Author(s)

Xinyi Zhang ¹, Yi Gao ¹, Yanyu Wu ¹, Maofeng Luan ¹, Lujun Fu ¹, Fuyu Xue ¹, Yuanyuan Shen ¹

Affiliation(s)

¹ Taizhou University, Taizhou, Jiangsu, China

Corresponding Author

Maofeng Luan

ABSTRACT

The deep integration of red culture and intangible cultural heritage (ICH) crafts constitutes a crucial pathway for unleashing the endogenous momentum of urban cultural tourism. Taking Taizhou, the birthplace of the Chinese People's Liberation Army Navy, as a case study, this research adopts a mixed-methods approach that combines literature review, questionnaire survey, and field interviews to empirically examine the enabling mechanism between naval red culture and Zhuhong traditional wooden boat-making craftsmanship. Drawing on 849 valid questionnaires, the study systematically analyzes cultural cognition, consumption intention, product preference, and channel choice. The findings reveal that local red cultural tourism currently faces several practical constraints: exhibition formats remain predominantly static, cultural and creative products lack deep cultural interpretation, the urban IP enjoys limited dissemination, and public awareness of ICH remains low. Accordingly, this paper proposes a four-pronged development strategy: deepening the dual cultural core of "red plus ICH," constructing a tiered and scenario-based product system, building an integrated online-offline sales network, and establishing a multi-media communication matrix. These recommendations aim to provide decision-making support for upgrading Taizhou's naval red cultural tourism and to offer a replicable practical paradigm for similar regions in China.

KEYWORDS

Red culture; Intangible cultural heritage; Cultural and creative consumption; Naval culture

CITE THIS PAPER

Xinyi Zhang, Yi Gao, Yanyu Wu, Maofeng Luan, Lujun Fu, Fuyu Xue, Yuanyuan Shen. Integrating Red Culture and Intangible Cultural Heritage Crafts to Empower Urban Cultural Tourism: Evidence from Naval-Themed Cultural and Creative Consumption in Taizhou. Tourism Management and Technology Economy (2026). Vol. 9, No. 1, 92-99. DOI: http://dx.doi.org/10.23977/tmte.2026.090111.

REFERENCES

[1] Shuliang Song, Xiaohuan Luo. (2018). Research on Problems and Strategies of “Red Culture” Cultural and Creative Product Design. Design Art Research, 8(6), 116-122.
[2] Xinhua News Agency. (2026, March 13). The 15th Five-Year Plan Outline for National Economic and Social Development of the People's Republic of China. http://www.xinhuanet.com/.
[3] Shuo Du, Wei Liu. (2020). Design Ideas for Zhuhong Wooden Boat Cultural and Creative Products under the Background of the Grand Canal Culture. Art Education Research, (11), 82-83.
[4] Ministry of Culture and Tourism. (2021, May 25). The 14th Five-Year Plan for Intangible Cultural Heritage Protection. http://www.mct.gov.cn/.
[5] Yu Jiang, Yupeng Li. (2025). Research on Consumer Demand for Red-Themed Cultural and Creative Products Based on the BTM-Kano Model. Packaging Engineering, 46(22), 140-151.
[6] Xinju Ou, Jiangfei Chen, Lei Yu, et al. (2025). Configurational Analysis of Youth Groups' Emotional Cognition of Red Cultural and Creative Products. Packaging Engineering, 46(16), 216-231.
[7] Juan Li, Xing Liu. (2021). Research on Digital Protection and Communication Paths of Intangible Cultural Heritage. Cultural Heritage, (3), 142-148.
[8] Sitong Zhang. (2019). New Ideas for Marketing Cultural and Creative Products in Small and Medium-Sized Museums. China National Exhibition, (6), 226-227.

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