Dear Participant, This questionnaire aims to understand international audiences’ awareness, attitudes, and preferences regarding the Chinese New Year culture in Langzhong, China, and its digital communication (e.g. short videos, VR/AR, online museums).The survey is anonymous, and all data will be used for academic research only. It takes about 5–8 minutes. Please answer according to your real situation and first impression. There are no right or wrong answers. Thank you for your help!
I. Basic Information
1. Your gender:
Male Female Other / Prefer not to say
2. Your age: Under 18 18–24 25–34 35–44 45–59 60 and above
3. Your highest level of education: Primary school or below Secondary school / High school Vocational / Technical college Bachelor’s degree Master’s degree or above
4. Your current occupation (you may choose more than one): Student Government / Public sector Company employee Self-employed / Freelancer Education / Research Culture / Tourism related Other:
5. Your country / region:
Are you overseas Chinese? Yes No
6. Have you ever been to China? Yes No
7. Before this survey, have you ever heard of “Langzhong” or “Langzhong Ancient City” in China? Yes, I know it fairly well I have heard of it, but know little No, never heard of it
II. Awareness of Chinese New Year–Related Cultural Elements.Note: Below are some cultural elements related to Chinese New Year (CNY), especially in Langzhong.
8. Which of the following elements have you ever seen or heard of? (Multiple choices)
Chinese New Year Elder (a personified figure similar in role to Santa, welcoming the New Year and bringing blessings, created in Langzhong) Wang Shadow Puppetry(traditional shadow puppet theatre in Langzhong) Door Gods (painted guardians pasted on doors) Spring Festival Couplets (red poetic couplets pasted on door sides) Paper-cut Window Decorations (red paper-cuts pasted on windows) Bench Dragon Dance (a dragon made from benches carried and danced through the streets) Colorful Embroidered Shoes (traditional shoes with colorful patterns) New Year’s Eve Family Dinner (family reunion meal on the eve of Chinese New Year) Spring Storytelling(folk performance of speaking/singing about the coming spring) Walking to Dispel Illness (a ritual parade to pray for health in the new year) None of the above
9. How familiar are you with the following elements? (1 = Not familiar at all, 5 = Very familiar)(1) Chinese New Year Elder
1 2 3 4 5
(2) Wang Shadow Puppetry 1 2 3 4 5
(3) Door Gods 1 2 3 4 5
(4) Spring Festival Couplets 1 2 3 4 5
(5) Paper-cut Window Decorations 1 2 3 4 5
(6) Bench Dragon Dance 1 2 3 4 5
(7) Colorful Embroidered Shoes 1 2 3 4 5
(8) New Year’s Eve Family Dinner 1 2 3 4 5
(9) Spring Storytelling 1 2 3 4 5
(10) Walking to Dispel Illness 1 2 3 4 5
III. Evaluation of Cultural Symbols. Instruction: Please rate how much you agree with each statement. (1 = Strongly disagree, 5 = Strongly agree)
(A) Visual Appeal & Storytelling (Signifier: “can be well communicated visually”)
10. About the “Chinese New Year Elder”:
(1) The image of the “Chinese New Year Elder” is visually distinctive and easy to recognize.
1 2 3 4 5
(2) From this image, I can easily associate it with “welcoming the New Year and bringing blessings”. 1 2 3 4 5
(3) If the “Chinese New Year Elder” appears in short videos or animation, I would feel there is a good story and want to keep watching. 1 2 3 4 5
11. About “Wang Shadow Puppetry”:
(1) The shapes and light-and-shadow effects of Wang Shadow Puppetry are very impressive and recognizable.
1 2 3 4 5
(2) Through Wang Shadow Puppetry performances, I can feel a complete story being told. 1 2 3 4 5
(3) If there were short videos, animations, or online shows about Wang Shadow Puppetry, I would be willing to watch them. 1 2 3 4 5
12. About Door Gods, Spring Couplets, Paper-cuts, Bench Dragon, etc.:
(1) Overall, these elements create strong visual impact and a clear festive atmosphere.
