Exploring the Delivered Value and Sustainable Development of the Intangible Cultural Heritage, Xiaolan Chrysanthemum Exhibition

Abstract

Intangible cultural heritage (ICH) is a result of human wisdom and civilization around the world and should be guarded and inherited by all people. Xiaolan Chrysanthemum Exhibition, as one of China’s national ICH folk activities, represents chrysanthemum culture. Taking the Xiaolan Chrysanthemum Exhibition as a case study, we aim to explore the relationship among ICH delivered value, emotional identity, and sustainable development. We collected 587 questionnaires, 495 of which are valid, achieving a valid sample rate of 84.33%. After that, IBM SPSS 22.0 and AMOS 26.0 were used for empirical analysis. The results show that perceived cost does not have a notable impact on ICH sustainable development while social value and educational value can pose a positive impact on ICH sustainable development through emotional identity. Notably, economic value can pose both direct and indirect impacts on ICH sustainable development through emotional identity.