Communication Effect of the Great Wall Linear Cultural Heritage in the Context of Sectional Tourismification
Due to the large spatial scale,the dispersion of multiple heritage elements,and the restriction of the territorial man-agement system,Chinese linear cultural heritage has long faced the dissonance between the inheritance of its holistic value and the fragmented communication of its sectional tourismification.The existing studies have not paid enough attention to the multi-level val-ue communication effect and its influencing factors of linear cultural heritage tourism communication,making it difficult to provide an effective theoretical reference for solving its practical contradictions.Therefore,this study takes the linear cultural heritage of the Great Wall as an example and uses the content analysis to explore the characteristics and influencing factors of its multi-level value communication effect in the context of sectional tourismification.The results are as follows.(1)At the cognitive level,tourists'cog-nition of the Great Wall values takes the aesthetic value,historical value and spiritual value as the core layer,and the scientific value and social value as the auxiliary layer,which are mainly related to the cultural landscape and literary aesthetic value,historical witness and symbolic value,as well as national spirit and patriotic spirit.(2)At the attitude level,tourists'heritage identity of the Great Wall is mainly individual hero identity and national identity,while the cultural identity is weak,which is mainly affected by its aesthetic value,historical value,and spiritual value.(3)At the behavioral level,tourists'loyalty to the Great Wall is mainly based on the in-tention of recommending and revisiting the Great Wall,which is mainly affected by its aesthetic value,historical value,and tour guide services;However,their behavioral intention to visit other Great Wall heritage sites is generally weak,which is related to the unrea-sonable spatial design of the Great Wall tourism routes,the low cost performance of tickets and incomplete value communication.In terms of research significance,this study not only innovates and enriches the research tools and content of the effect of the value communication effect of linear heritage tourism in the context of tourismification but also has important practical implications for its holistic value dissemination and tourism utilization.
Linear Cultural Heritagethe Great Walltourismificationheritage valuecommunication effect
万方数据
维普
