Tourist Loyalty in Intangible Cultural Heritage Tourism: The Roles of Perceived Attributes, Involvement, and Cultural Identity

Abstract

Intangible cultural heritage (ICH) is an evolving repository of collective meaning; however, many ICH destinations face threats from over-commercialization and homogenization, which weaken authentic transmission and visitor engagement. Drawing on the Stimulus–Organism–Response (S-O-R) framework and a cultural identity perspective, this study examines how two stimulus sets—ICH attributes (perceived authenticity, vitality) and tourism involvement (cognitive, behavioral)—influence tourist loyalty, with experiential value as a mediator and cultural identity as a moderator. 385 valid online survey responses were analyzed using structural equation modeling and moderated mediation tests. Results show that perceived authenticity and vitality each exert significant positive effects on loyalty, and higher cognitive and behavioral involvement similarly strengthens loyalty. Experiential value partially mediates the effects of ICH attributes and involvement on loyalty. Cultural identity positively moderates several pathways; notably, when cultural identity is high, experiential value no longer mediates the link between tourism involvement and loyalty. These findings advance understanding of visitor-centered authenticity in living ICH contexts and offer guidance for destination managers seeking to build engaging, identity-sensitive heritage experiences.

1. Introduction

Intangible cultural heritage (ICH) encompasses the living traditions, practices, and expressions that communities recognize as part of their cultural heritage. As an integral component of China’s cultural fabric, ICH manifests in diverse forms—from traditional crafts and performing arts to oral literature and social customs—and is a unique tourism attraction [1]. Integrating culture and tourism has elevated ICH from a passive cultural relic to an active driver of destination competitiveness and community revitalization [2]. Policy directives and consumer trends indicate that ICH tourism is poised for rapid expansion: the Chinese government’s emphasis on “cultural confidence” (Cultural confidence denotes belief in the value, vitality, and future of one’s cultural traditions—including pride, trust, and a willingness to preserve and transmit cultural practices. The phrase has been emphasized in recent Chinese cultural policy statements (e.g., calls to “build cultural confidence”) and is discussed in the academic literature on cultural self-awareness and national culture [3]) has spurred local authorities to develop heritage-based experiences. Meanwhile, domestic tourists increasingly seek meaningful, authentic encounters with traditional culture [4].

The ICH tourism market has exposed several challenges despite these favorable conditions. First, although many visitors express interest in ICH-themed attractions and activities, their understanding of ICH concepts and significance remains limited [5]. Empirical evidence suggests that when tourists lack sufficient knowledge of heritage contexts, their appreciation of ICH offerings is superficial, leading to lower perceived value and diminished loyalty intentions [6]. Second, commercializing ICH experiences in specific destinations has led to a “theme-park” approach that prioritizes spectacle over substance, undermining the live transmission and preservation of traditional skills [7]. In particular, reliance on mass-produced souvenirs and repetitive performances reduces the distinctiveness of ICH sites and contributes to homogenization across destinations [8]. Third, many ICH attributes are not sufficiently highlighted in marketing and on-site interpretation, which weakens tourists’ value perception and engagement [9]. These factors constrain the effective utilization of ICH resources and impede the sustainable development of ICH tourism.

Traditionally, cultural tourism in China focused on preserving and displaying tangible heritage through site-centered, state-led development. Policy and market shifts recently encourage experience-oriented, participatory forms of cultural tourism that foreground visitor engagement with living traditions [4,10,11]. To enhance the competitiveness of ICH tourism destinations and encourage visitor engagement, adopting a tourist-centric perspective that addresses market demands and leverages ICH resource advantages is crucial. From the visitor’s perspective, the destination’s ability to deliver authentic, interactive experiences informs visitors’ experiential value appraisal and shapes their loyalty behaviors, such as repeat visits and word-of-mouth recommendations [12,13,14]. Moreover, the intertwined relationship between culture and tourism underscores the necessity of preserving ICH as a heritage imperative and a driver of economic development and cultural diplomacy [15]. Therefore, integrating ICH and tourism is a strategic priority for managers and an opportunity to revitalize endangered traditions [16]. However, studies examining how ICH attributes and visitor involvement jointly influence tourist loyalty remain scarce.

Furthermore, cultural identity—the psychological bond between tourists and the heritage context—is a critical lens through which visitors interpret and value ICH experiences [17]. Research indicates that individuals with stronger cultural identity derive greater emotional and symbolic value from heritage interactions, strengthening the link between perceived experience and loyalty [18]. However, few studies have integrated cultural identity as a moderating factor to explore ICH attributes, tourism involvement, experiential value, and loyalty.

To address these research gaps, this study employs the Stimulus–Organism–Response (S-O-R) framework [19] and a cultural identity perspective to investigate how two key stimuli, ICH attributes (authenticity and vitality) and tourism involvement (cognitive and behavioral), influence tourists’ experiential value and subsequent loyalty. Specifically, we examine (1) the direct effects of authenticity and vitality on experiential value and loyalty, (2) the role of cognitive and behavioral involvement on experiential engagement, and (3) the mediating function of experiential value in the stimuli-loyalty relationship. Critically, we introduce cultural identity as a moderator to assess how individuals’ heritage-related self-concept shapes these pathways.

By surveying 385 valid visitors at a representative ICH destination and analyzing data through structural equation modeling, this research aims to (a) clarify the dimensions of ICH attributes and tourism involvement that most strongly predict loyalty, (b) uncover the mechanisms by which experiential value mediates these relationships, and (c) reveal how cultural identity amplifies or attenuates these effects. We contribute to the ICH tourism literature by offering an integrated model grounded in S-O-R and identity theory, and we provide practical implications for managers seeking to foster long-term visitor engagement while ensuring the live preservation of ICH. This work advances theory and practice at the intersection of heritage preservation and sustainable tourism development.

2. Literature Review

2.1. Perceived Attributes and Tourism Involvement in ICH Tourism

ICH comprises living traditions, practices, and expressions transmitted across generations [1]. Unlike static and material heritage, ICH relies on human agents for its continuity, manifesting as performance arts, craft techniques, and social customs [20,21]. China’s 2011 ICH Law defines ICH as “traditional cultural expressions and related tangible carriers that various ethnic groups regard as part of their cultural inheritance,” spanning oral literature, performing arts, crafts, rituals, and festivals [22]. Hence, ICH is a collective memory repository and a dynamic resource for tourism development.

Within ICH tourism, perceived attributes denote visitors’ recognition of heritage qualities that inform their engagement [23]. Two core attributes emerge consistently: authenticity and vitality [24,25]. Since living traditions naturally evolve, we note that international heritage guidance (e.g., UNESCO) often frames “authenticity” concerning tangible, material heritage. Therefore, scholars adopt a visitor-centered notion—perceived or experiential authenticity—which captures whether tourists judge performances, practices, or craft demonstrations as genuine expressions of local culture. In ICH contexts, existential authenticity—where tourists feel they experience “true” cultural essence through interaction with practitioners or participation in traditional rituals—becomes paramount [26]. Studies demonstrate that perceived authenticity elevates satisfaction and related forms of emotional bond, thereby driving loyalty intentions [24,27,28]. However, over-commercialization risks producing pseudo-authentic experiences, undermining tourists’ trust and long-term engagement [29].

Complementing authenticity, vitality captures ICH’s “living” dimension [30]. Vital ICH is characterized by ongoing transmission, innovation, and intergenerational dialog. Destinations facilitating hands-on workshops (e.g., craft co-creation) or interactive performances exemplify ICH vitality [31]. Tourists exposed to living traditions report deeper emotional resonance and experiential immersion [32]. Conversely, vitality is lost when heritage is presented as a static artifact without participatory elements, diminishing overall appeal [33].

Beyond these attributes, tourism involvement reflects the degree of personal relevance and participation of tourists who invest in ICH settings [34]. Involvement theory posits that individuals allocate cognitive and emotional resources to essential matters [35]. Within tourism, involvement manifests as two dimensions: cognitive involvement and behavioral involvement [36,37]. Cognitive involvement encompasses mental effort to understand heritage, such as reading interpretive materials or absorbing historical context [28]. Behavioral involvement denotes observable actions and resource investments [38].

