01942nas a2200265   4500000000100000008004100001653004800042653002500090653002200115653001200137653002500149653002400174653002000198653003200218653003100250653002700281653001200308653001300320653001500333100001300348245012500361856015600486300001000642520102400652                                       d10aCultural intangible heritage digitalization10aDigital technologies10aHeritage tourisms10aLeisure10aPerceived usefulness10aregression analysis10aSubjective norm10aTechnology acceptance model10atheory of planned behavior10aTour booking intention10aTourism10aViet Nam10aVietnamese1 aBui Khoa00aImproving the Tour Booking Intention in Tourism Through Digitalizing Cultural Intangible Heritage: Evidence from Vietnam  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85215122207&doi=10.1109%2fICSH62408.2024.10779947&partnerID=40&md5=15590b281aafee22f8ee9979424727d1  a22-253 aThe COVID-19 pandemic has severely impacted cultural intangible heritage tourism in Vietnam. Digital technologies like virtual tours and 3D models offer opportunities to maintain engagement and revenues. This study examined how digitalizing cultural intangible heritage influences intentions to book tours to heritage sites among Vietnamese tourists. A survey of 313 Vietnamese and international respondents measured the impact of digital heritage perceived usefulness, attitude, subjective norm, and technology ability on tour booking intentions. Regression model result confirmed perceived usefulness driving higher booking intention. Subjective norms, attitudes, and technology ability also directly enhanced intentions. Digital cultural intangible heritage can stimulate domestic tour booking intentions in Vietnam by fostering favorable trip planning perceptions, attitudes, and perceived control. The findings provide practical insights into digital technologies  potential to support tourism recovery and growth.