{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T18:10:29Z","timestamp":1790014229066,"version":"4.0.1"},"reference-count":57,"publisher":"Public Library of Science (PLoS)","issue":"9","license":[{"start":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T00:00:00Z","timestamp":1789948800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100009620","name":"Science and Technology Department of Gansu Province","doi-asserted-by":"publisher","award":["24YFGA047"],"award-info":[{"award-number":["24YFGA047"]}],"id":[{"id":"10.13039\/501100009620","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>Intangible cultural heritage tourism plays an important role in cultural sustainability, yet how tourists\u2019 experiential perceptions are associated with their willingness to support ICH inheritance remains insufficiently understood. Taking Gansu Shehuo, a representative form of Chinese folk intangible cultural heritage, as the empirical context, this study investigates how ritualized experiences and perceived authenticity are associated with tourists\u2019willingness to support ICH inheritance.Based on 390 valid questionnaires, the study further explores both the independent effects and configurational pathways underlying tourists\u2019 willingness to support ICH inheritance.The results show that uniqueness, ceremoniality, non-functionality, objective authenticity, and existential authenticity are significantly and positively associated with tourists\u2019 willingness to support ICH inheritance, whereas commitment and constructive authenticity have no significant direct effects. The necessity analysis indicates that no single antecedent condition is necessary for either high or low willingness. The configurational analysis further identifies six configurations leading to high willingness and one configuration leading to low willingness, demonstrating equifinality and causal asymmetry. The findings suggest that sustainable ICH revitalization may benefit from the coordinated development of ritual distinctiveness, symbolic order, historical credibility, and lived authenticity rather than from isolated experiential attributes.<\/jats:p>","DOI":"10.1371\/journal.pone.0358987","type":"journal-article","created":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T17:40:42Z","timestamp":1790012442000},"page":"e0358987","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Ritualized experiences and perceived authenticity in shaping tourists\u2019 willingness to support intangible cultural heritage inheritance"],"prefix":"10.1371","volume":"21","author":[{"given":"Wangbing","family":"Liang","sequence":"first","affiliation":[{"name":"Tourism College of Northwest Normal University","place":["Lanzhou, China"]},{"name":"Tourism Development Research Academy of Gansu","place":["Lanzhou, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0007-4665-5888","authenticated-orcid":true,"given":"Haoyu","family":"Song","sequence":"additional","affiliation":[{"name":"Tourism College of Northwest Normal University","place":["Lanzhou, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,9,21]]},"reference":[{"issue":"1","key":"pone.0358987.ref001","doi-asserted-by":"crossref","first-page":"238","DOI":"10.1016\/S0160-7383(02)00064-6","article-title":"The core of heritage tourism","volume":"30","author":"Y Poria","year":"2003","journal-title":"Annals of Tourism Research"},{"issue":"2","key":"pone.0358987.ref002","doi-asserted-by":"crossref","first-page":"199","DOI":"10.1080\/10941665.2012.735682","article-title":"Heritage Tourism in Malaysia: Fostering a Collective National Identity in an Ethnically Diverse Country","volume":"19","author":"G Butler","year":"2012","journal-title":"Asia Pacific Journal of Tourism Research"},{"issue":"1","key":"pone.0358987.ref003","doi-asserted-by":"crossref","first-page":"116","DOI":"10.1016\/j.annals.2009.08.001","article-title":"Heritage tourism: Emotional journeys into nationhood","volume":"37","author":"HY Park","year":"2010","journal-title":"Annals of Tourism research"},{"key":"pone.0358987.ref004","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1016\/j.tourman.2016.05.017","article-title":"Warfare tourism experiences and national identity: The case of Airborne Museum \u2018Hartenstein\u2019 in Oosterbeek, the Netherlands","volume":"57","author":"J Gieling","year":"2016","journal-title":"Tourism Management"},{"key":"pone.0358987.ref005","doi-asserted-by":"crossref","first-page":"100533","DOI":"10.1016\/j.jdmm.2020.100533","article-title":"Determinants of