“Intangible Cultural Heritage” Label in Destination Marketing Toolkits: Does It Work and How?

Attaching the “intangible cultural heritage” (ICH) label to heritage streets is an emerging trend in China. The phenomenon remains unexplored in many countries rich in ICH resources. This study investigates whether labeling ICH is a useful marketing tool and identifies the mechanism behind how label cognition affects the tourist's intention to visit a destination. Results show that cognition about the ICH label, which combines one's level of label awareness, label-related attitudes, and label-associated recall, positively influences behavioral intention. Furthermore, one's emotions regarding the ICH label and the perceived destination image serve as mediators between label cognition and behavioral intention. Lastly, when cultural identity is high, the impact of label cognition is strong in evoking positive emotions, destination image, and behavioral intention. This study offers preliminary empirical evidence for the roles of the ICH label and can inform marketing strategies for ICH-related destinations.