The Study on the Impact of Museum Tourism on Visitors’ Cultural Identity

This study explores the impact of museum tourism on visitors’ cultural identity. Through a questionnaire survey and in-depth interviews with 600 visitors from three museums in Guangdong Province, combined with SPSS 26.0 data analysis, it is found that the immersion, education, and interactivity dimensions of museum tourism experience are significantly positively correlated with visitors’ cultural identity (P<0.01), among which the standardized path coefficient of interactivity experience reaches 0.421, showing the most prominent impact. The research provides empirical evidence for museums to optimize their cultural communication functions and suggests enhancing visitors’ cultural identity construction from three levels: scenographic exhibition design, digital interactive development, and cultural IP derivatives.