word of mouth intention for a World Heritage Site: The case of the Sun Temple in India","volume":"19","author":"M Deb","year":"2021","journal-title":"Journal of Destination Marketing & Management"},{"key":"pone.0358987.ref006","doi-asserted-by":"crossref","first-page":"104876","DOI":"10.1016\/j.tourman.2023.104876","article-title":"Knowledge-based or affection-based? The influence mechanism of heritage tourism interpretation content on tourists\u2019 willingness to inherit culture","volume":"102","author":"W-Q Ruan","year":"2024","journal-title":"Tourism Management"},{"key":"pone.0358987.ref007","doi-asserted-by":"crossref","first-page":"111","DOI":"10.1016\/j.tourman.2017.12.013","article-title":"Experience-involvement, memorability and authenticity: The service provider\u2019s effect on tourist experience","volume":"67","author":"A Zatori","year":"2018","journal-title":"Tourism Management"},{"key":"pone.0358987.ref008","doi-asserted-by":"crossref","first-page":"100659","DOI":"10.1016\/j.tmp.2020.100659","article-title":"Constructing an intangible cultural heritage experiencescape: The case of the Feast of the Drunken Dragon (Macau)","volume":"34","author":"Z Chen","year":"2020","journal-title":"Tourism Management Perspectives"},{"key":"pone.0358987.ref009","doi-asserted-by":"crossref","first-page":"376","DOI":"10.1016\/j.tourman.2018.02.012","article-title":"Sense of place and sustainability of intangible cultural heritage \u2013 The case of George Town and Melaka","volume":"67","author":"S-K Tan","year":"2018","journal-title":"Tourism Management"},{"issue":"3","key":"pone.0358987.ref010","doi-asserted-by":"crossref","first-page":"1295","DOI":"10.1016\/j.annals.2012.03.004","article-title":"Authentication: Hot and cool","volume":"39","author":"E Cohen","year":"2012","journal-title":"Annals of Tourism Research"},{"key":"pone.0358987.ref011","doi-asserted-by":"crossref","first-page":"103208","DOI":"10.1016\/j.annals.2021.103208","article-title":"Authenticity in tourism theory and experience. Practically indispensable and theoretically mischievous?","volume":"89","author":"K Moore","year":"2021","journal-title":"Annals of Tourism Research"},{"key":"pone.0358987.ref012","doi-asserted-by":"crossref","first-page":"101258","DOI":"10.1016\/j.tmp.2024.101258","article-title":"Ritual in tourism: Evolution, Progress, and future prospects","volume":"52","author":"H Chen","year":"2024","journal-title":"Tourism Management Perspectives"},{"key":"pone.0358987.ref013","doi-asserted-by":"crossref","first-page":"105036","DOI":"10.1016\/j.tourman.2024.105036","article-title":"When intangible cultural heritage meets modernization\u2013Can Chinese opera with modernized elements attract young festival-goers?","volume":"107","author":"S Li","year":"2025","journal-title":"Tourism Management"},{"key":"pone.0358987.ref014","doi-asserted-by":"crossref","first-page":"105161","DOI":"10.1016\/j.tourman.2025.105161","article-title":"Transforming intangible cultural heritage in destinations: A fashion communication perspective","volume":"110","author":"C Xie","year":"2025","journal-title":"Tourism Management"},{"key":"pone.0358987.ref015","doi-asserted-by":"crossref","first-page":"104900","DOI":"10.1016\/j.tourman.2024.104900","article-title":"How can tourism be made engaging and meaningful? A measurement scale for ritual interaction","volume":"103","author":"J Lu","year":"2024","journal-title":"Tourism Management"},{"issue":"3","key":"pone.0358987.ref016","doi-asserted-by":"crossref","first-page":"1495","DOI":"10.1016\/j.annals.2012.04.003","article-title":"Performing heritage: rethinking authenticity in tourism","volume":"39","author":"Y Zhu","year":"2012","journal-title":"Annals of Tourism Research"},{"issue":"2","key":"pone.0358987.ref017","doi-asserted-by":"crossref","first-page":"287","DOI":"10.1080\/14616688.2017.1285958","article-title":"Performance and visitors\u2019 perception of authenticity in eco-cultural tourism","volume":"19","author":"G Tiberghien","year":"2017","journal-title":"Tourism Geographies"},{"issue":"4","key":"pone.0358987.ref018","doi-asserted-by":"crossref","first-page":"650","DOI":"10.1080\/13683500.2021.1905617","article-title":"The relevance of motivation, authenticity and destination image to explain future behavioural intention in a UNESCO World Heritage Site","volume":"25","author":"V Carreira","year":"2021","journal-title":"Current Issues in Tourism"},{"key":"pone.0358987.ref019","doi-asserted-by":"crossref","first-page":"100843","DOI":"10.1016\/j.jdmm.2023.100843","article-title":"Examining