Abstract
Nanjing Yunjin was included in “the first batch of non-material cultural heritage list in China” in 2006, and the city was also selected as “a list of representatives of human intangible cultural heritage” by the United Nations in September 2009. Nanjing Yunjin is now a scarce tourism resource on the verge of extinction. Carrying out effective cultural tourism development and production, and informing consumers about its cultural connotation are problems worth studying. This study aims to explore and analyze the cultural reproduction process of Nanjing Yunjin in the cultural tourism production-consumption closed-cycle model. Based on the review, the study introduces word cloud tools and explores the cultural production links of heritage by means of narrative analysis, applies quantitative methods to verify the relationship among production, consumption, and reproduction, and finally, constructs the production-consumption impact model of Nanjing Yunjin cultural tourism. Results indicate that the cultural tourism production of Nanjing Yunjin has a significant positive impact on cultural tourism consumption, which, in turn, positively affects cultural reproduction. In addition, cultural tourism production has a significant impact on its cultural reproduction part, and consumption plays a mediating role in the impact of cultural tourism production on its reproduction.
Highlights
Intangible cultural heritage has profound historical and cultural value as a carrier of traditional culture
The objective of this study is to extend the definition of the intangible cultural heritage of Nanjing Yunjin as follows: people of all ethnic groups passing various traditional cultural forms of expression from generation to generation and being regarded as part of Yunjin’s cultural heritage, as well as physical objects and places related to the traditional cultural forms of Yunjin
The results show that the model has a good fit, and the value perception passes through the mediating measurement model of basic knowledge and tourist intention
Summary
Intangible cultural heritage has profound historical and cultural value as a carrier of traditional culture. Statistics show that in the past ten years, the intangible cultural heritage tourism market has experienced a sharp increase, and the culture itself has been in a continuous production-consumption-reproduction process and has evolved in the process [2,3]. Nanjing Yunjin is a typical intangible cultural heritage in China which has high uniqueness. It is the only hand-crafted craft in the Chinese 3000+ years of tapestry history. As such, studying the tourism value of Nanjing Yunjin has important reference significance for intangible cultural heritage tourism. This study discusses how to realize the inheritance and reproduction of intangible cultural heritage resources in the process of the production and consumption of cultural tourism
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