A Study on the Influence of Cultural Heritage Tourism Perception on the National Tourism Image and Cultural Identity of Overseas Chinese Youth

Abstract

This study explores the influence of cultural heritage tourism perception on China's tourism image. It analyzes the role of the spiritual bond established between overseas Chinese youth and the motherland during their visit to the cultural heritage sites in China. This study constructs a theoretical model with 350 overseas Chinese youth as samples based on the identity theory, Stimulus-Organism-Response (S-O-R) theory, and Howard-Sheth model. The results show that cultural heritage tourism perception directly and positively promotes cultural identity among overseas Chinese youth. It is also indirectly and positively associated with their cultural identity through enhancing the tourism image. Cultural intelligence plays a positive moderating role between cultural heritage tourism perception and cultural identity. The results provide significant implications for developing cultural heritage tourism and cultural communication.

Citation

Zhang, H., Wang, J. and Shen, H. (2023), "A Study on the Influence of Cultural Heritage Tourism Perception on the National Tourism Image and Cultural Identity of Overseas Chinese Youth", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 19), Emerald Publishing Limited, Leeds, pp. 83-106. https://doi.org/10.1108/S1745-354220230000019005