A Study on the Impact of Intangible Cultural Heritage Tie-dye Experience on Tourism Destination Image Shaping: Take Dali Zhoucheng as an Example

DOI: https://doi.org/10.62517/jtm.202413404

Author(s)

Linjie Xu, Qi Yang*

Affiliation(s)

School of Geographical Science and Tourism, Zhaotong University, Zhaotong, Yunnan, China *Corresponding Author.

Abstract

The image of a tourist destination shows the history, culture, and temperament of the destination, which is the key to attract tourists. Based on CIS theory, this study investigates the influence of the Chinese intangible cultural heritage tie-dye experience on the image shaping of Zhoucheng tourism destination from three dimensions: mind image recognition (MI), visual image recognition (VI), and behavioral image recognition (BI). The results of this study show that the tie-dye immersion experience is conducive to shaping cultural visual and behavioral images, but the mind image shaping of historical and artistic values is still insufficient; the tie-dye experience is conducive to shaping the image of Zhoucheng as a tourist destination, which is mainly embodied in the identification of visual and behavioral images; the shaping and promotion of the mind image of Zhoucheng and destinations related to its historical heritage is not in place, and it still needs to be continuously strengthened to enhance the attractiveness of Dali Zhoucheng's attractiveness and core competitiveness in the tourism market.

Keywords

Tourism Destination Image Building; CIS Theory; Tie-dye Experience; Dali Zhoucheng

References

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