From Journey to Theatre: Unraveling the Influence of Traditional Chinese Opera’s Cultural Value on Tourists’ Behavioral Intentions

Yujia Zheng, Gong Chen, Zaijun Li and Meijuan Hu (humeijuan156@163.com)
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Yujia Zheng: School of Tourism and Cuisine, Yangzhou University, Yangzhou 225127, China
Gong Chen: School of Tourism and Cuisine, Yangzhou University, Yangzhou 225127, China
Zaijun Li: Research Institute of Central Jiangsu Development, Yangzhou University, Yangzhou 225009, China
Meijuan Hu: School of Tourism and Cuisine, Yangzhou University, Yangzhou 225127, China

Sustainability, 2025, vol. 17, issue 4, 1-21

Abstract: As a cornerstone of Chinese traditional culture, traditional Chinese opera encapsulates deep historical significance and embodies the national spirit, acting as a vital conduit for transmitting intangible cultural heritage. However, in today’s society, this art form confronts the challenge of becoming marginalized, underscoring the urgency for its revitalization and preservation. This study adopts a mixed-methods approach, integrating questionnaire surveys with semi-structured interviews, to explore how perceived value in opera culture shapes tourists’ behavioral intentions. Key findings include: (1) Emotional and socioeconomic perceived values significantly positively affect tourists’ intentions to revisit and recommend through the lens of cultural identity. (2) Conversely, aesthetic perceived value significantly negatively influences revisit intention when mediated by cultural identity but does not substantially impact word-of-mouth communication. These insights suggest that fostering emotional resonance and socioeconomic value perception among tourists is essential for positively strengthening their cultural identity and influencing their behavior. Additionally, there is a need to refine and enhance the aesthetic experience based on real-world encounters. Building on these conclusions, it is advised that opera troupes and tourist destinations innovate in presenting operas while the government bolsters policy support to boost market competitiveness and enrich audience experience design. In doing so, we can aid the rejuvenation of opera culture for the modern era.

Keywords: perceived value of traditional Chinese opera culture; behavioral intentions; cultural identity; mediation effect (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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