Empirical evidence indicates that higher cognitive involvement enhances knowledge acquisition and interpretive depth, strengthening experiential value [28]. For instance, visitors who engage with storytelling sessions report greater cultural resonance than passive observers. Similarly, behavioral involvement, such as direct participation in heritage activities, has fostered co-creation of experiences, increasing emotional engagement and experience value [31].

ICH attributes and involvement are interdependent. Tourists who perceive strong authenticity and vitality are more inclined to invest cognitively and behaviorally [23]. Conversely, high involvement amplifies attribute salience: participants in a traditional dance workshop may better appreciate the historical significance of costumes and choreography [39]. This synergy cultivates richer internal responses, laying the groundwork for loyalty [26].

ICH tourism research consistently identifies authenticity and vitality as essential perceived attributes that differentiate heritage offerings, while cognitive and behavioral involvement represent the visitor’s engagement pathway. When destinations nurture genuine, vibrant ICH experiences, they invite deeper visitor involvement, strengthening experiential outcomes and fostering loyalty [23,32].

2.2. Cultural Identity in ICH Tourism

Cultural identity refers to individuals’ psychological connection to shared cultural symbols, values, and practices [40]. Rooted in Social Identity Theory, cultural identity emerges when individuals categorize themselves as part of a cultural group and internalize its collective norms [41]. Cultural identity shapes how visitors perceive and value heritage stimuli, influencing cognitive appraisals and emotional attachments [42]. Although cultural identity, understood as an individual’s sense of belonging to and pride in cultural traditions, does not apply equally to all tourists. While some visitors may not seek identity affirmation during their travels, others with stronger cultural identities are more likely to interpret ICH authenticity and involvement as meaningful, intensifying satisfaction and loyalty. This study conceptualizes cultural identity as a moderating factor that differentiates how strongly ICH attributes and involvement influence tourist loyalty.

Within ICH tourism, cultural identity often assumes a three-dimensional structure: cognitive (awareness and knowledge), affective (emotional attachment and pride), and behavioral (participation and advocacy). Cognitive identity involves recognizing cultural markers embedded in ICH performances or crafts [43]. Tourists with high cognitive identity may easily contextualize a folk art practice within broader ethnic histories. Affective identity reflects emotional bonds; when visitors feel pride or belonging toward a cultural tradition, they derive emotional satisfaction from ICH encounters [44]. Behavioral identity manifests through activities such as participating in heritage workshops, promoting ICH through social media, or supporting artisan communities [45].

Cultural identity influences both perceived attributes and involvement. Visitors who share ethnic backgrounds with the heritage community or have prior exposure to related traditions perceive authenticity more readily and interpret vitality as personally meaningful [43]. Conversely, low-identity tourists may require additional interpretive support to grasp symbolic nuance [46]. Some studies examined how identity and commodification shape ICH trajectories. In the Chinese context, recent work documents the tensions between official authenticity discourses, marketisation, and local practice. For example, studies show how authenticity is contested and reconfigured in living ICH settings and how commercialization reshapes craft economies and guardian communities [47].

Cultural identity can moderate the relationships among perceived attributes, involvement, experiential value, and loyalty. Domínguez-Quintero et al. [48] demonstrate that authenticity’s positive influence on experiential value is stronger for tourists with high heritage identity. Wu and Li [49] find that identity magnifies the indirect influence of cognitive involvement on loyalty via experiential value. These findings suggest that identity is a psychological lens. High-identity tourists interpret the same ICH stimuli differently, experiencing emotional resonance and commitment.

Destination identity also matters. Genc and Gulertekin Genc [50] indicate that residents’ strong identity with ICH fosters community participation and co-creation of authentic experiences, enriching tourist encounters. This reciprocal identity reinforcement generates a virtuous cycle. Tourists’ identity affirmation strengthens loyalty, economic support sustains ICH vitality, and local identity is further bolstered by positive visitation outcomes [43].

Measurement of cultural identity in ICH contexts adapts established scales to capture its multifaceted nature [43]. For example, the “Heritage Tourist Identity Scale” measures cognitive, affective, and behavioral dimensions. This robust measurement can systematically test identity’s moderating roles within structural models.

Cultural identity may moderate the experiential value-loyalty link. Tourists with strong heritage identity convert experiential gains into loyalty more effectively than low-identity visitors [48]. Rasoolimanesh et al. [51] also note that identity amplifies involvement’s influence on loyalty via experiential value. Hence, identity is a boundary condition. When identity is high, experiential value’s incremental effect on loyalty may be less pronounced, as high-identity tourists already possess strong predispositions [52].

Therefore, cultural identity is a precondition and a boundary condition in ICH tourism. It shapes how tourists perceive authenticity and vitality, steers their involvement strategies, and intensifies the translation of experiential value into loyalty intentions [43,53]. Accounting for identity refines our understanding of visitor behavior in ICH contexts. It effectively informs destination strategies to engage diverse tourist segments.

2.3. Experiential Value and Tourist Loyalty in ICH Contexts

Experiential value arises from tourists’ subjective appraisal of benefits (e.g., enjoyment and social connection) versus sacrifices (e.g., time and cost) during heritage encounters [54,55]. This appraisal hinges on how authenticity, vitality, and involvement converge in ICH tourism to produce functional, emotional, social, and epistemic gains [49,56]. For instance, tourists participating in traditional craft workshops may derive functional, emotional, social, and epistemic values [55,57].

Tourist loyalty in ICH contexts predominantly manifests as attitudinal loyalty (i.e., revisit intention and positive word-of-mouth) rather than actual repeat visits, given tourism’s novelty-seeking nature [58]. Attitudinal loyalty encompasses psychological commitment to a destination, manifesting in willingness to recommend and preference for similar heritage experiences [59]. In ICH tourism, substantial experiential value often translates into emotional attachment, forging sustained loyalty [58].

The S-O-R framework articulates how ICH stimuli (i.e., authenticity, vitality, and involvement) evoke experiential value and drive loyalty responses [19]. For example, Chen [28] finds that authenticity enhances experiential quality, which mediates its effect on satisfaction and loyalty. Lenzerini [31] shows that behavioral involvement elevates existential value, leading to stronger loyalty intentions. Yan et al. [60] confirm that perceived ICH vitality increases experiential value, which fully mediates its effect on festival attendance intentions.

Moreover, experiential value often operates as a partial mediator, reflecting direct effects from stimuli to loyalty. Park et al. [61] observe that while experiential value mediates most of the authenticity-loyalty relationship, authenticity also exhibits a residual direct effect on loyalty. Similar findings indicate that high-identity tourists may translate authenticity directly into loyalty, bypassing intermediary experiential evaluations [52].

Tourism involvement also exerts both direct and indirect influences on loyalty. Scholars argue that cognitive involvement enhances emotional engagement and increases experiential value and loyalty. Behavioral involvement signals deeper commitment, directly boosting loyalty and indirectly through experiential value [31]. For example, participants reported elevated experiential value and advocacy intentions, illustrating the dual pathways [49].

Therefore, experiential value is the central mechanism linking ICH stimuli to tourist loyalty, predominantly attitudinal, with cultural identity that can amplify or attenuate its role [48,51]. Integrating these insights, this study adopts an S-O-R-Identity model to elucidate how ICH attributes and involvement drive experiential value and loyalty, moderated by cultural identity, offering a framework for theory and practice in ICH destination marketing.

2.4. Theoretical Foundation

This study uses three interrelated theoretical perspectives to explain how ICH attributes and tourism involvement influence experiential value and tourist loyalty.

Firstly, the S-O-R framework [19] is the core theoretical foundation of this study. It posits that external environmental stimuli (S) influence internal organismic states (O), which in turn lead to behavioral responses (R). In heritage tourism, destination attributes are stimuli, affecting tourists’ cognitive and emotional evaluations. This subsequently drives loyalty-related behaviors such as revisitation and recommendation. The S-O-R model is widely used to explain how experiential and psychological processes mediate the relationship between destination features and visitor responses [62,63].

