Promotion Path Based on Configurational Perspective: A New Approach to the Cultural Tourism Image of Handicrafts

ABSTRACT

Based on the complexity theory and the fsQCA method, it studies the cultural tourism image of Shandong Province from the perspective of handicrafts. The research steps include “variable selection–data processing–necessary conditions testing–configurational path and its analysis.” The results show that the cultural tourism image of handicrafts in Shandong Province can be classified into two types and nine paths, with corresponding representative cities as the support. The theoretical significance lies in providing a new academic perspective for the research on the integration of cultural tourism and handicrafts, as well as offering new research tools to reveal the configurational effects of antecedents on the cultural tourism image of handicrafts. The practical significance lies in promoting the high‐quality development of Shandong Province's handicraft cultural tourism image through the logical thinking of “part‐entirety” and “strengthening advantages‐supplement disadvantages.”