Development and empirical test of the scale of visitors'heritage identification in World Cultural Heritage Sites
The measurement research of heritage identity is an important topic for deepening the development of cultural heritage related theories and fully leveraging the contemporary value function of cultural heritage tourism.However,there are still some shortcomings in the current research on the development and testing of heritage identity scales.In view of this,the article selects user generated content(UGC)and semi-structured interviews to collect data,reviews and travel notes from Ctrip,Zhihu Q&A platform and Mafengwo travel website in recent five years,and selects 10 world cultural heritage sites,including the Forbidden City in Beijing,Historic Ensemble of the Potala Palace,Temple and Cemetery of Confucius and the Kong Family Mansion in Qufu,Yin Xu,the Old Town of Lijiang,Mount Taishan,Ancient Building Complex in the Wudang Mountains,Dazu Rock Carvings,Ancient City of Ping Yao and Longmen Grottoes.At the same time,in order to avoid the omission of important comments,A total of three collections were conducted before and after,resulting in a total of 435 valid comments and 36 travel notes totaling over 170000 words.Through the three-level coding of Grounded theory,from the two aspects of the object representation and the construction of the subject,seven dimensions of tourist heritage identity of world cultural heritage sites are summarized:self identity,local identity,national identity,Cultural identity,heritage cognition,emotional experience and behavioral practice.On this basis,drawing on existing scales and grounded analysis data,following a strict scale development process,a quantitative measurement scale for tourist heritage identity was developed with 26 items.Through two rounds of questionnaire data collection,a total of 340 questionnaire samples were collected.After excluding invalid questionnaires with highly consistent options,a total of 618 valid questionnaires were obtained.The scientific and effective nature of the scale was demonstrated through exploratory factor analysis,confirmatory factor analysis,and reliability and validity testing.Through Grounded theory coding and empirical testing,this paper establishes the basic dimensions of tourist heritage identity in world cultural heritage sites,enriches the relevant research on heritage identity,and lays the foundation for the subsequent development of the scale of other groups'heritage identity.At the same time,the article further confirms the relationship between heritage identity and multiple identities,which are mutually infiltrated and blended,so as to give full play to tourism to promote the protection and utilization of cultural heritage Enhancing group cultural confidence and self-improvement provides guidance.
world cultural heritageheritage tourismemotional experienceheritage identityscale development
万方数据
维普
