Analysis of the Impact of Media Cultural Exposure of Xunpu Female Hairpin Flower in Fujian Province on the Behavior of Surrounding Young Tourists from the Perspective of Social Media Interaction

Abstract

With the rise of social media, the transmission of traditional culture has undergone fundamental changes. This study takes the Xunpu female hairpin flower culture in Fujian Province as an example to explore the impact of media cultural exposure and social media interaction on the behavior of young tourists in the surrounding areas. Using questionnaires and the Theory of Planned Behavior, the study analyzes the influence of social media interaction, media cultural exposure, personal attitudes, subjective norms, and perceived behavioral control on tourism intention. The findings reveal that social media interaction and media cultural exposure significantly affect young tourists’ attitudes, subjective norms, and perceived behavioral control, thereby influencing their tourism intention. This research provides new insights for the protection and inheritance of traditional culture, and also offers references for the development of the tourism industry.