旅游景区推广活动对公共文化认知的影响研究——以西塘古镇为例  

Astudy on the influence of tourist attraction promotion activities on public cultural cognition——Acasestudy of Xitang Ancient Town

作　　者：李丹[1] Li Dan(School of Public Administration,Xinjiang University of Finance and Economics,Urumqi 830012)

机构地区：[1]新疆财经大学公共管理学院,乌鲁木齐830012

出　　处：《北方经贸》2025年第4期137-143,共7页Northern Economy and Trade

摘　　要：本研究以中国著名的西塘古镇为案例,探讨了旅游景区推广活动对公共文化认知的影响。研究采用回归分析方法,考察了推广质量、推广频率和推广范围作为自变量,游客的公共文化认知作为因变量,同时分析了推广活动参与度的中介作用以及当地文化教育资源投入程度的调节作用。结果显示,推广质量和频率对提升公共文化认知有显著正面影响,而推广范围的影响却不显著。推广活动参与度在推广质量、频率与公共文化认知之间起到了部分中介作用,而文化教育资源的投入程度强化了推广活动的效果。这些发现为旅游景区的有效推广策略提供了理论和实践上的指导。This study explores the impact of tourist attraction promotion activities on public cultural cognition,taking the famous Xitang Ancient Town in China as a case study.By using regression analysis method,the study examined the promotion quality,frequency and scope as independent variables,and tourists'public cultural cognition as dependent variables,and analyzed the mediating role of promotion activity participation and the moderating role of local cultural and educational resource input.The results show that the quality and frequency of promotion have significant positive effects on the promotion of public cultural cognition,but the impact of the scope of promotion is not significant.The participation of promotion activities plays a part of mediating role between promotion quality,frequency and public cultural cognition,and the input degree of cultural and educational resources strengthens the effect of promotion activities.These findings provide theoretical and practical guidance for effective promotion strategies of tourist attractions.

关 键 词：旅游景区推广 公共文化认知 西塘古镇 

分 类 号：F590[经济管理—旅游管理]