Secondly, tourism involvement theory emphasizes the degree of relevance and interest a tourist places in a destination or activity. It typically encompasses cognitive and behavioral components [34]. High involvement implies that tourists are more engaged in their decision-making and participation in destination activities, which leads to stronger emotional bonds and loyalty intentions [64]. In this study, involvement is an antecedent variable influencing both experiential value and loyalty, serving as a key explanatory factor in how tourists connect with ICH destinations.

Thirdly, cultural identity theory explores how individuals perceive, internalize, and express affiliation with particular cultural groups [65]. It is critical in shaping tourists’ attitudes, values, and behaviors. When tourists identify strongly with the culture presented by a destination, they are more likely to develop a sense of belonging, satisfaction, and loyalty [66]. In this study, cultural identity is a moderating variable that strengthens the effects of destination attributes and involvement on tourist loyalty, particularly through its interaction with experiential value.

3. Theoretical Foundations and Hypotheses

3.1. Conceptual Framework

Guided by the S-O-R paradigm and a cultural identity lens, this study examines how ICH attributes and tourism involvement shape tourists’ loyalty via experiential value. There are two categories of stimuli:

ICH attributes are delineated into authenticity and vitality. Authenticity refers to visitors’ perception that heritage presentations are genuine, historically grounded, and minimally commercialized [23,24]. Vitality denotes the degree to which heritage practices remain “living”—actively transmitted, innovated, and experienced as dynamic traditions [31].

Tourism involvement is subdivided into: Cognitive involvement, which involves the mental effort required to understand ICH content through reading, interpretation, and reflection; and Behavioral involvement, which encompasses the extent of hands-on participation, such as attending workshops or purchasing artisan goods [31].

These four stimulus dimensions provoke tourists’ internal evaluative process (i.e., experiential value), integrating functional, emotional, social, and epistemic gains relative to perceived costs [54,55]. Experiential value drives tourists’ attitudinal loyalty [59].

Moreover, since individual differences in cultural orientation can alter these pathways [40], cultural identity is introduced as a moderator of ICH attribute → experiential value relationships. This model isolates cultural identity as the sole individual-level moderator by holding constant other potential influences on experiential value. Figure 1 depicts the basic conceptual model: ICH attributes and tourism involvement (Stimuli) → experiential value (Organism) → tourist loyalty (Response), with cultural identity moderating the stimulus-organism links.

3.2. Hypothesis Development

3.2.1. ICH Attributes and Tourist Loyalty

Research in ICH tourism highlights how heritage authenticity and vitality attract, engage, and retain visitors [31,43]. When tourists perceive heritage offerings as authentic, their trust and emotional connection to the destination strengthen, fostering intentions to revisit and recommend [58]. Through interactive workshops, live performances, and ongoing innovation, ICH vitality anchors tourists’ perceived uniqueness and emotional resonance, making the destination memorable [23]. Therefore, we hypothesize:

H1. 

Destination ICH attributes have a positive effect on tourist loyalty.

H1a. 

Perceived authenticity positively influences tourist loyalty.

H1b. 

Perceived vitality positively influences tourist loyalty.

3.2.2. Tourism Involvement and Tourist Loyalty

Tourism involvement is the degree to which tourists mentally and behaviorally invest in heritage activities [34]. When visitors perceive that a destination’s values align with theirs, they form deeper emotional bonds that encourage repeat visitation and word-of-mouth advocacy [67]. Similarly, behavioral involvement signals commitment and heightens perceived experiential value, translating into stronger loyalty. Higher-involvement tourists report greater satisfaction and demonstrate stronger revisit intentions [68]. Therefore, we hypothesize:

H2. 

Tourism involvement has a positive effect on tourist loyalty.

H2a. 

Cognitive involvement positively influences tourist loyalty.

H2b. 

Behavioral involvement positively influences tourist loyalty.

3.2.3. ICH Attributes and Experiential Value

ICH attributes also enrich the visitor experience, forming the basis for perceived experiential value. Authenticity fosters trust in heritage narratives and elevates perceived quality, directly strengthening experiential value’s functional and emotional dimensions [44]. By inviting tourists into living traditions and encouraging active participation, vitality deepens emotional engagement and epistemic stimulation, thereby intensifying the experiential value derived [69]. As Lenzerini [31] observes, interactive exchanges between heritage bearers and visitors solidify cultural meaning and value. Therefore, we hypothesize:

H3. 

ICH attributes have a positive effect on experiential value.

H3a. 

Perceived authenticity positively influences experiential value.

H3b. 

Perceived vitality positively influences experiential value.

3.2.4. Tourism Involvement and Experiential Value

Tourism involvement shapes how visitors process heritage stimuli and therefore influences experiential outcome. High cognitive involvement drives tourists into the ICH context, resulting in richer knowledge acquisition and emotional resonance [49]. High behavioral involvement creates co-creative experiences that amplify emotional enjoyment and social connection. Empirical findings show that involved tourists perceive higher experiential quality and satisfaction [68]. Therefore, we hypothesize:

H4. 

Tourism involvement has a positive effect on experiential value.

H4a. 

Cognitive involvement positively influences experiential value.

H4b. 

Behavioral involvement positively influences experiential value.

3.2.5. Experiential Value and Tourist Loyalty

Experiential value reflects tourists’ holistic assessment of ICH engagements [54,55]. In heritage tourism, high experiential value generates positive affective responses strongly linked to attitudinal loyalty because memorable, meaningful experiences breed affective attachment and future behavioral commitments [31]. Therefore, we hypothesize:

H5. 

Experiential value has a positive effect on tourist loyalty.

3.2.6. Mediating Role of Experiential Value

Previous studies showed that experiential value mediates the relationship between destination attributes and loyalty [70]. In ICH contexts, authenticity and vitality instill experiential value, fostering loyalty. Tourism involvement enhances experiential value, leading to loyalty intentions [68]. Therefore, we hypothesize:

H6. 

Experiential value mediates the relationship between ICH attributes and tourist loyalty.

H6a. 

Experiential value mediates the effect of authenticity on tourist loyalty.

H6b. 

Experiential value mediates the effect of vitality on tourist loyalty.

H7. 

Experiential value mediates the relationship between tourism involvement and tourist loyalty.

H7a. 

Experiential value mediates the effect of cognitive involvement on tourist loyalty.

H7b. 

Experiential value mediates the effect of behavioral involvement on tourist loyalty.

3.2.7. Mediating Role of Cultural Identity

Previous studies indicate a clear relationship between cultural identity and tourists’ perceived experiential value. Scholars argue that the higher the experiential quality, the stronger the local cultural identity; cultural identity influences tourists’ perceived value, and the two are positively correlated [28]. Huang and Lu [71] confirm that awareness of ICH leads tourists to a deeper appreciation of the forms and cultural connotations of ICH products. This recognition is a prerequisite for cultural identification with ICH products and positively affects purchase intention. Therefore, we hypothesize:

H8. 

Cultural identity positively moderates the relationship between destination ICH attributes and tourist loyalty.

H8a. 

Cultural identity positively moderates the relationship between the authenticity dimension of ICH attributes and tourist loyalty.

H8b. 

Cultural identity positively moderates the relationship between the vitality dimension of ICH attributes and tourist loyalty.

H9. 

Cultural identity positively moderates the relationship between tourism involvement and tourist loyalty.

H9a. 

Cultural identity positively moderates the relationship between tourists’ cognitive involvement and tourist loyalty.

H9b. 

Cultural identity positively moderates the relationship between tourists’ behavioral involvement and tourist loyalty.

3.2.8. Moderated Mediation by Cultural Identity

Tourist cultural identity conditions how ICH stimuli translate into experiential value and loyalty [43]. Tourists who feel a strong cultural affinity for ICH interpret authenticity and vitality as more personally meaningful, generating higher experiential value. Low-identity tourists may require additional interpretive support to achieve comparable experiential gains. Cultural identity amplifies the positive effect of authenticity on experiential value [51] and may strengthen the vitality-experiential value relationship. Under high cultural identity, experiential value is more closely linked to loyalty intentions, as identity-congruent visitors more readily convert positive experiences into repeat visitation and advocacy [44]. Therefore:

H10. 