the ritualized experiences of intangible cultural heritage tourism","volume":"31","author":"Q Yan","year":"2024","journal-title":"Journal of Destination Marketing & Management"},{"key":"pone.0358987.ref020","doi-asserted-by":"crossref","first-page":"103348","DOI":"10.1016\/j.annals.2021.103348","article-title":"Rethinking authenticity through complexity paradigm","volume":"92","author":"MB de Andrade-Matos","year":"2022","journal-title":"Annals of Tourism Research"},{"key":"pone.0358987.ref021","doi-asserted-by":"crossref","first-page":"101006","DOI":"10.1016\/j.jdmm.2025.101006","article-title":"Investigating the role of travel motivation and perceived authenticity in traveler visitation to heritage sites","volume":"37","author":"X Cheng","year":"2025","journal-title":"Journal of Destination Marketing & Management"},{"issue":"3","key":"pone.0358987.ref022","doi-asserted-by":"crossref","first-page":"81","DOI":"10.2478\/ajbals-2025-0030","article-title":"From ethnographic narratives to cultural Tourism: Integrating intangible heritage into sustainable development in Northern Albania","volume":"11","author":"V Gjylbegaj","year":"2025","journal-title":"Academic Journal of Business, Administration, Law and Social Sciences"},{"issue":"1","key":"pone.0358987.ref023","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1080\/1743873X.2016.1245735","article-title":"Roles of intangible cultural heritage in tourism in natural protected areas","volume":"13","author":"MH Esfehani","year":"2016","journal-title":"Journal of Heritage Tourism"},{"issue":"7","key":"pone.0358987.ref024","doi-asserted-by":"crossref","first-page":"980","DOI":"10.1177\/1096348019840789","article-title":"Planning for Intangible Cultural Heritage in Tourism: Challenges and Implications","volume":"43","author":"MH Esfehani","year":"2019","journal-title":"Journal of Hospitality & Tourism Research"},{"key":"pone.0358987.ref025","doi-asserted-by":"crossref","first-page":"85","DOI":"10.1016\/j.jhtm.2023.12.002","article-title":"Tourism and legacy transmission: A shared reality perspective echoing the Samurai legacy","volume":"58","author":"P Christou","year":"2024","journal-title":"Journal of Hospitality and Tourism Management"},{"key":"pone.0358987.ref026","doi-asserted-by":"crossref","first-page":"151","DOI":"10.1016\/j.jhtm.2022.06.011","article-title":"The influence of ICH-narrator\/self-congruity on tourist\u2019s purchase intention of intangible cultural heritage products in a narrative context","volume":"52","author":"Y Guo","year":"2022","journal-title":"Journal of Hospitality and Tourism Management"},{"key":"pone.0358987.ref027","doi-asserted-by":"crossref","first-page":"272","DOI":"10.1016\/j.jhtm.2023.06.025","article-title":"\u201cIntangible cultural heritage\u201d label in destination marketing toolkits: Does it work and how?","volume":"56","author":"Q Qiu","year":"2023","journal-title":"Journal of Hospitality and Tourism Management"},{"issue":"6","key":"pone.0358987.ref028","doi-asserted-by":"crossref","first-page":"541","DOI":"10.1080\/10941665.2019.1593205","article-title":"Agricultural heritage as a creative tourism attraction","volume":"24","author":"NT Farsani","year":"2019","journal-title":"Asia Pacific Journal of Tourism Research"},{"key":"pone.0358987.ref029","doi-asserted-by":"crossref","first-page":"100828","DOI":"10.1016\/j.tmp.2021.100828","article-title":"The formation process of tourist attachment to a destination","volume":"38","author":"L Cao","year":"2021","journal-title":"Tourism Management Perspectives"},{"issue":"1","key":"pone.0358987.ref030","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1177\/1356766711432222","article-title":"Experience economy constructs as a framework for understanding wine tourism","volume":"18","author":"D Quadri-Felitti","year":"2012","journal-title":"Journal of Vacation Marketing"},{"key":"pone.0358987.ref031","doi-asserted-by":"crossref","first-page":"103051","DOI":"10.1016\/j.ssaho.2026.103051","article-title":"The implementation of the Megebeg-Gebegan performing art in Buleleng, North Bali: A combination of emic, etic, and hermeneutic-interpretive perspectives","volume":"13","author":"NM Ruastiti","year":"2026","journal-title":"Social Sciences & Humanities Open"},{"issue":"3","key":"pone.0358987.ref032","doi-asserted-by":"crossref","first-page":"1495","DOI":"10.1016\/j.annals.2012.04.003","article-title":"Performing heritage: rethinking authenticity in tourism","volume":"39","author":"Y Zhu","year":"2012","journal-title":"Annals