The Predominant Role of Traditional Architecture as a Construct of Intangible Cultural Heritage Tourism: Empirical Evidence from China

This study investigates how generational differences and regional levels of economic development moderate interest in Intangible Cultural Heritage (ICH) tourism, focusing on four key facets: traditional food, crafts, local dialects, and architecture. Drawing on survey data from 409 respondents across multiple economic tiers in China, the study employs one-way ANOVAs, structural equation modeling (SEM), and linear regression-based moderation analyses. The results indicate that while the overall perceived importance of ICH is uniformly high across generations, significant variation emerges in the level of interest toward specific ICH elements. In particular, younger generations tend to show greater interest in experiential, visually oriented heritage, such as food, while older generations tend to show a stronger attachment to crafts and dialects. Traditional architecture, however, emerges as a culturally universal form of heritage, demonstrating no significant differences across either generational or economic contexts. To strengthen analytical robustness, the study cross-validates findings through SEM and moderation analyses using interaction terms. These findings highlight the joint roles of generational identity and structural context in shaping cultural tourism preferences and offer actionable insights for designing region-specific and generation-sensitive ICH engagement strategies.