Author Identifier (ORCID)
Songshan Huang: https://orcid.org/0000-0003-4990-2788
Abstract
The fashion evolution of intangible cultural heritage in tourist destinations is vital for promoting intangible cultural heritage inheritance and innovation. However, there is limited literature on its specific manifestations and influencing factors. This study employed a mixed research design. Study 1, taking Xunpu head-pinned flowers decoration as a study case, and following grounded analysis, found that the fashion evolution of intangible cultural heritage in tourist destinations was manifested by the pattern of “traditional ontology evolving into fashion ontology, traditional representations evolving into fashion representations, and traditional constructions evolving into fashion constructions.” Study 2, based on a scenario-based experiment, found that celebrity endorsement and high fan herd mentality significantly influenced tourists’ fashion perceptions and sharing behaviors toward intangible cultural heritage in tourist destinations. Tourists’ fashion perception mediated the relationship between celebrity endorsement and high fan herd mentality on sharing behavior. Study 3 took the Tibetan dress as a study case and verified the validity of the influence mechanism through its analysis. This research highlights the specific manifestations of intangible cultural heritage fashion evolution and the impact of celebrity and fan dynamics, enriching the literature on cultural sustainability and offering strategic guidance for intangible cultural heritage innovation.
Document Type
Journal Article
Date of Publication
1-1-2025
Publication Title
Journal of Travel Research
Publisher
Sage
School
School of Business and Law
RAS ID
82714
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
This is an Author's Accepted Manuscript version of an article published by SAG in Journal of Travel Research. The published article is available at https://doi.org/10.1177/00472875251353481
Xie, C., Zhu, H., Zhang, J., & Huang, S. (2025). Fashioning intangible cultural heritage in tourism. Journal of Travel Research. Advance online publication. Copyright © 2025 SAGE. DOI: 10.1177/00472875251353481