Cultural identity moderates the mediated relationship between ICH attributes and tourist loyalty.

H10a. 

Under high cultural identity, the mediated pathway from authenticity to loyalty via experiential value is strengthened.

H10b. 

Under high cultural identity, the mediated pathway from vitality to loyalty via experiential value is strengthened.

H11. 

Cultural identity moderates the mediated relationship between tourism involvement and tourist loyalty.

H11a. 

Under high cultural identity, the mediated pathway from cognitive involvement to loyalty via experiential value is strengthened.

H11b. 

Under high cultural identity, the mediated pathway from behavioral involvement to loyalty via experiential value is strengthened.

4. Empirical Analysis

4.1. Data Collection

This study targeted individuals who had visited an ICH destination within the past five years. A structured questionnaire was developed and administered online via the “Wenjuanxing” platform. We disseminated the survey link and QR code through social media channels, including WeChat groups and Moments, immediately following China’s National Day holiday to reach a broad audience. By concentrating data collection in the first two weeks after the October Golden Week (a peak travel period), we maximized the likelihood of capturing respondents’ most recent ICH tourism experiences while ensuring an adequate sample size.

The questionnaire consisted of two sections. The first section contained 31 measurement items, each rated on a seven-point Likert scale (1 = “Strongly Disagree” to 7 = “Strongly Agree”). The second section gathered demographic and background information, such as gender, age, and primary motivation for visiting ICH destinations. These demographic items facilitated the sample representativeness.

4.1.1. Measurement Dimensions and Scale Design

Drawing on established scales, the measurement dimensions cover four categories: (1) independent variables (ICH attributes and tourism involvement), (2) the mediating variable (experiential value), (3) the moderating variable (cultural identity), and (4) the dependent variable (tourist loyalty). Item wording was adapted from previous studies to reflect the characteristics of ICH destinations in China; expert feedback and pre-testing ensured clarity and relevance. Details are as follows:

A.

Independent Variables: ICH Attributes and Tourism Involvement

ICH attributes were conceptualized as comprising: authenticity and vitality. Tourism involvement captures the degree to which visitors mentally and behaviorally engage with the ICH destination. Table 1 lists the measurement items for each independent variable.

B.

Mediating Variable: Experiential Value

Experiential value represents tourists’ holistic appraisal of their ICH experience [54,55]. Since ICH tourism relies on immersive, interactive encounters, the items were designed to capture the extent to which respondents found the destination’s heritage scene visually appealing, emotionally engaging, distinct from other tourism products, and intellectually enriching [72,73]. Table 2 presents five experiential value items.

Table 1. Measurement Items for Independent Variables.

Variable	Item Code	Item Statement	Source
Authenticity	A1	I can feel the genuine essence of the ICH culture here.	[28]
	A2	I perceive that the ICH culture here has a long, continuous history.
	A3	I perceive an intense traditional atmosphere surrounding the ICH culture here.
	A4	I perceive that the ICH crafts or cultural elements here are well preserved.
Vitality	V1	I can observe traditional ICH activities or performances at this destination.	[74]
	V2	I sense a unique ICH ecosystem thriving here.
	V3	I experience how ICH has integrated with local production and daily life.
	V4	I have opportunities to interact directly with ICH bearers here.
Cognitive Involvement	C1	Visiting an ICH destination is very important to me.	[12,75,76]
	C2	I am very interested in this ICH destination.
	C3	During my visit, I can identify myself with this ICH site.
	C4	I find traveling in this ICH environment to be highly enjoyable.
Behavioral Involvement	BI1	I actively participate in ICH activities here.	[75]
	BI2	I pause to watch folk performances and ICH demonstrations.
	BI3	I sample local ICH-related foods here.
	BI4	I use on-site digital tools (e.g., apps or kiosks) to learn about ICH culture.

Note: English item stems are translations of the Chinese questionnaire used in data collection and analysis (Supplementary Material). Reliability and validity statistics reported in the text are based on the Chinese instrument.

Table 1. Measurement Items for Independent Variables.

Variable	Item Code	Item Statement	Source
Authenticity	A1	I can feel the genuine essence of the ICH culture here.	[28]
	A2	I perceive that the ICH culture here has a long, continuous history.
	A3	I perceive an intense traditional atmosphere surrounding the ICH culture here.
	A4	I perceive that the ICH crafts or cultural elements here are well preserved.
Vitality	V1	I can observe traditional ICH activities or performances at this destination.	[74]
	V2	I sense a unique ICH ecosystem thriving here.
	V3	I experience how ICH has integrated with local production and daily life.
	V4	I have opportunities to interact directly with ICH bearers here.
Cognitive Involvement	C1	Visiting an ICH destination is very important to me.	[12,75,76]
	C2	I am very interested in this ICH destination.
	C3	During my visit, I can identify myself with this ICH site.
	C4	I find traveling in this ICH environment to be highly enjoyable.
Behavioral Involvement	BI1	I actively participate in ICH activities here.	[75]
	BI2	I pause to watch folk performances and ICH demonstrations.
	BI3	I sample local ICH-related foods here.
	BI4	I use on-site digital tools (e.g., apps or kiosks) to learn about ICH culture.

Note: English item stems are translations of the Chinese questionnaire used in data collection and analysis (Supplementary Material). Reliability and validity statistics reported in the text are based on the Chinese instrument.

Table 2. Measurement Items for Experiential Value (Mediator).

Variable	Item Code	Item Statement	Source
Experiential Value	EV1	I find that the ICH scenes here are visually distinctive and well themed.	[72,73]
	EV2	The ICH activities here are so engaging that they put me in a good mood.
	EV3	I feel that this ICH destination clearly stands out from other tourism products.
	EV4	I learn a lot about ICH culture, skills, and knowledge here.
	EV5	I believe the ICH experience here can inspire younger generations to protect and carry forward our cultural heritage.

Table 2. Measurement Items for Experiential Value (Mediator).

Variable	Item Code	Item Statement	Source
Experiential Value	EV1	I find that the ICH scenes here are visually distinctive and well themed.	[72,73]
	EV2	The ICH activities here are so engaging that they put me in a good mood.
	EV3	I feel that this ICH destination clearly stands out from other tourism products.
	EV4	I learn a lot about ICH culture, skills, and knowledge here.
	EV5	I believe the ICH experience here can inspire younger generations to protect and carry forward our cultural heritage.

C.

Moderating Variable: Cultural Identity

Cultural identity was conceptualized as tourists’ cognitive recognition, emotional attachment, and behavioral inclination toward ICH [40]. Specifically, the five items capture (a) recognition of ICH as an essential cultural and historical asset, (b) belief that ICH represents a core form of traditional cultural expression, (c) the sense of national or ethnic pride derived from ICH, (d) appreciation for creative integration of ICH with contemporary contexts, and (e) willingness to participate in heritage preservation efforts [77,78,79].

Table 3. Measurement Items for Cultural Identity (Moderator).

Variable	Item Code	Item Statement	Source
Cultural Identity	CI1	I believe ICH has significant historical and cultural value.	[77,78,79]
	CI2	I think ICH represents an important form of traditional cultural expression.
	CI3	I feel a strong sense of national pride and cultural confidence when I think about ICH.
	CI4	I appreciate how ICH can be innovatively integrated into both traditional and contemporary contexts.
	CI5	I am willing to actively participate in efforts to preserve and promote the ICH culture.

lists these items.

D.

Dependent Variable: Tourist Loyalty

Tourist loyalty in ICH tourism was operationalized predominantly as attitudinal loyalty. Although some scholars measure loyalty by repeat visitation, travel researchers argue that attitudinal indicators better capture loyalty where novelty-seeking is common [80]. The five loyalty items measure (a) prioritizing ICH destinations when traveling under similar cost constraints, (b) desire to participate in additional ICH-related activities, (c) willingness to recommend one’s preferred ICH site to friends, (d) intent to share one’s ICH travel experience publicly, and (e) willingness to provide positive word-of-mouth [81,82,83].

