Permanent record
RIR-2078 · Logged 13 July 2026
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.
In plain words
Can famous cultural figures draw people into living traditions and customs? This study looks at how their backing affects visitor interest at heritage sites and online, including people's wish to pass culture on to future generations.
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
Academic fields and topic tags
Study frame: 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.
- originality
- Moderate
- methodology
- Moderate
- Data access
- Moderate
- ethics
- Accessible
Quality and audit
82/100 quality
Safeguard-based audit was not recorded under the prior standard.
- Focuses on the intersection of celebrity culture and heritage preservation.
- Requires careful selection of cultural influencers.
- Open-access scholarly source and DOI metadata verified
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Research Idea curation
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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
This is an AI-inferred direction. The source authors did not state it as a recommendation.
Open source ↗