ECOTOURISM ›› 2022, Vol. 12 ›› Issue (4): 566-580.doi: 10.12342/zgstly.20220076

• Heritage Tourism • Previous Articles     Next Articles

The influence of tourism experiential value of Maritime Silk Road on tourists’ cultural dissemination behavior

Zeng Yanfang1,2(), Gan Mengyu1,2,*(), Li Shuni1, Jiang Qian1,2, Zhu Liwei1,2   

  1. 1. College of Culture Tourism and Public Administration, Fujian Normal University, Fuzhou 350117, China
    2. The Higher Educational Key Laboratory for Smart Tourism of Fujian Province, Fuzhou 350117, China
  • Received:2022-05-16 Revised:2022-08-13 Online:2022-08-28 Published:2022-10-09
  • Contact: Gan Mengyu;


Tourism is an important carrier of culture and tourists are the main body of culture dissemination. Based on Appraisal theory of Emotion and Social Identity theory, this paper constructs a theoretical model in which the relationship between Maritime Silk Road cultural tourism experiential value and tourists’ cultural dissemination behavior are mediated by national pride and cultural identity. Research results show that the functional value and symbolic value of tourism experience influence tourists’ cultural dissemination behavior through national pride and cultural identity. The collective identity cognition that tourists gained in the tourism experience induced national pride, which assists the establishment of emotional connections between the maritime cultural symbols and the national collective memory, thus formed the culture identity. Driven by national pride and cultural identity, tourists converted the high emotional energy into cultural dissemination behaviors. The more national pride and cultural identity tourists experience, the more likely they are to disseminate culture, and the cultural dissemination behavior in turn strengthens their group identity. Therefore, by enhancing the elements and highlighting the achievements of the Maritime Silk Road culture, the destinations will achieve the goals of the improvement of tourists’ experiential value, the enhancement of their national pride and cultural identity, as well as the promotion of the cultural dissemination behavior.

Key words: tourism experiential value, cultural heritage, pride, cultural identity, cultural dissemination, Maritime Silk Road