The Impact of Interactive Behavior on the Communication of Cultural Heritage in Intangible Cultural Heritage Study Tourism
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.
intangible cultural heritagestudy tourisminteractive behaviorperceived valuecultural identity
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