The Relationship Between Motivation for Folk Culture Tourism and Cultural Identity: A Case Study of Xiangju in the South of Fujian

The relationship between the motivation for folk culture tourism and cultural identity is explored using tourism satisfaction as an intermediary. The questionnaire survey is conducted with tourists who visited Xiangju in the South of Fujian. The following results are obtained. First, the motivation for folk culture tourism is positively correlated with tourism satisfaction and cultural identity. Second, tourism satisfaction is positively correlated with cultural identity. Third, the tourism satisfaction partially mediates the relationship between the motivation for folk culture tourism and cultural identity. This conclusion not only deepens the understanding of the relationship between the motivation for folk culture tourism and cultural identity, enriches the relevant theoretical research, and helps to promote the folk culture development of tourism destinations.