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.
Xiao et al. (2025) studied this question.