Cultural Resources of Costume, Market Operation, and Cultural Capitalization Role of Cultural Heritage

Abstract

The conspicuous capitalization of costume culture within Chinese ethnic tourism villages is readily discernible. This paper aims to understand the impact of costume culture resources on costume culture capitalization, and to discusses the intermediary role of market operation and the moderate effect of cultural heritage. Using 402 survey valid data from the operators, managers, and practitioners of ethnic tourism villages three ethnic tourism villages (Nangang Millennium Yao Village, Zhaoxing Dong Village, Zhoucheng Bai Village) in China for empirical path analysis, mediation analysis and moderation analysis. The results indicates that clothing cultural resources positively impacts the capitalization of costume culture, and clothing cultural resources is the predictor of market operation, furthermore, the market operation plays a mediating role in the relationship between clothing cultural resources and clothing cultural capitalization. Significantly, cultural heritage positively moderates the impact of clothing cultural resources on the capitalization of costume culture. The research has expanded the internal mechanism of the influence of clothing cultural resources on the capitalization of costume culture, revealing the importance of cultural heritage in achieving the capitalization of costume culture in ethnic tourism villages.