How cultural and creative tourism product design affects the psychological generation of cultural confidence：evidence from the Three Gorges Museum in China

Cultural confidence is a critical social psychological phenomenon with respect to efforts to promote cultural development, social harmony, and personal spiritual growth. Advances in economic development and improved living standards lead to increased demand for cultural and creative tourism products that offer humanistic experiences and spiritual fulfillment. An important task is thus to explore how the cultural creative tourism products design (CCTPD), which serve as crucial media for cultural dissemination, influence the psychological generation of cultural confidence. The CCTPD items was classified into five dimensions based on the strategic experiential model (SEMs): SENSE, FEEL, ACT, THINK, and RELATE. This study investigated the Cultural and Creative Experience Pavilion at the Three Gorges Museum in Chongqing, China, using 321 responses collected via a field survey. Structural equation modelling (SEM) was employed to investigate the mechanism underlying the psychological generation of cultural confidence and the specific impacts of CCTPD on this mechanism. The results indicated that the psychological generation of cultural confidence is characterized by a sequential progression from cultural cognition to cultural identity and, ultimately, to cultural confidence. As a cultural carrier, CCTPD significantly influences each stage of this process and has the strongest impacts on cultural cognition. Furthermore, different dimensions of CCTPD affect the stages of the process by which cultural confidence is generated in different ways. Specifically, sense experience, act experience, and think experience significantly affect cultural cognition; think experience and relate experience significantly affect cultural identity; and sense experience, relate experience, and feel experience significantly influence cultural confidence. The findings of this research provide insight for both cultural psychology and design studies, and can serve as a reference for policy-makers to promote cultural confidence and designers in implement targeted practices.