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Permanent record · RIR–2078

Leveraging Cultural Celebrity Endorsements to Enhance Intangible Cultural Heritage Tourism Engagement and Generativity

This research investigates how cultural celebrity endorsements influence tourist engagement with intangible cultural heritage, focusing on the mechanism of generativity in digital and physical tourism contexts.

Open to researchMBA suitableQualified 82/100P4 provenance
Primary research question

How do cultural celebrity endorsements influence visitor engagement and perceived value within intangible cultural heritage tourism?

Knowledge gap

What remains worth asking

Existing literature has yet to fully delineate the psychological mechanisms, specifically generativity, through which celebrity influence translates into sustainable engagement with intangible heritage assets.

Potential contribution

Why it may matter

Understanding these dynamics allows heritage managers to design more effective promotional strategies that foster deeper cultural appreciation rather than superficial consumption.

Academic placement

OECD fields and topic tags

6.1History and archaeology
Tourism ManagementCultural StudiesMarketing

Scope: Applied to national heritage sites and digital tourism platforms. · Method signals: Structural Equation Modeling, Survey Research

Possible study pathways

One question, different levels

Professional master’s / MBA

Developing marketing strategies for cultural tourism organizations.

Research master’s

Investigating the psychological impact of digital influencers on cultural preservation.

originalityModerate
methodologyModerate
Data accessModerate
ethicsAccessible

Qualification signal

82/100

  • Focuses on the intersection of celebrity culture and heritage preservation.
  • Requires careful selection of cultural influencers.
  • Open-access scholarly source and DOI metadata verified

Provenance

Research Idea Registry curation

  • DOI and bibliographic metadata independently resolved
  • Open-access status verified
  • The research direction is transparently marked as AI-inferred
The public contributor code contains no name or account email.

APA 7 source

Yang, J., Luo, J. M., & Yao, R. (2025). Elevating cultural celebrity endorsements’ impact in intangible cultural heritage tourism: role of generativity. Humanities and Social Sciences Communications, 12(1), Article 300. https://doi.org/10.1057/s41599-025-04615-3

Paper abstract and discussion context; AI-inferred direction

Open source ↗

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