Table 4. Measurement Items for Tourist Loyalty (Dependent Variable).

Variable	Item Code	Item Statement	Source
Tourist Loyalty	TL1	If the costs are similar, I would choose an ICH destination first.	[81,82,83]
	TL2	I hope to participate in more ICH-related activities or tours.
	TL3	I would introduce or recommend my favorite ICH destination to friends.
	TL4	I am willing to share my ICH travel experience with others.
	TL5	I will offer positive word-of-mouth and evaluations about this trip.

displays these items.

By grounding each measurement dimension in previous empirical research and conducting rigorous validity checks, this study ensures that all constructs reliably capture the nuances of ICH tourism experiences, involvement, identity, and loyalty.

4.1.2. Questionnaire Adjustment and Data Collection

We conducted a small-scale pre-survey to ensure the questionnaire’s quality, accuracy, and scientific rigor. 109 questionnaires were distributed to individuals who reported having visited an ICH destination within the past five years. We excluded responses from anyone who had not traveled to an ICH destination in the previous five years, and questionnaires were completed in under 60 s, intending to remove inattentive or ineligible respondents. Then, 83 valid pre-survey questionnaires remained, yielding an effective response rate of 76.14%.

Using SPSS 25.0, we evaluated internal consistency reliability for each construct. The Cronbach’s alpha values for these constructs range from 0.908 to 0.952, demonstrating excellent reliability (all exceeding 0.90). In addition, “Cronbach’s alpha if item deleted” values for every item were lower than the overall alpha of their corresponding construct, indicating that no individual item diminished reliability. Corrected item-total correlations exceeded 0.40, signifying that each item correlated sufficiently with its build and did not require removal.

We then assessed construct validity through exploratory factor analysis. The Kaiser-Meyer-Olkin (KMO) measure exceeded 0.90, and Bartlett’s test of sphericity was highly significant, confirming that the data were suitable for factor extraction. These results provided confidence that the revised questionnaire would capture the intended constructs effectively.

We launched the final data collection after this pre-survey and subsequent item refinement. The questionnaire was disseminated online utilizing a non-probability convenience sampling method. During the main data collection period, 487 responses were received. After data cleaning, 385 valid questionnaires were retained for analysis. Thus, the valid response rate was 79.06% (385/487).

To quickly see nationwide coverage and regional concentration, Figure 2 shows geographic provenance of collected and valid questionnaires (IP-based attribution), where the most significant proportions of respondents come from Sichuan, Jiangsu, Shanghai, and Shandong provinces. In addition, Figure 3 shows the above cities/regions to orient those unfamiliar with Chinese geography. Exact sensitive site names are withheld for ethical reasons; the map uses regional/locality labels only.

4.2. Descriptive Statistical Analysis

The 385 valid questionnaires were subjected to statistical analyses to assess measurement properties and test the research hypotheses. First, we performed a confirmatory factor analysis (CFA) using AMOS 25 to verify the constructs’ factor structure and assess overall model fit. SPSS 25.0 was used to compute reliability measures and examine convergent and discriminant validity (via standard factor loadings, average variance extracted (AVE), and inter-construct correlations). Once the measurement model exhibited satisfactory fit (e.g., CFI > 0.90, RMSEA < 0.08, SRMR < 0.08), we proceeded to test the structural relationships.

Next, the hypothesized structural paths were evaluated using SPSS 25.0 and PROCESS v4.2. Specifically, we estimated regression equations to examine the direct effects of ICH attributes and tourism involvement on experiential value and, in turn, on tourist loyalty. Mediation effects of experiential value were tested using the bootstrap-based approach implemented in PROCESS. Finally, moderated mediation analyses were conducted to determine whether cultural identity significantly moderated the indirect effects of ICH attributes and involvement on loyalty via experiential value. All regression coefficients are reported alongside bootstrapped confidence intervals; significance was assessed at 0.05.

Table 5. Sample Demographics and Travel Characteristics (N = 385).

Characteristic	Category	Count (n)	Percentage (%)
Gender	Male	174	45.20
	Female	211	54.80
Age (years)	≤20	35	9.09
	21–40	262	68.05
	41–60	66	17.14
	≥61	22	5.72
Education Level	High school or below	35	9.09
	Vocational/Associate	75	19.48
	Bachelor’s degree	181	47.01
	Master’s degree or above	94	24.42
Occupation	Enterprise employee	141	36.62
	Student	137	35.58
	Government/Institution	38	9.87
	Self-employed/Business owner	31	8.05
	Other	38	9.88
Monthly Income (RMB)	No fixed income	120	31.17
	<2000	35	9.09
	2001–4000	90	23.38
	4001–6000	132	34.29
	>6000	8	2.08
ICH Visits (past 5 yrs)	1–2 visits	164	42.60
	3–4 visits	66	17.14
	≥5 visits	55	14.29
	First-time visit	100	26.03
Primary Motivation	“Experience ICH cultural spirit”	281	73.01
	“Incidental stop, limited ICH interest”	50	12.99
	“Academic/professional purposes”	54	14.03

summarizes the demographic and travel-related characteristics. The sample is balanced by gender (45.20% male, 54.80% female) and skewed toward higher education (71.43% hold a bachelor’s degree or above); nearly three-quarters (68.05%) are aged 21–40 (mean age = 32.80). Occupations concentrate among enterprise employees (36.62%) and students (35.58%), reflecting the survey’s reach into university networks and working professionals. Monthly income is concentrated in the 4001–6000 RMB band (34.29%), with a substantial student/no-fixed-income subgroup (31.17%). Regarding ICH travel behavior, 42.60% reported 1–2 visits to ICH destinations in the past five years, while only 14.29% visited five times or more; 26.03% were first-time visitors. Most respondents (73.01%) cited “to experience the cultural spirit of intangible heritage” as their primary motivation, whereas 12.99% described their visit as an incidental stop.

These patterns indicate that younger, educated, and digitally active visitors are more likely to seek experiential consumption, engage with interpretive media, and participate in hands-on activities. Moreover, the high proportion motivated by “experiencing cultural spirit” suggests a sample predisposed to register stronger, more substantial experiential value and identity-congruent responses. Hence, the estimated effects of perceived authenticity, vitality, involvement, and cultural-identity moderation on loyalty may be more pronounced in this sample than in a population less intrinsically interested in ICH. The relatively low share of frequent repeat visitors (≥5 visits = 14.3%) indicates that domestic ICH tourism is still maturing for many respondents.

4.3. Data Reliability and Validity Testing

4.3.1. Reliability Analysis

Cronbach’s alpha was computed for each construct to assess internal consistency reliability.

Table 6. Reliability Data for All Constructs.

Construct	Number of Items	Cronbach’s Alpha
Authenticity	4	0.885
Vitality	4	0.935
Cognitive Involvement	4	0.902
Behavioral Involvement	4	0.904
Cultural Identity	5	0.911
Experiential Value	5	0.848
Tourist Loyalty	5	0.853
Overall Instrument	31	0.963

summarizes the results. The overall questionnaire achieved an alpha of 0.963, indicating excellent reliability. Each construct’s Cronbach’s alpha also exceeded 0.80, which confirms that all scales exhibit high internal consistency.

4.3.2. Validity Analysis

Validity was assessed in two parts: Convergent validity via composite reliability (CR) and AVE; and Discriminant validity.

Convergent validity requires that each construct explains a substantial portion of the variance in its indicators. AVE should exceed 0.50 and CR should exceed 0.60 [84].

Table 7. Convergent Validity.

