数字化时代民俗营销对游客文化认同的影响研究

Research on the Influence of Folk Marketing on Tourist Cultural Identity in the Digital Age

摘要: 数字化时代，信息技术的迅猛发展为民俗文化的传播与营销提供了全新的平台和机遇。旅游成为了人们生活中不可或缺的一部分，而民俗文化作为旅游体验中的重要组成部分，其独特的魅力和深厚的文化底蕴吸引着越来越多的游客。本文聚焦于华东地区影响力较大的龙华庙会，构建了游客参与、情感体验和文化认同的关系模型，研究发现：数字化时代游客情感体验的中介效应在游客参与同文化认同的关系上起着重要的作用。因此，得出在数字化时代情感是传递认同的途径之一，游客通过参与民俗活动与旅游地产生情感联系，即文化认同。并根据验证结果为旅游目的地如何在数字化时代进行民俗营销，提升旅游体验提供针对性建议。

Abstract: In the digital age, the rapid development of information technology provides a new platform and opportunity for the communication and marketing of folk culture. Tourism has become an indispensable part of people’s life, and folk culture, as an important part of the tourism experience, has attracted more and more tourists with its unique charm and profound cultural heritage. This paper focuses on the influential Longhua Temple Fair in East China, and constructs a relationship model between tourist participation, emotional experience and cultural identity. The research finds that the intermediary effect of tourists’ emotional experience in the digital age plays an important role in the relationship between tourists’ participation and cultural identity. Therefore, it is concluded that in the digital age, emotion is one of the ways to convey identity, and tourists participate in folk activities, that is, cultural identity. According to the verification results, it provides targeted suggestions for how to carry out folk marketing of tourism destinations in the digital age and improve the tourism experience.