游客目的地非遗认同:概念、要素与实证检验

Definition,Dimension,and Empirical Test of Tourists’Intangible Cultural Heritage Identity of Tourism Destinations

基于文化间性理论,以土族盘绣为案例,通过混合研究方法探索游客目的地非遗认同的概念、要素和量表。结果表明:(1)游客目的地非遗认同是游客非遗旅游体验后对目的地非遗文化的认知、理解、评价和行为实践。(2)游客目的地非遗认同主要包括非遗文化价值认知、非遗文化积极评价和非遗保护行为意愿3个要素,构建了“价值认知—积极评价—行为意愿”理论模型。(3)游客目的地非遗认同量表包含历史价值认知、精神价值认知、符号价值认知、审美价值认知、经济价值认知、积极评价和行为意愿7个维度27个题项,量表整体结构良好,具有较好的稳定性和适切性。本研究为科学测量和提升游客目的地非遗认同提供了新视角,部分回应了增强人民群众非遗认同的现实需求。

Based on the intercultural theory,this paper explores the concept,elements and scale of tourists’intangible cultural heritage identity of tourism destinations(TIHD)through mixed research methods,taking the PanXiu of Tu Nationality as a case.The results show that:(1)TIHD refers to the tourists’cognition,understanding,evaluations,and behaviors of the intangible cultural heritage of tourism destinations after their experiences.(2)TIHD recognition mainly includes three elements:the recognition of intangible cultural heritage values,the positive evaluations of intangible cultural heritage and the behavioral intentions of intangible cultural heritage protection.The theoretical model of“value cognition,positive evaluation and behavioral intention”is constructed.(3)TIHD scale contains 27 items in 7 dimensions including historical value cognition,spiritual value cognition,symbolic value cognition,aesthetic value cognition,economic value cognition,positive evaluation and behavioral intention.The overall structure of the scale is good,and it has good stability and suitability.This study opens an avenue to measure TIHD scientifically and partially responds to the need of enhancing peoples’intangible cultural heritage identity.