Beyond the Tangible: Factors Influencing Memorable Experiences in Intangible Culture Heritage Tourism in Wuxi, China

Memorable tourism experiences (MTEs) is a contributing factor in promoting the sustainable development of intangible cultural heritage (ICH) tourism. This study aims to discuss tourists MTEs of ICH. A quantitative examination was conducted in Wuxi, China, where 538 tourists were surveyed. By using SPSS 26, factor analysis, correlation analysis, and linear regression were used to analyze the data. This study found that tourists generally have MTEs of ICH tourism. Their MTEs were influenced by four dimensions: information services and credibility, experiential authenticity, price value, transportation and environment. This study also found that tourists with different sociodemographic characteristics show significant differences in their MTEs of ICH tourism. It applies MTEs to the context of ICH tourism, thereby expanding the research boundaries. Finally, this study offers some practical implications for ICH tourism.