CULTURAL-TRANSACTION RECODING MODEL: CULTURAL PREMIUM AND COMMERCIALIZATION TRANSFORMATION IN GASTRONOMIC TOURISM

This study constructs the Cultural-Transaction Recoding Model (CTRM) based on consumer perceived value, exploring the formation mechanism of "cultural premium" and its commercialization transformation path in Silk Road gastronomic tourism. Through questionnaire surveys and case studies of tourists in Samarkand and Xi'an, the research finds that cultural symbols, emotional resonance, and authenticity perception significantly affect tourists' willingness to pay premium prices. This paper proposes that cultural premium is not solely determined by cultural resources themselves, but is transformed into market-accepted transactional value through the influence of four mechanisms: semantic recoding, identity embedding, scarcity framing, and interactive institutionalization. Based on this, the study further proposes a dynamic market segmentation model, providing theoretical support for the commercialization of intangible cultural heritage and offering practical guidance for the sustainable development of the cultural tourism industry.