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How Do Cultural Consumption Policies Affect Rural

Household Consumption？？

——Evidence from a Quasi‐Natural Experiment Based on the Cultural Consumption Pilot Policy

SUN Dayong，WANG Susu， LIANG Feng

Abstract Enhancing household cultural consumption to meet the growing demand for spiritual and
cultural well-being is critical for promoting high-quality economic development and modernization with
Chinese characteristics.Based on data from the China Family Panel Studies （CFPS），this paper treats
the cultural consumption pilot policy as a quasi-natural experiment and employs a difference-in-
differences method to examine the policy’s impact on rural residents’consumption.The results indicate
that the pilot policy significantly increased rural residents’ cultural expenditures，primarily driven by tour‐
ism consumption.These findings remain consistent under multiple robustness checks，including parallel
trend tests and placebo analyses.Moreover，heterogeneity analysis reveals that the policy’s effect was
most pronounced in eastern regions，where Online-to-Offline （O2O） platforms amplified its impact on
cultural and tourism consumption.Tax incentive policies also demonstrated measurable efficacy，whereas
measures aimed at stimulating autonomous household consumption yielded negligible effects.Based on
these findings，it is recommended to promote cultural consumption reforms tailored to local conditions，
tap into the consumption potential of rural residents，and facilitate the adjustment of the consumption
structures.
Key words cultural consumption； tourism consumption； cultural consumption pilot policy；house‐
hold consumption

(责任编辑：王 薇)