虚实融合的非遗旅游体验对游客文化传承意愿的影响研究

doi:10.12054/lydk.bisu.333

摘要/Abstract

摘要：

虚实融合的非遗旅游通过整合物理场所与数字交互技术创造沉浸式体验，为破解非遗的活态传承、公众参与及可持续传播等核心议题提供了创新路径。文章基于认知-情感-意动理论，引入文化共情和心流体验为中介变量，探索虚实融合的非遗旅游体验对游客文化传承意愿的影响机制。结果表明：（1）虚实融合的非遗旅游体验对游客文化传承意愿具有显著正向影响；（2）文化共情和心流体验对文化传承意愿有显著正向影响；（3）心流体验和文化共情在虚实融合的非遗旅游体验和文化传承意愿之间均发挥链式中介作用。本文丰富了虚实融合旅游相关研究，为非遗旅游数字化项目的开发与设计提供了实践启示。

关键词: 虚实融合; 非遗旅游; 文化共情; 文化传承意愿; 心流体验

Abstract:

Phygital Intangible Cultural Heritage (ICH) tourism, which creates immersive experiences by integrating physical sites with digital interactions, offers an innovative pathway for addressing the core challenges in ICH’s living transmission, public engagement, and sustainable dissemination. Grounded in the Cognitive-Affective-Conative (CAC) theory, this study introduces cultural empathy and flow experience as mediating variables to explore the impact mechanism of phygital ICH tourism experiences on tourists’ cultural inheritance intention. The results indicate the following. First, the phygital ICH tourism experience has a significant positive impact on tourists’ cultural inheritance intention. Second, cultural empathy and flow experience exert significant positive effects on cultural inheritance intention. Third, flow experience and cultural empathy serve as mediators in the relationship between the phygital ICH experience and cultural inheritance intention, forming a significant chain-mediating effect. This study enriches the literature on phygital tourism and provides practical insights into the development and design of digital ICH tourism projects.

Keywords: phygital; Intangible Cultural Heritage tourism; cultural empathy; cultural inheritance intention; flow experience

中图分类号:

吕岑华, 蒋阳阳. 虚实融合的非遗旅游体验对游客文化传承意愿的影响研究[J]. 旅游导刊, 2026, 10(3): 25-51.

LYU Cenhua, JIANG Yangyang. Influence of Phygital Intangible Cultural Heritage Tourism Experience on Tourists’ Cultural Inheritance Intention[J]. Tourism and Hospitality Prospects, 2026, 10(3): 25-51.

图/表 6

参考文献 76

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变量 Variable	题项 Item	因子载荷 Factor loading	Cronbach’s α	AVE	CR
虚实融合的非遗旅游体验 Phygital ICH tourism experiences	PE1. 在这次虚实结合的体验中，我感受到一种真实的感官和谐	0.72	0.88	0.51	0.90
	PE2. 从感官的角度看，这次虚实结合的体验非常有吸引力	0.68
	PE3. 这次虚实结合的体验充分体现了对多感官设计细节的注重	0.70
	PE4. 通过这次虚实结合的体验，我学到了关于非遗的新知识	0.73
	PE5. 这次虚实结合的体验让我对非遗产生有了更深入的见解	0.70
	PE6. 在这次虚实结合的体验中，我以一种愉快的方式学习了非遗知识	0.69
	PE7. 这次虚实结合的体验体现了传承下来的精神	0.72
	PE8. 我有一种置身于原始环境参与了这一仪式的感觉	0.71
	PE9. 在这次虚实结合的体验中，伴随的物品和视觉提示具有仪式感	0.72
心流体验Flow	FE1. 在这次虚实结合的非遗旅游过程中，我全神贯注	0.81	0.77	0.68	0.87
	FE2. 在这次虚实结合的非遗旅游过程中，我感觉自己被完全吸引了	0.83
	FE3. 在这次虚实结合的非遗旅游过程中，我注意力集中，暂时忘记了周围其他事情	0.84
文化共情 Cultural empathy	CE1. 我能体会到这项非遗所蕴含的文化内涵	0.75	0.75	0.57	0.84
	CE2. 我能感受到这项非遗的珍贵和来之不易	0.76
	CE3. 我能够从传承人、匠人或相关社群成员的视角，去感受他们对于这项非遗的情感与态度	0.74
	CE4. 我脑海中可以清晰浮现该非遗在传承或展演时的具体情景	0.78
游客文化传承意愿 Cultural inheritance intention	II1. 我愿意向他人推荐这项非遗	0.71	0.75	0.57	0.84
	II2. 我愿意成为这项非遗的传承人	0.74
	II3. 我愿意参与这项非遗的相关传承活动	0.76
	II4. 我愿意投入时间和金钱来保护和传承这项非遗	0.81

