From tradition to fashion: how intangible cultural heritage forms shape tourists' sharing motivations and behaviors

Tourists' sharing behaviors play a vital role in the dissemination of intangible cultural heritage (ICH), yet the effects of its traditional and fashionable forms remain underexplored. Guided by impression management theory, this study examines how ICH form influences two types of travel sharing—feasibility and desirability sharing—through assertive and defensive impression management motivations. Two scenario-based experiments, set in the contexts of Xunpu head-pinned flower decoration and Miao clothing, reveal that traditional ICH forms trigger stronger defensive impression management motivations, whereas fashionable forms elicit stronger assertive impression management motivations. Assertive impression management motivation partially mediates the relationship between ICH form and travel sharing type, while defensive impression management motivation shows no significant mediation. Fashion lifestyle moderates these effects, with stronger motivational differences among low-fashion-lifestyle tourists. The findings advance understanding of how ICH form shapes sharing behaviors, offering actionable insights for innovating and promoting cultural heritage in tourism destinations.