Published December 31, 2025 | Version v1
Journal article Open

APPLYING THE ELABORATION LIKELIHOOD MODEL TO DIGITAL MARKETING AND EMOTIONAL ANALYSIS OF CULTURAL HERITAGE SITES

Authors/Creators

  • 1. ROR icon Universiti Malaysia Pahang Al-Sultan Abdullah

Description

Chinese cultural heritage communication faces problems such as the lack of appeal in traditional display methods, fragmented information, and the absence of emotional resonance among audiences. These issues seriously limit the broad dissemination of cultural heritage and public engagement. To alleviate or correct this situation, this paper uses the Elaboration Likelihood Model (ELM) to explore the mechanisms by which cultural heritage sites achieve effective communication through the central and peripheral routes in a digital environment. This study takes the Palace Museum’s "Forbidden City Cats" short video series and the digital promotion of the "Flying Apsaras" at Gansu Museum as cases. It analyzes how the central route built through detailed historical information, authoritative explanations, and the use of AR technology enhances the audience’s understanding and trust in cultural heritage sites. It also examines how the use of emotional storytelling, visual presentation, and interactive experiences as peripheral cues stimulates emotional resonance and communication behavior among audiences. This study found that using both central and peripheral ways of communication helped make cultural heritage sites feel less distant and more relatable to the public. It also increased people’s sense of connection and loyalty to these places. Based on this, the paper gives some practical suggestions for promoting other heritage sites in China through digital tools. Future studies could look at more diverse groups of people, try new ways to measure impact, or compare results across different online platforms.

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