Heritage and Innovation of Music and Performance in Hanshan Silkworm Flower Festival from Tourist Perspective

Abstract

This study investigates the integration of traditional performances and modern technologies in the Hanshan Silkworm Flower Festival—a national intangible cultural heritage in China. Using survey data (n=169) and social media content analysis (n=250), the research examines visitor perspectives on how music and performing arts balance cultural authenticity with modern innovation. Results indicate that younger visitors prefer technological features (e.g., VR, holograms) and interactive experiences, while older visitors prioritize traditional rituals. Occupational groups also show distinct preferences: government/public institution employees value cultural integration, corporate employees favor entertainment-culture blends, students prefer interactivity, and freelancers/retirees show lower interest in music performances. Social media sentiment analysis reveals generally positive attitudes toward digital innovation, though concerns about cultural dilution and youth engagement persist. The study proposes actionable strategies for diversified programming, immersive technologies, and digital promotion to enhance both cultural transmission and audience appeal.