Mechanism Research On Tourism To Promote Cultural Transmission

In 2009, the Ministry of Culture and the National Tourism Administration proposed the first development policy on cultural tourism, "guidance on promoting culture and tourism combined development", which marks the beginning that the government pays attention to the development of cultural tourism.This study uses the theory of management, cultural economics, tourism economics and other relevant disciplines, to divide the transmission process into two stages, namely during tourism experience and after tourism experience, and then makes a series of assumptions for tourism to promote cultural transmission.According to the method of transmission dynamics, this study theoretically analyzes the mechanism of tourism to promote cultural transmission. Also structural equation is used to test some of the assumptions. The main findings are:(1) According to relevant theories of transmission dynamics, two cultural transmission models—SMI model during tourism experience and SIK model after tourism experience, are built. The SMI model contains cultural “susceptibles” and“infectives”. Through sightseeing and interpersonal communication during tourism experience, tourists change from “susceptibles” into “infectives”. SIK model contains cultural ignorants, spreaders and keepers. After tourism experience, tourists become spreaders to disseminate culture, which make their friends, family and others change from ignorants into spreaders. They continue to spread the culture until they become keepers and the culture becomes well-known culture.(2) By structural equation for empirical analysis, this study draws the conclusion that tourists, by sightseeing and communication, can improve their own cultural literacy, and after that they will spread the culture.(3) On the basis of the results of theoretical and empirical analysis, this study proposes feasible suggestions for tourism to promote cultural transmission.