Empirical Study on the International Communication Effect and Influencing Factors of Anhui Intangible Cultural Heritage

Abstract

Against the backdrop of increasingly fierce global competition in cultural soft power, the international dissemination of intangible cultural heritage has become a critical pathway for building national image and fostering civilizational exchanges. As a province abundant in cultural resources, Anhui has achieved initial success in the international promotion of its intangible cultural heritage projects, yet still faces challenges such as the lack of an evaluation system, significant cultural discount, and ineffective communication outcomes. This study constructs a comprehensive research framework integrating quantitative and qualitative methods, aiming to systematically assess the international communication effectiveness of Anhui's intangible cultural heritage and deeply analyze its key influencing factors. By drawing on the AISAS model to establish a quantitative evaluation index system and combining questionnaire surveys of audiences in the U.S., Germany, Japan, and South Korea with data from new media platforms, the study conducts multi-dimensional measurements of communication effectiveness. Further, structural equation modeling is employed to validate the influencing factors model, supplemented by qualitative methods such as grounded theory, comparative case analysis, and semiotic analysis. The findings reveal that narrative approaches in communication content, innovative applications of digital technology, cross-cultural adaptability, and the synergistic efficacy of diverse stakeholders are core factors determining communication effectiveness. Based on empirical results, this paper proposes specific strategies to enhance the international communication effectiveness of Anhui's intangible cultural heritage from four dimensions: optimizing content strategies, innovating technological empowerment, strengthening stakeholder collaboration, and promoting industrial linkage, aiming to provide theoretical reference and practical guidance for the "going global" of regional culture.