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Research on the Practice Model and Development Path of "Intangible Cultural Heritage + Tourism" from the Perspective of Tourist Behavioral Psychology Science: A Case Study of Tianjin

Author(s)

Fei Liu*, Jing Zhang

Affiliation(s)

Tianjin University of Finance and Economics Pearl River College, Tianjin, China *Corresponding Author

Abstract

Against the backdrop of building a strong cultural nation and deepening the integration of culture and tourism, the combination of intangible cultural heritage (ICH) and tourism is critical for ICH dynamic inheritance and high‑quality regional tourism development. From the perspective of tourist behavioral psychology, this paper takes Tianjin as a case to explore innovative practice models and sustainable paths for ICH tourism by examining the formation mechanism of tourists’ behavioral tendencies and preferences. Using mixed methods of literature analysis and field research, this study collects statistical and case data and builds a multi‑dimensional analytical model rooted in behavioral psychology planning‑decision theory centered on tourists’ cognitive, affective and behavioral psychological mechanisms to assess “ICH + tourism” integration of Tianjin. The results show that Tianjin has developed six ICH‑tourism modes: museum exhibitions, stage performances, folk‑custom experiences, park clusters, festival events and practice bases. Targeted optimization strategies are put forward, including developing suitable cultural‑creative products, designing participatory brand activities, shaping distinctive regional cultural styles and adopting digital technologies to satisfy tourists’ personalized experience demands and promote local ICH revitalization. This research enriches the theoretical system of ICH‑tourism integration and offers practical references for regional cultural revitalization and sustainable cultural‑tourism development.

Keywords

Intangible Cultural Heritage; Tourism; Integration of Culture and Tourism; Tianjin; Innovative Development

References

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