01405nas a2200229   4500000000100000008004100001653003700042653003300079653001700112653002700129653002100156100001000177700001300187700001000200700001000210700001200220700001200232700001200244245008000256856015400336520068500490                                       d10aInformation processing theory‌10aIntangible cultural heritage10aEye-tracking10atourists’ preference10avisual attention1 aJ. Li1 aJ. Zhang1 aX. Li1 aQ. Wu1 aQ. Zhao1 aH. Fang1 aS. Deng00aTourists’ visual attention and preference of intangible cultural heritage  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85192186831&doi=10.1080%2f10941665.2024.2343083&partnerID=40&md5=ff642b58cafc66ecadc6f2f7a6daee523 aIntangible cultural heritage (ICH) is a significant resource for integrating culture and tourism and an essential content of tourism development. This research used an eye-tracking experiment, a retrospective oral report, and a questionnaire survey to collect tourists’ objective eye movement data and subjective preference for ICH. Results indicated a significant difference in tourists’ visual attention and preference for different categories of ICH. Tourists put most visual attention and preference on ICH folk customs and ICH skills. Moreover, character, culture, and life elements are main focus. Findings from the research provide insight into ICH tourism development.