被看见的文化：非遗旅游目的地形象感知与宣传引导策略研究

打开文本图片集

中图分类号：F592.7 文献标识码：A 文章编号：1004-0714（2025）10-0136-04

Visible Culture:A Study on the Image Perception and Guidance Strategies of Intangible Cultural

HeritageTourism

Destinations

JINGXiuli,ZHANGYayi (ShenzhenTourismCollege,JinanUniversity5l8o53,Shenzhen,Guangdong,China）

Abstract:Drawing on gaze theory，this research examines thediscrepancy between theofficial projectedimage of intangible cultural heritage tourism destinations and the image perceived by tourists.It investigates thepotentialutilization of short-form video content asamedium for establishing and enhancing the destinationimage.Thisinvestigation employed text analysisandRosTcM6software to conduct word frequency analysis and extract field keywords.Additionally,a comparative sentiment analysis was performed on textual data derived fromonline tourist reviews with official promotional materials published by tourism organizations regarding intangible cultural heritage tourism sites in Zhejiang Province.The findings of this investigation revealed the following:First，High-frequency lexical items in projection predominantly pertained to thepreservationand transmissionof intangiblecultural heritage,whereas high-frequencylexical items in perception primarily encompassed aesthetics and travel intentionality.Second,Tourists generally exhibited positive affective responses toward intangiblecultural heritage tourism experiences with minimal negative sentiment expressions reflecting concerns regarding the gradual disappearance of cultural practices,excessive pricing of artisanal handicrafts and insuficient opportunities for authenticexperiential engagement.Third，A four-quadrant“projection-perception” image differential model was constructed，facilitating a classification optimization strategy based on thedifference analysis of the official propaganda projected image andthe tourists’perceived image.It is expected toenrich the research onthe image promotionofintangiblecultural heritagetourismdestinationsandexpand strategicthinkinginthefieldof cultural inheritance and tourist perception of intangible cultural heritage tourism.

Keywords:Intangible Cultural Heritage;Tourism Destination;Image Perception;Gaze Theory

一、引言

非物质文化遗产（以下简称“非遗”）是中华优秀传统文化传承的生动见证，在赓续中华优秀传统文化基因中起到了重要作用。（剩余7845字）