of Tourism Research"},{"key":"pone.0358987.ref033","doi-asserted-by":"crossref","first-page":"104773","DOI":"10.1016\/j.actpsy.2025.104773","article-title":"Exploring the impact of AI-enhanced virtual tourism on Tourists\u2019 pro-environmental behavior: A stimulus-organism-response model perspective","volume":"253","author":"S Wu","year":"2025","journal-title":"Acta Psychol (Amst)"},{"issue":"2","key":"pone.0358987.ref034","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1016\/S0160-7383(98)00103-0","article-title":"Rethinking authenticity in tourism experience","volume":"26","author":"N Wang","year":"1999","journal-title":"Annals of Tourism Research"},{"issue":"5","key":"pone.0358987.ref035","doi-asserted-by":"crossref","first-page":"652","DOI":"10.1016\/j.tourman.2009.07.010","article-title":"A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?","volume":"31","author":"T Kolar","year":"2010","journal-title":"Tourism Management"},{"key":"pone.0358987.ref036","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1016\/j.tourman.2019.03.001","article-title":"The role and dimensions of authenticity in heritage tourism","volume":"74","author":"E Park","year":"2019","journal-title":"Tourism Management"},{"issue":"2","key":"pone.0358987.ref037","doi-asserted-by":"crossref","first-page":"188","DOI":"10.1177\/13567667211038955","article-title":"Tourist gazes through photographs","volume":"28","author":"R Ekici Cilkin","year":"2021","journal-title":"Journal of Vacation Marketing"},{"issue":"5","key":"pone.0358987.ref038","doi-asserted-by":"crossref","first-page":"2940","DOI":"10.3390\/su14052940","article-title":"Perceived Authenticity and Experience Quality in Intangible Cultural Heritage Tourism: The Case of Kunqu Opera in China","volume":"14","author":"W Lu","year":"2022","journal-title":"Sustainability"},{"issue":"2","key":"pone.0358987.ref039","doi-asserted-by":"crossref","first-page":"413","DOI":"10.1080\/10941665.2025.2523350","article-title":"\u201cDouble authenticity\u201d in digital heritage communication: examining the interaction effects of virtual cultural ambassadors on tourist behavioral intentions","volume":"31","author":"B Cheng","year":"2025","journal-title":"Asia Pacific Journal of Tourism Research"},{"issue":"12","key":"pone.0358987.ref040","doi-asserted-by":"crossref","first-page":"1989","DOI":"10.1080\/13683500.2023.2222581","article-title":"The influence of perceived authenticity on pilgrimage image in the Dajia Mazu pilgrimage","volume":"27","author":"Y-C Huang","year":"2023","journal-title":"Current Issues in Tourism"},{"key":"pone.0358987.ref041","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1016\/j.tourman.2018.01.013","article-title":"Authenticity and loyalty at heritage sites: The moderation effect of postmodern authenticity","volume":"67","author":"X Yi","year":"2018","journal-title":"Tourism Management"},{"key":"pone.0358987.ref042","doi-asserted-by":"crossref","first-page":"84","DOI":"10.1016\/j.jdmm.2019.03.008","article-title":"Existential authenticity and destination loyalty: Evidence from heritage tourists","volume":"12","author":"X Fu","year":"2019","journal-title":"Journal of Destination Marketing & Management"},{"key":"pone.0358987.ref043","doi-asserted-by":"crossref","first-page":"100500","DOI":"10.1016\/j.jdmm.2020.100500","article-title":"The roles of cultural worldview and authenticity in tourists\u2019 decision-making process in a heritage tourism destination using a model of goal-directed behavior","volume":"18","author":"C-K Lee","year":"2020","journal-title":"Journal of Destination Marketing & Management"},{"key":"pone.0358987.ref044","doi-asserted-by":"crossref","first-page":"85","DOI":"10.1016\/j.tourman.2015.01.026","article-title":"Authenticity, involvement, and image: Evaluating tourist experiences at historic districts","volume":"50","author":"L Lu","year":"2015","journal-title":"Tourism Management"},{"issue":"2","key":"pone.0358987.ref045","doi-asserted-by":"crossref","first-page":"248","DOI":"10.1080\/13683500.2018.1502261","article-title":"The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism","volume":"23","author":"AM Dom\u00ednguez-Quintero","year":"2018","journal-title":"Current Issues in Tourism"},{"key":"pone.0358987.ref046","doi-asserted-by":"crossref","first-page":"100404","DOI":"10.1016\/j.jdmm.2019.100404","article-title":"Authenticity, involvement, and nostalgia: Understanding visitor satisfaction with an adaptive reuse heritage site in urban China","volume":"15","author":"J