当非物质文化遗产遇上现代化--加入现代化元素的中国戏曲能否吸引年轻观众?

IF 10.9 1区 管理学 Q1 ENVIRONMENTAL STUDIES
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引用次数: 0

摘要

尽管以非物质文化遗产(ICH)为核心的节庆活动仍然是旅游目的地的重要吸引力,但中国戏曲的持久吸引力却在显著下降。本研究运用认知评价理论,探讨为传统戏曲注入现代化元素是否会吸引年轻的节日游客。研究 1 采用混合方法,产生了八个维度(即动作、服装、灯光、化妆、音乐、剧本、故事和场地)和 41 个项目,用于测量中国戏曲的现代化属性。研究 2 是在一次演出《贵妃醉酒》的沉浸式中国歌剧节期间进行的,发现了中国歌剧的多种现代化属性对新奇感、享受感、满意度和忠诚度的连续影响。耐人寻味的是,无论参与者的主观知识如何,这种影响仍然很强。研究 3 通过访谈和生理数据得出的解释性证据对上述发现进行了补充。这项研究加深了我们对年轻游客如何根据混合测量来评价非物质文化遗产现代化的理解,并扩展了有关非物质文化遗产节庆的文献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
When intangible cultural heritage meets modernization–Can Chinese opera with modernized elements attract young festival-goers?

Although festivals centered around intangible cultural heritage (ICH) remain pivotal attractions for tourism destinations, the enduring appeal of Chinese opera experiences a significant decline. This research investigates whether imbuing traditional Chinese opera with modernized elements would attract young festival-goers, applying cognitive appraisal theory. Study 1 utilizing a mixed method generated eight dimensions (i.e., action, costume, lighting, makeup, music, script, story, and venue) and 41 items for measuring modernized attributes of Chinese opera. Study 2, conducted during an immersive Chinese opera festival performing “The Drunken Concubine”, discovered sequential effects of multiple modernized attributes of Chinese opera on perceived novelty, enjoyment, satisfaction and loyalty. Intriguingly, this impact remains robust irrespective of attendees’ subjective knowledge. Study 3 supplements these findings with interpretative evidence derived from interviews and physiological data. The study advances our understanding of how young visitors evaluate modernization of ICH based on hybrid measures and extends the literature on ICH festivals.

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来源期刊
Tourism Management
Tourism Management Multiple-
CiteScore
24.10
自引率
7.90%
发文量
190
审稿时长
45 days
期刊介绍: Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.
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