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<p>Existing research on intangible cultural heritage tourism rarely examines the factors that influence tourists’ perceived meaningfulness and commitment. Accordingly, this study proposes a model that accounts for the effect of cultural intelligence (CQ) on person–environment (P-E) fit and how these two variables impact the perceived meaningfulness and commitment of tourists. 277 valid questionnaires were collected from the subjects who experienced the intangible cultural heritage “Dong Grand Song” using an on-site convenient sampling method. Additionally, structural equation modeling was implemented to verify the hypotheses. The study finds that CQ has a significant effect on P-E fit, perceived meaningfulness, and commitment, but the effect of different dimensions of P-E fit on perceived meaningfulness and commitment varies. The implications of these findings for managing and marketing intangible cultural heritage experiences are also addressed.</p>

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Cultural intelligence and tourist perception: a person–environment fit perspective

  • 期刊论文

  • 发表日期：

    2025年3月18日

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  • Jiamin Liu,
  • Xi Li,
  • Ling Zhang,
  • Qian Lu,
  • Xinwei Su

摘要

Existing research on intangible cultural heritage tourism rarely examines the factors that influence tourists’ perceived meaningfulness and commitment. Accordingly, this study proposes a model that accounts for the effect of cultural intelligence (CQ) on person–environment (P-E) fit and how these two variables impact the perceived meaningfulness and commitment of tourists. 277 valid questionnaires were collected from the subjects who experienced the intangible cultural heritage “Dong Grand Song” using an on-site convenient sampling method. Additionally, structural equation modeling was implemented to verify the hypotheses. The study finds that CQ has a significant effect on P-E fit, perceived meaningfulness, and commitment, but the effect of different dimensions of P-E fit on perceived meaningfulness and commitment varies. The implications of these findings for managing and marketing intangible cultural heritage experiences are also addressed.