
NETL
NSTL
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