Study on the International Promotion Path of Fujian’s Intercultural Communication Strategy under the Belt and Road Framework Based on Big Data

In order to respond to the call of the Belt and Road policy, Fujian Province actively engages in intercultural communication and promotes its intercultural communication strategy internationally. The study constructs a DEMATEL-ISM model to deeply investigate the influencing factors of the international promotion of Fujian’s intercultural communication strategy in order to achieve foreign exchange and dissemination of Fujian’s culture. Firstly, a comprehensive impact matrix is constructed using DEMATEL, and the DEMATEL indicators of each impact factor are measured. Then, the reachability matrix is constructed using the ISM model to divide the influencing factors at different levels. Finally, the international promotion strategy for Fujian’s intercultural communication strategy is proposed. Among the influential factors in the international promotion of Fujian’s intercultural communication strategy, X11 (talent cultivation), X12 (non-genetic inheritance bearers), and X10 (work supervision) have the highest degree of centrality, which are important factors affecting the international promotion of Fujian’s intercultural communication strategy. The cause factors are X1 (policy support), X2 (financial input), X3 (implementation efforts), X4 (resource allocation), X5 (business development), X7 (promotion strategy), X8 (communication media), and X15 (international environment). The outcome factors include X6 (cultural dissemination), X9 (qualification management), X10 (work supervision), X11 (talent cultivation), X12 (non-geneticists), X13 (technicians), and X14 (interpreters). In the multilayer recursive explanatory structure model, X1 and X2 are deep causal factors, X3~X10 and X15 are transition causal factors, and X11~X14 belong to surface causal factors.