Construct	Item Code	Factor Loading	CR	AVE
Authenticity	A1	0.863	0.895	0.690
	A2	0.824
	A3	0.828
	A4	0.779
Vitality	V1	0.833	0.917	0.734
	V2	0.860
	V3	0.826
	V4	0.828
Cognitive Involvement	C1	0.849	0.888	0.678
	C2	0.821
	C3	0.757
	C4	0.746
Behavioral Involvement	BI 1	0.862	0.905	0.706
	BI 2	0.858
	BI 3	0.807
	BI 4	0.901
Cultural Identity	CI 1	0.821	0.921	0.699
	CI 2	0.855
	CI 3	0.840
	CI 4	0.826
	CI 5	0.838
Experiential Value	EV 1	0.737	0.854	0.539
	EV 2	0.780
	EV 3	0.755
	EV 4	0.691
	EV 5	0.706
Tourist Loyalty	TL 1	0.683	0.849	0.529
	TL 2	0.710
	TL 3	0.744
	TL 4	0.733
	TL 5	0.763

displays the convergent validity results. All standardized factor loadings are above 0.68 and significant at p < 0.001. CR values range from 0.888 to 0.917, all above 0.80, and AVE values range from 0.529 to 0.734, all above 0.50, indicating satisfactory convergent validity.

Discriminant validity was assessed using the Fornell-Larcker criterion, which requires that the square root of each construct’s AVE exceed its correlations with other constructs.

Table 8. Discriminant Validity.

Construct	AVE	1	2	3	4	5	6	7
1. Authenticity	0.690	0.831
2. Vitality	0.734	0.743 ***	0.857
3. Cognitive Involvement	0.678	0.605 ***	0.601 ***	0.828
4. Behavioral Involvement	0.706	0.550 ***	0.550 ***	0.582 ***	0.840
5. Cultural Identity	0.699	0.378 ***	0.378 ***	0.357 ***	0.354 ***	0.836
6. Experiential Value	0.539	0.757 ***	0.763 ***	0.690 ***	0.645 ***	0.780 ***	0.734
7. Tourist Loyalty	0.529	0.683 ***	0.654 ***	0.674 ***	0.710 ***	0.536 ***	0.774 ***	0.728

Note. Diagonal entries (in bold) are the square roots of AVE; off-diagonal entries are Pearson’s correlation coefficients. *** p < 0.001.

reports the discriminant validity results. All diagonal entries are larger than the corresponding off-diagonal correlations, confirming discriminant validity.

4.3.3. Confirmatory Factor Analysis

A CFA was conducted to evaluate the measurement model’s fit.

Table 9. Overall Measurement Model Fit Statistics.

Fit Index	Recommended Threshold	Model Value	Meets Criterion?
χ2	—	677.453	—
df	—	412	—
χ2/df	<3.00	1.624	Yes
CFI	>0.90	0.971	Yes
TLI	>0.90	0.962	Yes
RMSEA	<0.08	0.046	Yes

presents the CFA results. The model achieved χ²/df = 1.624. CFI = 0.971, TLI = 0.962, and RMSEA = 0.046, all meeting recommended criteria, indicating that the overall measurement model fits the data well.

4.4. Hypothesis Testing

4.4.1. Correlation Analysis

Pearson correlation coefficients (r) were computed to examine the relationships among the key variables.

Table 10. Means, Standard Deviations, and Correlations (N = 385).

Variable	M	SD	1	2	3	4	5	6	7
1. Authenticity	5.28	1.18	1
2. Vitality	5.01	1.05	0.69 **	1
3. Cognitive Involvement	4.95	1.12	0.55 **	0.56 **	1
4. Behavioral Involvement	5.40	1.04	0.51 **	0.50 **	0.54 **	1
5. Cultural Identity	5.49	1.10	0.35 **	0.36 **	0.33 **	0.33 **	1
6. Tourist Satisfaction	5.14	0.98	0.67 **	0.69 **	0.61 **	0.58 **	0.69 **	1
7. Tourist Loyalty	5.19	0.93	0.60 **	0.58 **	0.59 **	0.63 **	0.48 **	0.66 **	1

Note. M = mean; SD = standard deviation. Off-diagonal entries are Pearson’s r. ** represents for p < 0.01 (two-tailed).

presents the results. All correlations are significant at p < 0.01, and coefficients range from 0.33 to 0.69, indicating moderate positive associations. Variance inflation factors (VIFs) ranged from 1.61 to 2.29 (all < 5), confirming that multicollinearity is not a concern.

4.4.2. Main Effects Testing

We conducted hierarchical regression analyses to test H1–H5. Gender, age, education, occupation, and monthly income were entered as control variables in Step 1; independent variables (ICH attributes and tourism involvement) and the mediator (tourist satisfaction) were entered in subsequent steps.

Table 11. Hierarchical Regression Results (N = 385).

	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6	Model 7	Model 8	Model 9
	Satisfaction	Satisfaction	Satisfaction	Loyalty	Loyalty	Loyalty	Loyalty	Loyalty	Loyalty
	(1)	(2)	(3)	(4)	(5)	(6)	(7)	(8)	(9)
Constant	5.103 *** (0.752)	1.422 *** (0.375)	1.318 *** (0.402)	6.012 *** (0.518)	3.085 *** (0.281)	2.342 ** (0.304)	2.893 *** (0.296)	2.513 *** (0.322)	1.934 *** (0.428)
Control Variables
Gender	−0.052 (0.038)	−0.018 (0.037)	−0.005 (0.036)	0.002 (0.041)	0.032 (0.025)	0.054 (0.028)	0.041 (0.027)	0.038 (0.029)	0.053 (0.032)
Age	−0.008 (0.014)	0.006 (0.012)	0.004 (0.013)	−0.022 ** (0.016)	−0.013 ** (0.008)	−0.011 ** (0.009)	−0.012 ** (0.009)	−0.014 ** (0.010)	−0.012 ** (0.011)
Education	0.061 (0.029)	0.047 (0.028)	0.044 (0.027)	−0.022 (0.031)	−0.037 (0.019)	−0.039 (0.021)	−0.059 (0.020)	−0.053 (0.022)	−0.054 (0.023)
Occupation	0.071 (0.035)	0.029 (0.032)	0.051 (0.031)	0.011 (0.034)	−0.028 (0.020)	−0.012 (0.023)	−0.036 (0.022)	−0.037 (0.024)	−0.028 (0.025)
Income	−0.019 (0.022)	−0.025 (0.020)	−0.021 (0.018)	−0.038 (0.023)	−0.041 (0.014)	−0.039 (0.015)	−0.027 (0.016)	−0.033 (0.017)	−0.031 (0.018)
Independent/Mediator
Intangible Attributes	—	0.594 *** (0.039)	0.352 *** (0.056)	—	0.348 *** (0.045)	0.281 ** (0.048)	—	0.221 *** (0.047)	0.199 *** (0.049)
Tourism Involvement	—	0.582 *** (0.042)	0.273 *** (0.059)	—	0.289 *** (0.050)	0.248 ** (0.053)	—	0.193 *** (0.052)	0.184 *** (0.054)
Tourist Satisfaction	—	—	—	—	—	—	0.422 *** (0.044)	0.410 *** (0.046)	0.376 *** (0.048)
Model Fit Statistics
R2	0.035	0.527	0.452	0.081	0.472	0.519	0.485	0.537	0.589
ΔR2	0.035	0.492	0.417	0.081	0.391	0.438	0.404	0.052	0.052
F-statistic	2.145 *	55.783 ***	43.210 ***	5.211 ***	49.587 ***	46.011 ***	48.402 ***	55.673 ***	62.130 ***

Note. Unstandardized coefficients (B) are reported with standard errors (SE) in parentheses. * p < 0.05; ** p < 0.01; *** p < 0.001. The same as below.

presents the results.

4.4.3. Path Coefficients

Table 12. Path Coefficient Estimates (N = 385).

Dependent Variable	Predictor	Hypothesis	B	SE	β	p	Support
Loyalty	Authenticity	H1a	0.226	0.045	0.21	***	Yes
	Vitality	H1b	0.169	0.049	0.16	**	Yes
	Cognitive Involvement	H2a	0.217	0.043	0.20	***	Yes
	Behavioral Involvement	H2b	0.342	0.044	0.33	***	Yes
Satisfaction	Authenticity	H3a	0.275	0.042	0.25	***	Yes
	Vitality	H3b	0.318	0.048	0.30	***	Yes
	Cognitive Involvement	H4a	0.198	0.041	0.18	***	Yes
	Behavioral Involvement	H4b	0.203	0.041	0.19	***	Yes

Note.; ** p < 0.01; *** p < 0.001.

examines paths from each dimension of intangible attributes (authenticity vs. vitality) and involvement (cognitive vs. behavioral) to tourist satisfaction and loyalty via satisfaction. Results are confirming H1a–H4b.

