Study on cognitive behavior and psychological motivation factors affecting community members participation in intangible cultural heritage tourism development-a case study of Fenghuang County, Xiangxi prefecture, Hunan province

Fenghuang County in Western Hunan is located in Western Hunan Tujia Autonomous Prefecture, adjacent to Luxi County and Huaihua City, with a total area of 1759 square kilometers. The county has 24 townships and 355 village committees. The population of the county is about 410000, most of which are engaged in agriculture. The population of Fenghuang county is mainly composed of 28 ethnic groups such as Tujia, Han and Miao. The minority population accounts for 75\% of the total population, of which the Miao nationality accounts for 54\% of the total population. It is a very typical agricultural county inhabited by ethnic minorities. Due to the remoteness of Fenghuang County, there is a serious shortage of primary and secondary industries in the county, but it is rich in tourism resources. It is one of the first batch of strong tourism counties in China, a national 4A scenic spot and a national cultural and historical city. With the smooth development and protection of intangible cultural heritage, there are 4556 intangible cultural heritage projects in Fenghuang County, including traditional handicrafts, traditional folk art, traditional drama, traditional medicine, traditional folk art, traditional folk festival customs, etc. The upsurge in the development and protection of intangible cultural heritage in Fenghuang County has driven the hot sales of cultural and tourism products in the county. The production scale of cultural products with the cultural characteristics of Fenghuang County has continued to grow, and some products have developed from traditional handicrafts to large-scale production processes. This process of scenic spots and commercialization has formed a certain degree of integrated industry under the development of private capital, forming today’s tourism development situation. From the perspective of cognitive behavior, individual behavior is an individual’s cognition and response to things in the environment. The current development situation of Fenghuang county is largely affected by the participation of Fenghuang County residents in the development of intangible cultural heritage. The psychological motivation of Fenghuang County residents to participate in the development is largely derived from their cognition of tourism development, And the cognition of the changes brought by tourism development to Fenghuang County. According to different cognitive angles, residents’ psychological experience and psychological motivation will also be different