自贡市富顺县居民对非遗的认知现状和态度的研究

Research on the Cognitive Status and Attitude of Residents of Fushun County, Zigong City to Intangible Cultural Heritage

摘要: 目的：了解自贡市富顺县居民对非遗的认知现状和态度的研究。方法：在自贡市富顺县以本地居民及在富顺县工作、求学、旅游的外地居民为调查对象，采取问卷调查法收集到240份有效问卷。结果：对自贡市非遗文化了解及以上程度的居民占74.2%，对龚扇、扎染技艺认知度相对较低；多数居民对非遗文化的前景持乐观态度，但其对非遗文化的关注度和主动参与性不高；不同职业、不同户籍的居民对非遗文化的认知度上具有统计学差异；年龄、职业、主动参与性、关注度、非遗产品的经济价值感知影响非遗产品的购买意愿；居民的性别、文化程度、户籍、兴趣度、宣传意愿、社会价值感知不影响非遗相关产品购买意愿。结论：文章基于问卷调查数据，实证分析了认知度和购买意愿的影响因素，在提升居民认知度和购买意愿方面具有启示作用。

Abstract: Objective: To understand the research on the cognitive status and attitudes of residents in Fushun County, Zigong City towards intangible cultural heritage. Methods: In Fushun County, Zigong City, local residents and non-local residents who work, study and travel in Fushun County were the survey objects, and 240 valid questionnaires were collected by means of a questionnaire survey. Results: 74.2% of the people had an understanding of the intangible cultural heritage culture in Zigong City or above, and their awareness of Gong fan and tie-dyeing skills was relatively low; most people were optimistic about the prospect of intangible cultural heritage culture, but they were optimistic about intangible cultural heritage culture. The degree of attention and active participation is not high; there are statistical differences in the awareness of intangible cultural heritage culture among people of different occupations and household registrations; age, occupation, active participation, attention, and economic value perception of intangible cultural heritage products affect Intention to buy intangible cultural heritage products; people’s gender, educational level, household registration, interest, publicity willingness, and social value perception do not affect intangible cultural heritage related product purchase intention. Conclusion: Based on the questionnaire survey data, this paper empirically analyzes the influencing factors of awareness and purchase intention, which has a revelatory effect on improving people’s awareness and purchase intention.