This study aims to address a critical challenge in safeguarding intangible cultural heritage by examining how meaningful experiences stimulate word-of-mouth (WOM) storytelling in the context of Cantonese Opera. Moving beyond traditional outcome measures such as satisfaction or intention to attend, the research investigates the psychological mechanisms by which experiential engagement fosters narrative sharing and supports the long-term transmission of heritage.
Grounded in narrative transportation theory, this study develops an integrative framework linking meaningful experience to WOM storytelling through the mediating roles of cultural learning and cultural attachment. Structural equation modeling is employed to examine these relationships, with authenticity serving as a moderating factor shaping how audiences construct and transmit cultural narratives.
The results demonstrate that meaningful experiences stimulate WOM storytelling through the dual mediating pathways of cultural learning and cultural attachment. Authenticity plays a paradoxical role: highly authentic narratives strengthen emotional bonds and cultural trust, whereas less constrained narratives encourage creative reinterpretation but may weaken attachment. These findings reveal the delicate balance between authenticity and narrative flexibility in sustaining audience engagement with traditional performing arts.
The study offers actionable insights for cultural heritage managers, tourism practitioners and policymakers seeking to revitalize traditional performing arts. Designing immersive experiences that strengthen cultural learning and attachment can enhance narrative diffusion among audiences. Accordingly, balancing historical authenticity with interpretive creativity can broaden audience appeal and attract even younger generations.
This research advances heritage tourism and cultural marketing scholarship by moving beyond the direct associations emphasized in prior studies of storytelling and WOM. It extends narrative transportation theory by uncovering the psychological mechanisms and boundary conditions underlying WOM storytelling. Specifically, the study identifies cultural learning and attachment as key mediators. It reveals authenticity as a dual moderator, offering a novel framework for explaining how experiential narratives contribute to the sustainable transmission of intangible cultural heritage.
