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

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。

This paper,from the perspective of promoting teenagers'understanding and recognition of intangible cultural heritage,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 perceived value and the communication effect of intangible cultural heritage;the perceived value plays a mediating role between interactive behavior and communication effect partially;and cultural identity has a moderating effect on the relationships of"interaction 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 theory,and provides theoretical basis and strategic guidance for the communication of intangible cultural heritage and the cultivation of cultural identity.