Interactive Ceremony Chain of Hanfu Culture and Tourism Industry in the Digital Age - Taking Xi'an Hanfu Culture and Tourism as an Example

This study explores how cultural tourism enhances cultural identity through interaction ritual chains and self-congruity theory. It examines how tourists’ self-concepts align with destination images, focusing on emotional experiences, behaviors, and social dynamics at heritage sites. Through in-depth interviews with 10 tourists, the research identifies factors that influence loyalty, satisfaction, and cultural identity. Using a mixed-methods approach with qualitative interviews and thematic analysis, the study shows how interaction rituals and emotional energy shape tourists' experiences and collective identity. This research offers new insights into destination branding, self-image congruence, and cultural engagement in cultural tourism.