变量 Variable	题项 Item	因子载荷 Factor loading	Cronbach’s α	AVE	CR
虚实融合的非遗旅游体验 Phygital ICH tourism experiences	PE1. 在这次虚实结合的体验中，我感受到一种真实的感官和谐	0.72	0.88	0.51	0.90
	PE2. 从感官的角度看，这次虚实结合的体验非常有吸引力	0.68
	PE3. 这次虚实结合的体验充分体现了对多感官设计细节的注重	0.70
	PE4. 通过这次虚实结合的体验，我学到了关于非遗的新知识	0.73
	PE5. 这次虚实结合的体验让我对非遗产生有了更深入的见解	0.70
	PE6. 在这次虚实结合的体验中，我以一种愉快的方式学习了非遗知识	0.69
	PE7. 这次虚实结合的体验体现了传承下来的精神	0.72
	PE8. 我有一种置身于原始环境参与了这一仪式的感觉	0.71
	PE9. 在这次虚实结合的体验中，伴随的物品和视觉提示具有仪式感	0.72
心流体验Flow	FE1. 在这次虚实结合的非遗旅游过程中，我全神贯注	0.81	0.77	0.68	0.87
	FE2. 在这次虚实结合的非遗旅游过程中，我感觉自己被完全吸引了	0.83
	FE3. 在这次虚实结合的非遗旅游过程中，我注意力集中，暂时忘记了周围其他事情	0.84
文化共情 Cultural empathy	CE1. 我能体会到这项非遗所蕴含的文化内涵	0.75	0.75	0.57	0.84
	CE2. 我能感受到这项非遗的珍贵和来之不易	0.76
	CE3. 我能够从传承人、匠人或相关社群成员的视角，去感受他们对于这项非遗的情感与态度	0.74
	CE4. 我脑海中可以清晰浮现该非遗在传承或展演时的具体情景	0.78
游客文化传承意愿 Cultural inheritance intention	II1. 我愿意向他人推荐这项非遗	0.71	0.75	0.57	0.84
	II2. 我愿意成为这项非遗的传承人	0.74
	II3. 我愿意参与这项非遗的相关传承活动	0.76
	II4. 我愿意投入时间和金钱来保护和传承这项非遗	0.81

异质性-单性状相关性比率Heterotrait-monotrait ratio（HTMT）
	1	2	3	4
1. 文化共情 Cultural empathy
2. 心流体验 Flow	0.727
3. 虚实融合的非遗旅游体验 Phygital ICH tourism experiences	0.847	0.773
4.游客文化传承意愿 Cultural inheritance intention	0.712	0.643	0.662
弗奈尔-拉克特准则Fornelle-Larcker criterion
	1	2	3	4
1. 文化共情 Cultural empathy	0.756
2. 心流体验 Flow	0.552	0.826
3. 虚实融合的非遗旅游体验 Phygital ICH tourism experiences	0.690	0.634	0.708
4. 游客文化传承意愿 Cultural inheritance intention	0.544	0.497	0.545	0.755

异质性-单性状相关性比率Heterotrait-monotrait ratio（HTMT）
	1	2	3	4
1. 文化共情 Cultural empathy
2. 心流体验 Flow	0.727
3. 虚实融合的非遗旅游体验 Phygital ICH tourism experiences	0.847	0.773
4.游客文化传承意愿 Cultural inheritance intention	0.712	0.643	0.662
弗奈尔-拉克特准则Fornelle-Larcker criterion
	1	2	3	4
1. 文化共情 Cultural empathy	0.756
2. 心流体验 Flow	0.552	0.826
3. 虚实融合的非遗旅游体验 Phygital ICH tourism experiences	0.690	0.634	0.708
4. 游客文化传承意愿 Cultural inheritance intention	0.544	0.497	0.545	0.755

研究假设 Hypothesis	路径系数 Path coefficient	t值 t value	结果 Result
H₁：虚实融合的非遗旅游体验→文化传承意愿	0.228***	4.092	成立
H₂：虚实融合的非遗旅游体验→心流体验	0.634***	19.679	成立
H₃：心流体验→文化传承意愿	0.200***	3.332	成立
H₅：虚实融合的非遗旅游体验→文化共情	0.569***	12.656	成立
H₆：文化共情→文化传承意愿	0.276***	4.470	成立
H₈：心流体验→文化共情	0.191***	3.931	成立