Research on the inheritance and market development of Honghe Yi Ethnic cigarette box dance——An empirical analysis based on dual behavioral models
红河彝族烟盒舞传承与市场发展研究——基于双行为模型的实证分析

摘要

红河彝族烟盒舞作为彝族文化的象征，承载历史与精神，在文旅融合背景下其传承与发展备受关注。本研究结合埃亚尔上瘾模型、福格行为模型及统计分析方法，通过文献、问卷和实地研究，剖析烟盒舞市场态势，为其传承创新提供支持。研究发现，云南省消费者对烟盒舞认知度低、兴趣不高，但传承意识强，存在“认知与行为脱节”。针对此，提出五项策略：构建线上线下传播矩阵；推动政产学研协同，纳入教育体系；开发“非遗+国潮”文创产品；建立分层内容供给体系；打造全链条IP模式。研究创新在于将行为模型应用于非遗传承，证实社交酬赏与自我酬赏对用户忠诚度的影响。结果提供了活态传承理论框架，为促进非遗文化转化发展提供参考，强调未来需在文化保护与市场运作间找到平衡以实现可持续发展。

Abstract

Honghe Yi Tobacco Box Dance, as a cultural symbol of the Yi people, embodies historical and spiritual significance, and its inheritance and development have garnered increasing attention within the context of cultural and tourism integration. This study integrates the Eyal's Hook Model and Fogg's Behavior Model with statistical analysis methods, employing literature review, questionnaire surveys, and field research to analyze the market dynamics of the Tobacco Box Dance, thereby providing support for its inheritance and innovation. Findings reveal that consumers in Yunnan Province exhibit low awareness and limited interest in the dance, yet demonstrate strong consciousness regarding cultural inheritance, indicating a "disconnection between cognition and behavior." To address this issue, five strategic measures are proposed: constructing an integrated online-offline dissemination matrix; promoting government-enterprise-education-research collaboration and incorporating the dance into educational curricula; developing intangible cultural heritage (ICH) and "Guochao" (national trend) themed cultural and creative products; establishing a tiered content supply system; and creating a full-industry-chain intellectual property (IP) model. The study's innovation lies in applying behavioral models to ICH inheritance, empirically verifying the impact of social rewards and self-rewards on user loyalty. The results provide a theoretical framework for dynamic cultural preservation and offer reference for promoting the transformation and development of ICH, emphasizing the necessity of achieving a balance between cultural preservation and market mechanisms to ensure sustainable development.