01223nas a2200121   4500000000100000008004100001100001900042700001500061700001500076245009100091856015400182520076500336                                       d1 aYangyang Jiang1 aCenhua Lyu1 aJiajing Li00aUnpacking Generation Z tourists’ motivation for intangible cultural heritage tourism  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85200498902&doi=10.1080%2f02508281.2024.2383819&partnerID=40&md5=d1534fdb197e510f63db6c253a4798773 aIntangible cultural heritage (ICH) tourism is a vital means of promoting cultural diversity and sustainable development. Improving the younger generation’s engagement in ICH tourism can contribute to the inheritance and preservation of ICH. Drawing on self-determination theory, this study examines Generation Z tourists’ intrinsic and extrinsic motivations for participating in ICH tourism. Findings reveal that two intrinsic motives (authenticity and novelty seeking) and three extrinsic motives (cultural identification, social sustainability, and social media engagement) positively influence Generation Z travellers’ intention to take ICH tourism. Historical nostalgia, as an intrinsic motivation, does not affect their intention toward ICH tourism.