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Factors Influencing the Tourism Experience of Intangible Cultural Heritage of Drama—Taking Kunqu Opera as an Example

DOI: 10.12677/MOM.2022.121001, PP. 1-8

Keywords: 非遗,旅游体验,扎根理论
Intangible Cultural Heritage
, Tourism Experience, Grounded Theory

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Traditional drama accounts for a large proportion in China’s Intangible Cultural Heritage (ICH). However, despite its unique artistic expression, it is difficult to survive under the impact of modern commercial civilization. The author uses Octopus to crawl web texts related to Kunqu opera tourism on Sina Weibo and Mafengwo and collect the effective reviews on the basis of summarizing the literature related to ICH, ICH tourism and tourism experience. After that, NVivo, a qualitative analysis software, is used to analyze the text data based on the grounded theory. Then, a model of factors influencing the tourism experience of intangible cultural heritage of drama is built, which consists of tourists’ personal factors, destination factors, ICH quality, service quality, environmental atmosphere and tourist souvenirs. According to the model, the author provides suggestions for the managers and operators of the intangible cultural heritage resources of drama to help them fully protect and utilize these resources during the process of tourism development.


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