The Quality Evaluation And Embodied Obstacles Of Tourism Experience Of Intangible Cultural Heritage Based On Embodied Cognition Theory

As an important part of China’s traditional culture,intangible cultural heritage carries the essence of excellent traditional culture and is the"living"expression of national aesthetics and national personality.At present,tourism has become an effective way to meet people’s growing demand for a better life,broadening the channels for the dissemination of intangible cultural heritage and opening up an important path for it to"come alive".The in-depth integration of intangible cultural heritage and tourism is not only an important link to promote the exploitation,inheritance and promotion of intangible cultural heritage resources,but also an innovative way for tourists to gain cultural experience,reserve cultural knowledge and improve cultural literacy during their trips,and enhancing their cultural self-confidence and national pride.As the smallest spatial unit,the body plays a fundamental role in the transmission and promotion of intangible cultural heritage.As a kind of intangible"physical heritage",intangible cultural heritage is tangibly displayed through the medium of the inheritor’s body,and tourists receive this intangible culture heritage through the medium of the tangible body in the process of tourism experience.Tourism is essentially a process of physical practice,and the tourism experience is embodied,and the physical changes of tourists can directly reflect the quality of intangible cultural heritage tourism experience.Studying the quality of intangible cultural heritage tourism experience under the guidance of embodied cognition theory is conducive to an in-depth analysis of tourists’physical changes and emotional needs during the intangible cultural heritage experience process,and provides an important basis for intangible cultural heritage destinations to provide tourists with high-quality tourism experience products.This study takes the tourists of Rongchang pottery as the research object,uses the field survey and online distribution of questionnaires and field interview results in Antao town,Chongqing as the data source,constructs the evaluation index system of intangible cultural heritage tourism experience quality,integrates the literature analysis,AMOS statistical analysis,PCI₂method,and qualitative analysis to comprehensively analyze the tourists’overall intangible cultural heritage tourism experience quality,as well as to explore the physical obstacles in the intangible cultural heritage tourism experience.（1）An index system for evaluating the quality of intangible cultural heritage tourism experience consists of physical experience dimensions（proprioception,multisensory perception,kinesthesia,bodily sense）,perceptual experience dimensions（intangible heritage itself,intangible heritage inheritors,intangible heritage service personnel,intangible heritage tourists,knowledge acquisition,social identity,cultural confidence,protection and inheritance）and contextual experience dimensions（natural environment,architectural style,cultural atmosphere,transportation and communication,food experience,entertainment experience,shopping experience）19 indicators in three dimensions.（2）Tourists generally agree with the quality of intangible cultural heritage tourism experience.The average score of tourists on the quality of intangible cultural heritage tourism experience in Antao town is 0.79 points,and the overall recognition is relatively high.Among them,tourists rated the perceptual experience dimension the highest,followed by the contextual experience,and the physical experience the lowest.In terms of each indicator,12out of 19 indicators scored above 0.7,with the top approval ratings being cultural confidence,awareness of preservation and inheritance,natural environment and entertainment experience;7 indicators scored below 0.7,with the low approval ratings being the four indicators of intangible cultural heritage tourists,multisensory perception,proprioception and kinesthesia.（3）There are great internal differences among tourists on the evaluation of the quality of intangible cultural heritage tourism experience.The value of the second-generation Potential Conflict Index（PCI₂）fluctuates greatly（0.19-0.57）,indicating greater internal disagreement among visitors.Among them,the highest degree of internal variation was found in physical experience,followed by contextual experience,and the least variation was found in perceptual experience;among the 19 indicators,the four indicators of proprioception,multisensory perception,kinesthesia,and body sense had high PCI₂values and large disagreement,while the three indicators of entertainment experience,architectural style,and cultural confidence had the lowest PCI₂values and the least internal disagreement.The degree of internal disagreement of the three dimensions of the evaluation index system showed a negative correlation with the scores in general,with the lower the score,the higher the degree of disagreement.（4）Intangible cultural heritage tourism experience mainly has physical obstacles,cultural obstacles,infrastructural obstacles,time obstacles and numerical obstacles,and these five specific physical obstacles together affect the quality of tourists’tourism experience.At the same time,tourists have more physical obstacles,on the one hand because intangible cultural heritage tourism cannot fully mobilize tourists’physical motivation and initiative,and on the other hand because tourists are more concerned about the changes in the outside world and less sensitive to the changes in their own bodies.Based on the evaluation of tourists’experience quality and the analysis of embodied obstacles,Antao town should improve the quality of intangible cultural heritage tourism experience from the following aspects,so as to achieve the embodiment of tourists’tourism experience:Enrich the experience items to enhance physical participation;Explore the connotation of intangible cultural heritage to promote high-quality tourism;Strengthen tourism marketing to enhance tourism visibility;Improve service facilities to enhance the quality of hardware experience;Prepare tourism planning and strengthen top-level design.