02379nas a2200241   4500000000100000000000100001008004100002653002000043653002200063653001500085653002200100653001500122653002500137653002500162100001600187700001400203700001400217700001500231245013900246856014300385490000700528520160200535                                       d10acompetitiveness10acultural identity10agovernment10amarket conditions10aperception10aquestionnaire survey10asocioeconomic status1 aYujia Zheng1 aGong Chen1 aZaijun Li1 aMeijuan Hu00aFrom Journey to Theatre: Unraveling the Influence of Traditional Chinese Opera’s Cultural Value on Tourists’ Behavioral Intentions  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85218879906&doi=10.3390%2fsu17041544&partnerID=40&md5=1a068ce6fab07f028451958082eaebe00 v173 aAs a cornerstone of Chinese traditional culture, traditional Chinese opera encapsulates deep historical significance and embodies the national spirit, acting as a vital conduit for transmitting intangible cultural heritage. However, in today’s society, this art form confronts the challenge of becoming marginalized, underscoring the urgency for its revitalization and preservation. This study adopts a mixed-methods approach, integrating questionnaire surveys with semi-structured interviews, to explore how perceived value in opera culture shapes tourists’ behavioral intentions. Key findings include: (1) Emotional and socioeconomic perceived values significantly positively affect tourists’ intentions to revisit and recommend through the lens of cultural identity. (2) Conversely, aesthetic perceived value significantly negatively influences revisit intention when mediated by cultural identity but does not substantially impact word-of-mouth communication. These insights suggest that fostering emotional resonance and socioeconomic value perception among tourists is essential for positively strengthening their cultural identity and influencing their behavior. Additionally, there is a need to refine and enhance the aesthetic experience based on real-world encounters. Building on these conclusions, it is advised that opera troupes and tourist destinations innovate in presenting operas while the government bolsters policy support to boost market competitiveness and enrich audience experience design. In doing so, we can aid the rejuvenation of opera culture for the modern era.