Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to explore how the mental experience of Zigong’s salt-related place name culture impacts visitors' behavioral identity through the mediating roles of cognitive and affective identity. Based on three hypotheses: (1) mental experience has a positive impact on behavioral identity; (2) cognitive identity mediates the relationship between mental experience and behavioral identity; (3) affective identity also mediates this relationship. Data were collected from 555 tourists in Zigong, Sichuan Province, and analyzed using a structural equation model. The results show that mental experience significantly affects behavioral identity, with cognitive and affective identity playing mediating roles. This study offers insights into promoting local tourism and economic development by enhancing cultural identity through mental experiences.
DOI: 10.54097/ewm8nf20
Authors: Wenna Zou, Meng Wan
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4402952798