4.4.4. Mediation Analysis

To test H6 and H7, we examined whether satisfaction mediates the effects of intangible attributes and involvement on loyalty. We estimated total, direct, and indirect effects using the bootstrap method (5000 resamples, bias-corrected 95% CIs) (

Table 13. Mediation Effect Decomposition (N = 385).

Path	Effect Type	B	SE	95% CI Lower	95% CI Upper	p
Authenticity → Satisfaction → Loyalty	Total Effect	0.457	0.037	0.385	0.529	***
	Direct Effect	0.218	0.041	0.137	0.299	***
	Indirect Effect	0.239	0.035	0.172	0.307	***
Vitality → Satisfaction → Loyalty	Total Effect	0.489	0.040	0.410	0.568	***
	Direct Effect	0.226	0.047	0.134	0.318	***
	Indirect Effect	0.263	0.038	0.197	0.332	***
Cognitive → Satisfaction → Loyalty	Total Effect	0.478	0.038	0.403	0.553	***
	Direct Effect	0.254	0.040	0.176	0.332	***
	Indirect Effect	0.224	0.033	0.162	0.289	***
Behavioral → Satisfaction → Loyalty	Total Effect	0.564	0.042	0.481	0.647	***
	Direct Effect	0.331	0.044	0.243	0.419	***
	Indirect Effect	0.233	0.032	0.169	0.302	***

Note. Bootstrap 95% CIs are reported for indirect effects. *** p < 0.001.

). For intangible attributes, the total effect on loyalty was B = 0.457, SE = 0.037, p < 0.001; the direct effect remained significant (p < 0.001), and the indirect effect (via satisfaction) was B = 0.239, SE = 0.035, 95% CI [0.172, 0.307], supporting partial mediation (H6a and H6b). Involvement had a total effect on loyalty of B = 0.481, SE = 0.039, p < 0.001; direct effect remained significant (p < 0.001); and indirect effect was B = 0.157, SE = 0.031, 95% CI [0.102, 0.222], indicating partial mediation, confirming H7a and H7b.

4.4.5. Moderation Analysis

Hypotheses H8a–H9b posited that cultural identity moderates the effects of intangible attributes and involvement on loyalty. We tested these interactions in hierarchical regression (

Table 14. Moderation Effects (Hierarchical Regression, N = 385).

	Model 10	Model 11	Model 12	Model 13	Model 14	Model 15
	Satisfaction	Satisfaction	Loyalty	Loyalty	Loyalty	Loyalty
	(10)	(11)	(12)	(13)	(14)	(15)
Constant	0.583 *** (0.184)	0.420 ** (0.182)	2.532 *** (0.238)	2.012 *** (0.258)	2.393 *** (0.265)	1.922 *** (0.277)
Control Variables
Gender	−0.007 (0.032)	0.005 (0.030)	0.043 (0.027)	0.052 (0.029)	0.041 (0.029)	0.049 (0.031)
Age	0.005 (0.011)	0.001 (0.010)	−0.018 ** (0.012)	−0.011 ** (0.013)	−0.012 * (0.013)	−0.010 (0.014)
Education	0.009 (0.023)	0.006 (0.021)	−0.049 (0.019)	−0.059 (0.020)	−0.053 (0.020)	−0.056 (0.022)
Occupation	−0.011 (0.027)	0.010 (0.025)	−0.046 (0.023)	−0.029 (0.024)	−0.044 (0.024)	−0.031 (0.026)
Income	−0.022 (0.019)	−0.026 (0.017)	−0.038 (0.016)	−0.040 (0.017)	−0.035 (0.017)	−0.034 (0.018)
Independent/Moderator
Intangible Attributes	0.456 *** (0.036)	—	0.436 *** (0.042)	—	0.317 *** (0.040)	—
Tourism Involvement	—	0.526 *** (0.039)	—	0.518 *** (0.041)	—	0.426 *** (0.042)
Satisfaction	—	—	—	—	0.397 *** (0.043)	0.402 *** (0.045)
Cultural Identity	0.231 ** (0.072)	0.215 ** (0.069)	0.399 ** (0.071)	0.426 *** (0.074)	0.133 ** (0.061)	0.120 ** (0.062)
Interaction (Attributes × Identity)	—	—	−0.079 ** (0.025)	—	−0.036 (0.021)	—
Interaction (Involvement × Identity)	—	—	—	−0.063 * (0.028)	—	−0.042 (0.023)
Model Fit
R2	0.756	0.687	0.524	0.582	0.537	0.587
ΔR2	0.756	0.687	0.524	0.582	0.015	0.015
F-statistic	121.624 ***	87.312 ***	41.309 ***	23.045 ***	39.482 ***	48.189 ***

Note.* p < 0.05; ** p < 0.01; *** p < 0.001.

). Intangible attributes, cultural identity, and their interaction term were entered after the control variables. The interaction between attributes and cultural identity was significant (p < 0.01), indicating that the positive effect of attributes on loyalty is stronger when cultural identity is higher (H8a). The interaction between involvement and cultural identity was significant (p < 0.05), supporting H9a.

4.4.6. Moderated Mediation Analysis

To evaluate H10 and H11, we used PROCESS v4.2 (Model 7) with 5000 bootstrap samples and 95% CIs. Cultural identity was tested as a moderator of the mediation by tourist satisfaction.

Table 15. Moderated Mediation Results (N = 385).

Path	Condition	Indirect Effect	SE	95% CI Lower	95% CI Upper	Index	95% CI Lower	95% CI Upper	Support
Attributes → Satisfaction → Loyalty	Low Cultural Identity	0.206	0.028	0.147	0.272	−0.069	−0.118	−0.022	Yes
	High Cultural Identity	0.137	0.024	0.085	0.192
Involvement → Satisfaction → Loyalty	Low Cultural Identity	0.174	0.025	0.121	0.236	−0.043	−0.100	0.000	No
	High Cultural Identity	0.131	0.022	0.079	0.186

Note. Unstandardized conditional indirect effects with bootstrapped standard errors (SE) and CIs. Index = difference between high and low identity effects.

displays the results.

For Attributes → Satisfaction → Loyalty, the index of moderated mediation (−0.069, 95% CI [−0.118, −0.022]) indicates that cultural identity significantly moderates the indirect effect. Satisfaction mediates the attributes-loyalty link more strongly when cultural identity is lower. H10a and H10b are supported.

For Involvement → Satisfaction → Loyalty, the index (−0.043, 95% CI [−0.100, 0.000]) indicates no significant moderation by cultural identity of the involvement-satisfaction-loyalty mediation. H11, H11a, and H11b are rejected.

4.4.7. Dimension-Specific Moderated Mediation

We examined whether satisfaction mediates the effects of each dimension of intangible attributes (authenticity vs. vitality) on loyalty, conditional on cultural identity (H10a, H10b).

Table 16. Dimension-Specific Moderated Mediation (Valid Questionnaires N = 385).

Path	Index	SE	95% CI Lower	95% CI Upper	Support
Authenticity → Satisfaction → Loyalty	−0.046	0.011	−0.068	−0.022	Yes
Vitality → Satisfaction → Loyalty	−0.041	0.012	−0.063	−0.016	Yes

shows that both indices’ CIs exclude zero. Thus, cultural identity moderates these indirect effects, supporting H10a and H10b. The direct impact remains significant, indicating partial moderated mediation.

