Advances in International Finance

Honghe Yi Tobacco Box Dance, as a cultural symbol of the Yi people, embodies historical and spiritual significance, and its inheritance and development have garnered increasing attention within the context of cultural and tourism integration. This study integrates the Eyals Hook Model and Foggs Behavior Model with statistical analysis methods, employing literature review, questionnaire surveys, and field research to analyze the market dynamics of the Tobacco Box Dance, thereby providing support for its inheritance and innovation. Findings reveal that consumers in Yunnan Province exhibit low awareness and limited interest in the dance, yet demonstrate strong consciousness regarding cultural inheritance, indicating a "disconnection between cognition and behavior." To address this issue, five strategic measures are proposed: constructing an integrated online-offline dissemination matrix; promoting government-enterprise-education-research collaboration and incorporating the dance into educational curricula; developing intangible cultural heritage (ICH) and "Guochao" (national trend) themed cultural and creative products; establishing a tiered content supply system; and creating a full-industry-chain intellectual property (IP) model. The studys innovation lies in applying behavioral models to ICH inheritance, empirically verifying the impact of social rewards and self-rewards on user loyalty. The results provide a theoretical framework for dynamic cultural preservation and offer reference for promoting the transformation and development of ICH, emphasizing the necessity of achieving a balance between cultural preservation and market mechanisms to ensure sustainable development.

Honghe Yi cigarette box dance; Eyals hook model; Fogg behavior model; Cultural-tourism integration; Cultural inheritance and innovation