Can Immersive Intangible Cultural Heritage Experiences Enhance Inbound Tourists’ Recognition of Chinese Culture?: From the Perspective of Cross-Cultural Communication
Against the backdrop of the deep integration of culture and tourism in the era of globalization, cross-cultural communication has moved beyond the single narrative model of mass media. Immersive and participatory on-site experience have become a core pathway for shaping cross-cultural perception. Inbound tourists are the primary audience for overseas Chinese cultural communication. Their understanding of Chinese culture is no longer confined to symbolic or surface-level impressions, but has shifted toward deeper identification—one marked by emotional resonance and shared values. Traditional communication of intangible cultural heritage (ICH) mainly relies on performances and exhibitions. However, this mode is constrained by intercultural barriers, such as cultural distance and low interactivity which hinder the overcoming of cognitive gaps rooted in Sino-foreign cultural differences. In contrast, immersive ICH experiences leverage living heritage contexts and hands-on participation, helping to break down linguistic and cultural barriers and cultivating a more holistic perceptual understanding of Chinese culture among inbound tourists.
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