01890nas a2200265   4500000000100000000000100001008004100002653002200043653001700065653002600082653002100108653001500129653001700144653001600161653002100177653002400198100001300222700001300235700001600248700001600264245015600280856014100436490000700577520104000584                                       d10acultural heritage10aDigitization10aheritage conservation10aheritage tourism10aperception10aSocial media10astakeholder10atourist behavior10atourist destination1 aYidi Hua1 aLei Ding1 aHongan Dong1 aZhixuan Lin00aInfluence of User-Generated Content (UGC) in Social Media on the Intangible Cultural Heritage Preservation of Gen Z Tourists in the Digital Economy Era  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85203138801&doi=10.1002%2fjtr.2743&partnerID=40&md5=a3e86430aa9d2b5ea837ac70344fa6b50 v263 aThis study takes the stimulus-organism-response (SOR) model serving as the foundation, takes tourists  perception of user-generated content (UGC) as the stimulus, and expands it into the two parts of form perception and authenticity perception at the same time; uses the destination image and the perceived value as the organism; and views tourists  intention of intangible cultural heritage (ICH) preservation as the response. An online survey was conducted to collect data for this study, resulting in the acquisition of 567 questionnaires that met the established validity criteria. It was concluded that factual (UGC) did not have a substantial influence on the perception of the destination and its perceived value. Moreover, tourists  perception of authenticity in terms of existence positively affected both the destination image and perceived value. The findings provide a theoretical foundation for future in-depth research and practical guidance for stakeholders in ICH tourism to improve tourists  intention to preserve ICH.