{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,17]],"date-time":"2026-10-17T15:51:16Z","timestamp":1792252276130,"version":"4.4.0"},"reference-count":89,"publisher":"Public Library of Science (PLoS)","issue":"4","license":[{"start":{"date-parts":[[2026,4,2]],"date-time":"2026-04-02T00:00:00Z","timestamp":1775088000000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Research Project of Fujian Philosophy and Social Sciences Planning","award":["FJ2025BF044"],"award-info":[{"award-number":["FJ2025BF044"]}]},{"name":"Youth Projects of the Social Science Fund of Jiangxi Province","award":["25GL47"],"award-info":[{"award-number":["25GL47"]}]},{"name":"Putian Science and Technology Bureau Project","award":["2023SZ3001PTXY12"],"award-info":[{"award-number":["2023SZ3001PTXY12"]}]},{"name":"Research Project of the Science and Technology Innovation Think Tank of the Fujian Provincial Association for Science and Technology","award":["FJKX-2024XKB023"],"award-info":[{"award-number":["FJKX-2024XKB023"]}]},{"name":"Startup Fund for Advanced Talents of Putian University","award":["2021079"],"award-info":[{"award-number":["2021079"]}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>Cultural heritage tourism is pivotal for fostering cultural identity, yet the psychological pathway from experience to identity formation in non-Western, folk-religious contexts remains unclear. This study examines this process within Mazu culture (a UNESCO intangible heritage), proposing a serial mediation model where 4E experiences (i.e., Entertainment, Educational, Escapist, Esthetic) foster emotional resonance, which in turn strengthens cultural identity, ultimately leading to place identity. Data from 583 tourists at Meizhou Island were analyzed using structural equation modeling and bootstrap tests. The findings reveal that all 4E dimensions significantly enhance emotional resonance, with the Escapist experience being the most potent. Crucially, the sequential mediation of emotional resonance and cultural identity was confirmed for 4E experiences, with the escapist experience exhibiting a complete mediation on place identity. Notably, Educational experience influenced cultural identity only indirectly via emotional resonance. As the first to empirically validate this complete \u201cexperience-emotion-identity\u201d chain, this study refines the S-O-R paradigm by delineating its internal psychological sequence and highlights the paramount role of escapist immersion in folk-religious tourism, offering actionable insights for destination management and sustainable heritage preservation.<\/jats:p>","DOI":"10.1371\/journal.pone.0346153","type":"journal-article","created":{"date-parts":[[2026,4,2]],"date-time":"2026-04-02T17:25:57Z","timestamp":1775150757000},"page":"e0346153","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":3,"title":["The impact of cultural tourism experience on cultural identity: A case study of Mazu culture"],"prefix":"10.1371","volume":"21","author":[{"given":"Mian","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hee Seung","family":"Lee","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0009-6946-160X","authenticated-orcid":true,"given":"Wen Qiang","family":"Chen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,4,2]]},"reference":[{"key":"pone.0346153.ref001","doi-asserted-by":"crossref","first-page":"1032672","DOI":"10.3389\/fpsyg.2022.1032672","article-title":"An empirical study on cultural identity measurement and its influence mechanism among heritage tourists","volume":"13","author":"Y Fu","year":"2023","journal-title":"Front Psychol"},{"key":"pone.0346153.ref002","doi-asserted-by":"crossref","first-page":"70","DOI":"10.1016\/j.jhtm.2020.05.003","article-title":"Touristic experience at a nomadic sporting event: Craving cultural connection, sacredness, authenticity, and nostalgia","volume":"44","author":"IA Wong","year":"2020","journal-title":"Journal of Hospitality and Tourism Management"},{"key":"pone.0346153.ref003","doi-asserted-by":"crossref","first-page":"12","DOI":"10.1016\/j.jhtm.2018.03.005","article-title":"Cultural tourism: A review of recent research and trends","volume":"36","author":"G Richards","year":"2018","journal-title":"Journal of Hospitality and Tourism Management"},{"key":"pone.0346153.ref004","doi-asserted-by":"crossref","first-page":"1","DOI":"10.4324\/9781003031291-1","article-title":"Heritage and religion in East Asia.","volume-title":"Heritage and religion in East Asia","author":"Y Zhu","year":"2020"},{"key":"pone.0346153.ref005","first-page":"91","article-title":"Matsu enshrined in the sanctuary of world heritage: The 2009 inscription of \u201cMazu belief and customs\u201d on UNESCO\u2019s representative list of the intangible cultural heritage of humanity and the role of Taiwan in preserving the cult of the goddess.","volume-title":"Nouveaux horizons pour la recherche: Actes du Symposium international sur Mazu et les croyances populaires chinoises","author":"F. 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