02016nas a2200373   4500000000100000000000100001000000100002008004100003653002200044653002100066653002800087653001200115653002000127653001700147653002500164653002200189653001800211653002100229653002200250653001500272653001800287653002000305653002800325653001800353100001200371700001300383700001500396245009600411856014300507300000900650490000700659520095600666022002001622       2021                            d10acultural identity10aCultural leisure10aCultural sustainability10aLoyalty10aperceived value10aSatisfaction10aconsumption behavior10acultural identity10aGlobalization10aLeisure industry10aLife satisfaction10aperception10aresearch work10astandardization10aSustainable development10avulnerability1 aJ. Yang1 aJ.M. Luo1 aI.K.W. Lai00aConstruction of leisure consumer loyalty from cultural identity—a case of cantonese opera  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85101443192&doi=10.3390%2fsu13041980&partnerID=40&md5=df6d23e603efc1c7a6286af3f3053b9c  a1-160 v133 aMany regions and countries hope to employ cultural leisure products to obtain economic benefits. However, in the process of globalisation, cultural standardisation has posed difficulties for vulnerable cultures in terms of cultural inheritance and sustainable development. As with many intangible cultural heritages, Cantonese opera is also facing a shrinking market. Hence, to develop the strategy of sustainable development of Cantonese opera, this research aims to clarify the connection between cultural identity and loyalty in cultural leisure consumption in the context of Cantonese opera as a leisure product. The results show that each dimension of cultural identity has a positive effect on perceived value, and two dimensions positively affect satisfaction. The path of cultural identity building loyalty is also confirmed to be through perceived value and satisfaction. Future studies and the consequences of future practices are discussed.  a20711050 (ISSN)