Research On Perception Of Cultural Heritage Threat,Social Responsibility And Willingness To Value Co-creation

Cultural heritage is facing a "survival" crisis,and half of China’s heritage is required to submit a protection status report by the World Heritage Committee.The Chinese government has made continuous efforts in legislation and policies,issuing policies and plans for the protection of cultural heritage.The "two sessions" clearly proposed strengthening the protection and inheritance of cultural relics and cultural heritage.The digital economy empowers the protection of cultural heritage,and the public becomes the main force in the protection of digital cultural heritage.The "Digital Donor" cultural heritage protection and co creation activity created by Dunhuang Research Institute breaks through different circles of people in different content forms,allowing the public to participate in co creation without leaving home,achieving cultural heritage protection,and promoting the continuous creative transformation and innovative development of cultural heritage inheritance and protection in the process of integrating into the construction of digital China.In order to further stimulate tourists’ co creation behavior in cultural heritage protection and promote the process of national cultural heritage protection,this study uses the CAC model theory,protection motivation theory,and social cognition theory as theoretical foundations to explore the relationship between cultural heritage threat perception,tourists’ social responsibility,and value co creation willingness.Through the questionnaire experiment method and mathematical statistics method to carry out the experiment and collect data,research and analyze the experimental data.The empirical analysis of this study was conducted through a set of pre experiments and two formal experiments,and the collected data was analyzed.The following main conclusions were drawn:Firstly,the perception of cultural heritage threats can positively predict the value co creation aspirations of tourists.The greater the degree to which tourists perceive cultural heritage as threatened,the stronger their willingness to participate in value co creation.The second tourist’s sense of social responsibility completely mediates the relationship between the perception of cultural heritage threats and the willingness to co create values.The perception of cultural heritage threats has a significant positive impact on tourists’ sense of social responsibility,and tourists’ sense of social responsibility has a significant positive impact on their willingness to participate in value coexistence.Similarly,the greater the degree to which tourists perceive cultural heritage as threatened,the stronger their sense of social responsibility and willingness to participate in value co creation.Thirdly,external incentives play a moderating role between the perception of cultural heritage threats and the willingness to co create values.When tourists perceive the same level of threat,compared to honor incentives,their willingness to participate in value co creation is stronger when they receive monetary incentives.Based on the research results of three rounds of experiments,this article proposes several management suggestions on how to motivate tourists to participate in value creation.On the one hand,it is necessary to enhance tourists’ threat perception,so that tourists can more intuitively and clearly understand the reality of various threats to China’s cultural heritage,and stimulate their inherent sense of social responsibility.On the other hand,the government and enterprises actively establish a platform for co creation,providing tourists with opportunities and ways to participate in co creation,providing suggestions and wisdom for the protection of cultural heritage.Finally,it is necessary to flexibly grasp different forms of incentives to stimulate the value creation potential of tourists...