20 世纪以来，伴随着文化的商品化与普通化，人们对文化遗产旅游活动的 兴趣逐渐产生。在文化旅游迅速发展的大背景下，非物质文化遗产旅游也随之兴 起，并越来越受到游客的喜爱。对于非物质文化遗产这类文化旅游资源来说，其 保护和传播如果没有游客的参与，将很难实现可持续发展。而形象是游客在旅游 决策过程中的一个非常重要的概念，影响着游客的主观意识和对旅游活动的选择。 基于此背景，探讨非遗形象对游客文化认同的影响有十分重要的现实和理论意义。 研究以符号互动理论和认同理论为基础，运用定量研究方法，以探索和验证 非遗形象对文化接触、感知价值和文化认同的影响，并探索和验证文化接触和感 知价值对文化认同的影响，同时分析了文化智力在非遗形象和文化接触、在文化 接触和文化认同之间的调节作用。研究在四川省成都市的锦江剧场和蜀风雅韵两 个川剧表演场所进行了实地调研，共回收了 561 份有效样本，并对数据进行分析。 研究发现：（1）非遗形象、文化接触、感知新奇价值、感知情感价值和感知社 会价值均对游客文化认同的产生有显著的积极的影响；（2）非遗形象对文化接 触、感知质量价值和感知经济价值存在显著的积极的影响；（3）文化接触在非 遗形象和感知价值之间、在非遗形象和文化认同之间具有显著的中介作用，感知 价值在非遗形象和文化认同之间、在文化接触和文化认同之间具有显著的中介作 用；（4）元认知文化智力和认知文化智力在非遗形象与文化接触的关系中存在 负向调节效应。 本研究认为，游客对非遗文化认同的产生需要目的地非遗旅游的开发者和经 营者，以及游客自身的共同作用。据此，研究提出：第一，地方政府和旅游企业 应当以地域文化为基础，建构和完善非物质文化遗产的独特形象；第二，地方政 府和旅游企业应多渠道的推广和宣传非遗形象，增加游客了解非遗文化的渠道， 提升游客接触非遗文化的意愿；第三，要推动游客积极参与到非遗旅游中，一次 独特的非遗旅游体验，不仅可以使游客对旅游地十分难忘，而且可以让游客向其 他人传播所体验到的文化，进而实现保护和传播非遗文化的目的。 关键词：非遗形象；文化接触；感知价值；文化认同；川剧III Abstract Since the 20th century, with the commercialization and popularization of culture, people's interest in cultural heritage tourism activities gradually emerged. In the context of the rapid development of cultural tourism, intangible cultural heritage tourism has also emerged and become more and more popular with tourists. For cultural tourism resources, such as intangible cultural heritage, it is difficult to achieve sustainable development without the participation of tourists in the protection and dissemination. Image is a very important concept in the decision-making process of tourism, which affects tourists' subjective consciousness and their choice of tourism activities. Based on this background, it is of great practical and theoretical significance to explore the influence of image of intangible cultural heritage on tourists' cultural identity. The research is based on symbolic interaction theory and identity theory, adopts empirical research paradigm, and collects and analyzes data based on questionnaires to explore and verify the impact of the image of intangible cultural heritage on cultural contact, perceived value, and cultural identity, and explore and verify the impact of cultural contact and perceived value on cultural identity. At the same time, it analyzes the moderating role of cultural intelligence between the image of intangible cultural heritage and cultural contact, and between cultural contact and cultural identity. The study conducted field investigations at two Sichuan opera performance venues, Jinjiang Theater and Shufengyayun Theater, in Chengdu, Sichuan Province, and 561 valid samples were recovered, and the data were analyzed based on structural equation model and regression analysis. This study found that: (1) image of intangible cultural heritage, cultural contact, perceived novelty value, perceived emotional value, and perceived social value all have significant positive effects on the cultural identity of tourists; (2) the image of intangible cultural heritage has a significant positive impact on cultural contact, perceived quality value and perceived economic value; (3) cultural contact has a significant mediating role between image of intangible cultural heritage and perceived value, between image of intangible cultural heritage and cultural identity, perceived value has a significant mediating role between the image of intangible cultural heritage and cultural identity, and between cultural contact and cultural identity; (4) metacognitive cultural intelligence and cognitive cultural intelligence have a negative moderating effect on the relationship between image of intangible cultural heritage and cultural contact.IV This study holds that the development of tourists' cultural identity to intangible cultural heritage requires the co-action of the developers and operators of intangible cultural heritage tourism, as well as tourists themselves. Based on this, the study puts forward: first, local governments and tourism enterprises should build and improve the unique image of intangible cultural heritage based on regional culture; second, local governments and tourism enterprises should promote and publicize the image of intangible cultural heritage through multiple channels, increase the channels for tourists to understand intangible cultural heritage, and enhance tourists' willingness to contact intangible cultural heritage; thirdly, tourists should be encouraged to actively participate in intangible cultural heritage tourism. A unique intangible cultural heritage tourism experience can not only make tourists unforgettable to the destination, but also allow tourists to spread the culture they have experienced to others, so as to achieve the purpose of protecting and spreading intangible cultural heritage. Key words: Intangible cultural heritage image; Cultural contact; Perceived value; Cultural identity；Sichuan OperaI 目录 第 1 章 引言........................................................1 1.1 研究背景......................................................1 1.1.1 现实背景..................................................1 1.1.2 理论背景..................................................2 1.2 研究问题......................................................3 1.3 研究目的与意义................................................4 1.3.1 研究目的..................................................4 1.3.2 研究意义..................................................4 1.4 研究内容与框架................................................5 1.4.1 研究内容..................................................5 1.4.2 论文章节安排..............................................5 1.5 研究方法......................................................6 1.5.1 文献研究法................................................6 1.5.2 案例研究法................................................6 1.5.3 问卷调查法................................................6 1.5.4 数理统计分析法............................................7 1.6 研究思路与技术路线图..........................................7 1.7 研究的可能创新之处............................................7 第 2 章 文献综述与理论依据...........................................9 2.1 国内外相关研究综述............................................9 2.1.1 非物质文化遗产与传统戏剧类非物质文化遗产 ..................9 2.1.2 非遗形象.................................................10 2.1.3 文化接触.................................................11 2.1.4 感知价值.................................................12 2.1.5 文化认同 .................................................13 2.1.6 文化智力 .................................................14 2.2 理论基础 .....................................................16 2.2.1 符号互动理论 .............................................16 2.2.2 认同理论 .................................................16 第 3 章 研究设计....................................................19II 3.1 研究变量界定.................................................19 3.1.1 非遗形象(Image of Intangible Cultural Heritage)..........19 3.1.2 文化接触(Culture Contact)................................19 3.1.3 感知价值（Perceived Value）..............................19 3.1