02352nas a2200217   4500000000100000000000100001008004100002260001200043653001700055653004100072653002000113653002500133653002000158100001000178700001700188700001700205245009600222856015200318520164400470020002002114       2023                            d  c2023///10aSatisfaction10aIntangible cultural heritage tourism10aperceived value10aBehavioral intention10aLipu Yi costume1 aX. Fu1 aT. Sittithai1 aT. Chankoson00aFactors affecting the development of Lipu Yi costumes: intangible cultural heritage tourism  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85151997817&doi=10.1108%2fJCHMSD-05-2022-0068&partnerID=40&md5=d715b0acc61c7733b258c7baabf9b9c63 aPurpose: The primary purpose of this study is to investigate the influence of tourists' perceived value, satisfaction and behavioral intention on the development of Lipu Yi costume culture to promote the development of intangible cultural tourism and better construct a model of the influencing factors of Lipu Yi costumes in the development of intangible cultural heritage tourism. Design/methodology/approach: The study site is the intangible cultural district of Panzhihua, Sichuan Province, China. This study examines the interrelationships between tourists' perceived value of experience, behavioral intention and satisfaction as the tourists relate to Lipu Yi costume and intangible cultural heritage tourism. A sample of 225 tourists who had visited Panzhihua at least once was selected for the study. Findings: All seven of the survey's hypotheses were supported. Therefore, this study concludes that tourists' perceived value, satisfaction and behavioral intention directly affect the development of intangible cultural tourism and significantly positively impact the growth of Lipu Yi costumes culture. Descriptive analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) investigation methods were used. Originality/value: This paper analyzes tourists' perceived value of Lipu costume culture and tourists' satisfaction and behavioral intention during the tourism process. This study provides a more in-depth understanding of the relationship between Lipu Yi costume and non-heritage tourism factors. Practical methods and approaches are sought to further develop Lipu Yi costume non-heritage tourism.  a20441266 (ISSN)