1 2 3 4 5
(2) I believe there are folk stories or symbolic meanings behind these elements, which are quite rich in storytelling. 1 2 3 4 5
(3) I think these elements are suitable to be shown to international audiences through images and short videos to represent Chinese New Year culture. 1 2 3 4 5
(B) Cultural Understanding & Acceptance (Signified: “meaning & possible misinterpretation”)
13. About the New Year’s Eve Family Dinner:
(1) The value of “family reunion” shown in the New Year’s Eve Family Dinner is very emotionally appealing to me.
1 2 3 4 5
(2) I think the meaning of “family reunion dinner” is easy for people in other cultures to understand and accept. 1 2 3 4 5
14. About rituals such as “Walking to Dispel Illness”, “Spring Praying Ceremony”, “Sending the Kitchen God” (even if you know little, answer by feeling):
(1) These rituals mainly express wishes for “health, safety, and blessings for family”.
1 2 3 4 5
(2) Without detailed explanation, such rituals might be misunderstood as “superstition” or “mysterious religious ceremonies”. 1 2 3 4 5
(3) Professional interpretation and storytelling can help both Chinese and foreign visitors better understand the cultural meaning behind these rituals. 1 2 3 4 5
15. About more local elements such as “Spring Storytelling” or myths like “Fuxi governing spring”:
(1) I feel that understanding these contents requires some historical and folk culture background.
1 2 3 4 5
(2) If shown directly to foreign tourists without explanation, they might be difficult to understand. 1 2 3 4 5
(3) Using forms such as animation, comics, or multilingual explanations would make it easier for international audiences to understand them. 1 2 3 4 5
IV. Digital / Smart Communication and Media Preferences.
16. Through which platforms do you mainly watch cultural or tourism-related content? (Multiple choices)
TikTok YouTube Instagram Facebook X (Twitter) Other short video / social media platforms:
17. Please rate your agreement with the following statements: (1 = Strongly disagree, 5 = Strongly agree).
(1) I would like to watch videos about Langzhong’s Chinese New Year culture on short-video platforms (e.g. TikTok, YouTube Shorts, Instagram Reels).
1 2 3 4 5
(2) If there were VR/AR experiences that allow me to “immerse myself” in Langzhong Ancient City during Chinese New Year, I would like to try them. 1 2 3 4 5
(3) I would be interested in visiting an online “Chinese New Year Digital Museum” of Langzhong to learn stories of Door Gods, Spring Couplets, Paper-cuts, Wang Shadow Puppetry, etc. 1 2 3 4 5
(4) Compared with text-only introductions, I prefer to learn about intangible cultural heritage through videos, animations, or interactive games. 1 2 3 4 5
(5) If characters such as the “Chinese New Year Elder” or Wang Shadow Puppetry were developed into international cultural IPs (e.g. cartoon or game characters), I would be interested in following them. 1 2 3 4 5
V. Travel Intention and Communication Behavior.
18. Please rate your agreement with the following statements: (1 = Strongly disagree, 5 = Strongly agree).
(1) After learning about Langzhong’s Chinese New Year culture (even briefly), I become more interested in Langzhong Ancient City.
1 2 3 4 5
(2) If I had the opportunity, I would like to visit Langzhong during Chinese New Year to experience local customs and festivals. 1 2 3 4 5
(3) I would be willing to recommend Langzhong and its Chinese New Year culture to my family and friends. 1 2 3 4 5
(4) If there were online courses or cultural study programs themed on “Langzhong Chinese New Year”, I would consider participating. 1 2 3 4 5
VI. Open-Ended Questions.
19. In your opinion, which Chinese New Year elements mentioned in this questionnaire are most suitable to be presented to international visitors? Why? (You can list more than one.)
20. Through what kinds of digital formats would you most like to experience Langzhong’s Chinese New Year culture? (For example: short videos, live streaming, VR/AR, interactive games, online exhibitions, etc.) Please briefly explain why.
21. Do you have any other suggestions or ideas about the digital and international communication of Langzhong’s Chinese New Year intangible cultural heritage?
Thank you very much for your time and participation!