01790nas a2200241   4500000000100000000000100001008004100002653002400043653002800067653001600095653002200111653001100133100001500144700001400159700001900173700001700192245011900209856015400328300001400482490000700496520102500503022002001528                                       d10aintangible heritage10aCommunity-based tourism10aempowerment10agendered heritage10anüshu1 aWenbin Luo1 aYulian Lu1 aDallen Timothy1 aXiaolin Zang00aTourism and conserving intangible cultural heritage: Residents  perspectives on protecting the nushu female script  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85125849480&doi=10.1080%2f19388160.2022.2036663&partnerID=40&md5=cfacb89f9eeb931306f5c88792d92a8a  a1305-13290 v183 aCombining intangible cultural heritage (ICH) with tourism is one way of protecting living culture, and community residents have long been the most important stakeholders in these efforts. This paper explores the relationship between residents’ role in heritage conservation and heritage tourism and determines a means of protecting ICH by introducing a Theory of Planned Behavior (TPB) model and data from a survey and field interviews in Jiangyong, China. The results show that inhabitants’ behavioral attitudes, subjective norms and perceptual behavior control for conserving Nüshu (an ancient and unique women’s written language) have a significant impact on intentions to protect this ICH. The external pressure of subjective norms is more important than any other factor. The sustainable development of tourism and the protection of ICH are complementary, and community involvement is critical for sustaining ICH and developing heritage tourism. Finally, the study highlights several managerial implications.  a19388160 (ISSN)