Gao","year":"2020","journal-title":"Journal of Destination Marketing & Management"},{"key":"pone.0358987.ref047","doi-asserted-by":"crossref","first-page":"51","DOI":"10.1016\/j.jhtm.2024.06.008","article-title":"The effects of involvement, authenticity, and destination image on tourist satisfaction in the context of Chinese ancient village tourism","volume":"60","author":"Y Zhao","year":"2024","journal-title":"Journal of Hospitality and Tourism Management"},{"key":"pone.0358987.ref048","doi-asserted-by":"crossref","first-page":"101085","DOI":"10.1016\/j.tmp.2023.101085","article-title":"How perceived authenticity affects tourist satisfaction and behavioral intention towards natural disaster memorials: A mediation analysis","volume":"46","author":"J Wang","year":"2023","journal-title":"Tourism Management Perspectives"},{"key":"pone.0358987.ref049","doi-asserted-by":"crossref","first-page":"104875","DOI":"10.1016\/j.tourman.2023.104875","article-title":"Authenticity, identity, self-improvement, and responsibility at heritage sites: The local residents\u2019 perspective","volume":"102","author":"X Yi","year":"2024","journal-title":"Tourism Management"},{"key":"pone.0358987.ref050","doi-asserted-by":"crossref","first-page":"101059","DOI":"10.1016\/j.jdmm.2025.101059","article-title":"From authenticity to loyalty via subjective well-being and place attachment: Evidence from a World Heritage Site across local, national, and international visitors","volume":"39","author":"R Shaykh-Baygloo","year":"2026","journal-title":"Journal of Destination Marketing & Management"},{"issue":"23","key":"pone.0358987.ref051","doi-asserted-by":"crossref","first-page":"3887","DOI":"10.1080\/13683500.2022.2153012","article-title":"Destination authenticity, place attachment and loyalty: evaluating tourist experiences at traditional villages","volume":"26","author":"Z-F Zhao","year":"2022","journal-title":"Current Issues in Tourism"},{"issue":"24","key":"pone.0358987.ref052","doi-asserted-by":"crossref","first-page":"3955","DOI":"10.1080\/13683500.2022.2153650","article-title":"Authenticity, psychological ownership and tourist commitment in heritage tourism: the moderating effect of cultural intelligence","volume":"26","author":"J Liu","year":"2022","journal-title":"Current Issues in Tourism"},{"issue":"1","key":"pone.0358987.ref053","doi-asserted-by":"crossref","first-page":"29","DOI":"10.1016\/j.tourman.2009.02.008","article-title":"Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists","volume":"31","author":"C-F Chen","year":"2010","journal-title":"Tourism Management"},{"key":"pone.0358987.ref054","doi-asserted-by":"crossref","first-page":"104154","DOI":"10.1016\/j.tourman.2020.104154","article-title":"Destination image and tourist behavioural intentions: A meta-analysis","volume":"81","author":"M Afshardoost","year":"2020","journal-title":"Tourism management"},{"issue":"4","key":"pone.0358987.ref055","doi-asserted-by":"crossref","first-page":"840","DOI":"10.1108\/TR-01-2023-0053","article-title":"Family tourists\u2019 emotional responses at world heritage sites (WHSs): the effects of existential authenticity and interpersonal interaction","volume":"79","author":"B Meng","year":"2023","journal-title":"TR"},{"issue":"2","key":"pone.0358987.ref056","doi-asserted-by":"crossref","first-page":"393","DOI":"10.5465\/amj.2011.60263120","article-title":"Building Better Causal Theories: A Fuzzy Set Approach to Typologies in Organization Research","volume":"54","author":"PC Fiss","year":"2011","journal-title":"AMJ"},{"issue":"7","key":"pone.0358987.ref057","article-title":"Study of risk perception consumption behavior of sports tourism in China","volume":"18","author":"G Li","year":"2023","journal-title":"PLoS One"}],"container-title":["PLOS One"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0358987","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T17:40:53Z","timestamp":1790012453000},"score":1,"resource":{"primary":{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0358987"}},"subtitle":[],"editor":[{"given":"Bo","family":"Pu","sequence":"first","affiliation":[{"name":"Sichuan Agricultural University","place":["CHINA"]}],"role":[{"vocabulary":"crossref","role":"editor"}]}],"short-title":[],"issued":{"date-parts":[[2026,9,21]]},"references-count":57,"journal-issue":{"issue":"9","published-online":{"date-parts":[[2026,9,21]]}},"URL":"https:\/\/doi.org\/10.1371\/journal.pone.0358987","relation":{},"ISSN":["1932-6203"],"issn-type":[{"value":"1932-6203","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,9,21]]}}}