01523nas a2200265   4500000000100000000000100001000000100002008004100003260000800044653002900052653004100081653001000122653002300132653002800155100001100183700001300194700001500207700001600222245010000238856014100338300001200479490000700491520073900498022002001237       2022                            d  cnov10adecision-making behavior10aIntangible cultural heritage tourism10aMacao10arationality theory10aSustainable development1 aFu Hsu1 aSu Zhang1 aYang Zhang1 aTimothy Lee00aDecision-making behavior in the sustainable development of intangible cultural heritage tourism  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85134738165&doi=10.1002%2fjtr.2546&partnerID=40&md5=bb14268f1acc36ab78bf33c9d376a2d4  a800-8120 v243 aThis study explores the sustainable development of intangible cultural heritage (ICH) tourism from a rational behavioral process perspective based on the theory of planned behavior. A multi-level conceptual model of ICH tourism and its intentions for sustainable development, including formal rationality and substantive rationality, is constructed. We discovered that it is not only altruistic intention that contributes to decision-making in the sustainable development of ICH tourism, but egoistic benefit also has an impact on such decisions. This is an explorative study that provides a hierarchical linear conceptual framework for the sustainable development of ICH tourism by discussing practitioners  decision-making behavior.  a10992340 (ISSN)