5. Discussion

5.1. Heritage Attributes as Drivers of Tourist Loyalty

Our findings confirm that both authenticity and vitality dimensions of ICH significantly and positively influence tourist loyalty. This aligns with current research illustrating the centrality of perceived authenticity in heritage tourism [24,31]. Tourists seek “genuine” cultural experiences, which motivates return visits and positive word-of-mouth [12,13,85]. Meanwhile, the vitality dimension, which reflects ICH’s evolving nature, reinforces loyalty by connecting tourists to dynamic cultural practices. Therefore, when visitors perceive that artisans and bearers actively transmit and adapt traditions to contemporary contexts, they report stronger affective responses and higher experiential value, which supports revisit intentions and positive endorsements. The results align with Lee et al. [86], who found that distinctive heritage features help form deeper destination-tourist relationships, stimulating revisit intentions and positive endorsements. Thus, destination managers should preserve original cultural expressions while supporting living traditions to maximize ICH’s loyalty-building potential.

Moreover, the findings confirm that ICH’s perceived authenticity and vitality significantly and positively influence tourist loyalty. We frame authenticity as a visitor-centered, experiential judgment—whether performances, craft demonstrations, or rituals are seen as genuine expressions of local culture—which aligns with empirical work linking perceived authenticity to stronger experiential outcomes [24,31]. Authenticity and vitality capture distinct but complementary cues: authenticity directs visitors’ attention to provenance and embodied skill, whereas vitality signals that the tradition is living and socially meaningful. These cues promote more profound meaning-making and emotional resonance, which raises satisfaction and motivates revisit intentions and positive word-of-mouth [12,13]. Previous studies also show that distinctive heritage features strengthen destination–tourist bonds [86]. Therefore, managers should protect original expressions while supporting living transmission (e.g., master-led demonstrations and documented craft narratives) so that authenticity and vitality jointly generate the affective and cognitive responses that sustain loyalty.

5.2. Tourism Involvement and Its Role in Shaping Loyalty

Consistent with prior studies [34], cognitive and behavioral involvement strengthen loyalty. The pathway operates via intensified information processing and embodied learning: cognitive involvement promotes interpretive engagement, while behavioral involvement facilitates embodied experience and longer memory traces. These processes heighten experiential value, supporting satisfaction and loyalty, which align with Kempiak and Hollywood’s findings [87]. Importantly, design can scaffold involvement: targeted interpretive materials, short guided demonstrations, or low-cost participatory stations can convert casual interest into deeper involvement. A two-track approach is effective for destination marketers, providing rich interpretive content for curious visitors and practical, low-barrier participation for those willing to invest time.

5.3. Experiential Value (Satisfaction) as a Partial Mediator

Our mediation analysis shows that experiential value partially transmits the effects of ICH attributes and involvement to loyalty. This occurs because perceived authenticity and vitality direct visitors’ attention toward culturally salient cues, which enhances meaning-making and emotional arousal. Cognitive involvement amplifies interpretive processing, while behavioral involvement increases embodied learning; both increase the intensity and durability of the experience. The heightened experiential value raises satisfaction and normative endorsements that motivate revisit intentions and word-of-mouth. The chain, attention→meaning-making/embodiment→affective response→loyalty, aligns with S-O-R logic and is consistent with prior work linking perceived authenticity to stronger experiential outcomes in heritage settings [88,89]. Managers should design interpretive cues and hands-on touchpoints (e.g., live demonstrations with concise narration, tactile workshops) that scaffold visitors’ attention and meaning-making to convert fleeting interest into sustained loyalty.

5.4. Cultural Identity’s Moderating Role

Interestingly, cultural identity amplifies how ICH attributes and involvement translate into loyalty for identity-aligned visitors. The moderating logic is twofold. First, cultural identity furnishes an interpretive frame that increases relevance and personal meaning, so authenticity and vitality more readily convert into loyalty among those with strong identity ties [57]. Second, identity can produce a boundary effect. When cultural identity is high, visitors may rely directly on identity-based devotion as identity already predisposes favorable commitments [90]. However, experiential value remains crucial for visitors with low cultural identity as the pathway through which stimuli and involvement generate loyalty. We also find that involvement’s indirect path via experiential value is comparatively consistent across identity levels, suggesting that active engagement builds experiential resonance broadly. This implies a segmentation strategy: identity-targeted programming (e.g., symbolic festivals) can effectively convert identity-aligned visitors, while broadly accessible engagement tools are needed to build experiential value among less identity-engaged audiences.

5.5. Cross-Cultural Considerations

Cultural frameworks help explain how national or group-level differences might shape the processes we model. According to Hofstede [91] and Hall [92], we expect systematic variation in how ICH attributes, involvement, and experiential value translate into loyalty. High-context, collectivist visitors may privilege relational and symbolic cues. Hence, authenticity and vitality may more readily produce experiential value and loyalty for these visitors [93]. In contrast, low-context or individualist visitors may depend more on explicit information and structured interpretation, which makes cognitive involvement especially important for generating experiential value. Moreover, behavioral involvement may yield broad gains in experiential value across cultures, but the pathways’ strengths (direct vs. mediated through experiential value) are likely conditioned by cultural communication norms [94]. Therefore, destinations serving multi-national markets should combine practitioner-centered, visually contextualized presentations with clear, step-by-step interpretive content and multilingual guides to engage both high- and low-context visitors.

6. Conclusions and Implications

This study employed an S-O-R framework integrated with a cultural identity perspective to investigate the mechanisms driving tourist loyalty in ICH tourism. The findings confirm that perceived ICH attributes and tourism involvement are pivotal stimuli that directly foster loyalty, indirectly through experiential value mediation. Furthermore, cultural identity is a significant moderator, particularly strengthening the direct effects of ICH attributes on loyalty and influencing the mediated pathways.

6.1. Managerial Implications

Our findings offer crucial actionable levers for destination managers to strengthen experiential value and tourist loyalty.

Firstly, protect and activate authentic ICH assets. Base product development on a documented inventory of local ICH practices and collaborate with heritage bearers to preserve original techniques, rituals, and narratives. Avoid superficial “theme-park” staging and build coherent cultural narratives or “ICH cultural IP” that foreground authenticity and living tradition.

Secondly, design participatory, hands-on experiences. Prioritize workshops, master-led demonstrations, and performance-based participation that let visitors learn by doing. These activities raise cognitive and behavioral involvement, converting transient interest into stronger, more substantial experiential value and repeat visitation.

Third, technology can be used to deepen live engagement. Deploy AR/VR, mobile guides, multimedia kiosks, or interactive apps to contextualize ICH, extend interpretation, and scaffold learning; ensure these tools complement face-to-face interaction with artisans rather than substituting for it.

Fourth, ensure experience quality and culturally informed hospitality. Invest in visitor-center infrastructure, clear interpretive signage, accessibility, and staff training so front-line personnel can narrate cultural meanings accurately and empathetically. High service quality protects visitor satisfaction and prevents commodification of heritage content.

Finally, communication plays a crucial role in building cultural identity links. Use storytelling, festival programming, school partnerships, and targeted social-media campaigns to foreground symbolic meanings and identity signals. Identity-focused promotion amplifies the effect of ICH attributes and involvement on loyalty and can strengthen mediated pathways through experiential value.

Additionally, implementation should be community-sensitive. To avoid over-commercialization, local stakeholders should be involved in co-design, intellectual and cultural property should be respected, and impacts on resident attitudes should be monitored.

6.2. Limitations and Future Research

Although this study provides robust quantitative evidence, several limitations should be addressed in future research. First, our online, cross-sectional design may underrepresent groups with limited internet access and cannot establish causal ordering. Hence, future research should employ multi-site field sampling and longitudinal designs to test causal dynamics and enhance generalizability. Second, we operationalized affective response primarily through experiential value. Related constructs (i.e., place attachment or community identification) may capture different facets of emotional bonding and should be directly compared in future research. Third, the predominantly quantitative approach cannot fully reveal the micro-processes by which ICH experiences produce meaning. Hence, qualitative methods, such as semi-structured interviews and in-depth case studies, can be adopted to enrich the understanding of mechanisms, staging practices, and community perspectives. Fourth, since cultural identity operates as a conditional and context-dependent process, future studies should examine how identity evolves through repeated interactions or participatory programs. Finally, since cultural frameworks imply systematic cross-national variation, future studies should incorporate multi-country or multicultural samples to test whether the model’s pathways differ by cultural profile.