THE IMPACT OF SUZHOU EMBROIDERY EXPERIENCE ON TOURIST ENGAGEMENT IN INTANGIBLE HERITAGE TOURISM THE MEDIATING ROLE OF FLOW AND SELF-EXPRESSION

Abstract

This study aimed to explore how ritualized experiences in intangible cultural heritage tourism influence tourists' engagement through flow experiences and self-expression motivations. Using quantitative methods, the study collected questionnaires from 439 tourists at the Suzhou Embroidery Art Museum. Structural equation modeling (SEM) and exploratory factor analysis were used to assess the relationships between these variables. The results showed that ritualized experiences had a significant positive impact on tourist engagement. This finding highlights the importance of interactivity in intangible cultural heritage tourism, suggesting that cultural presentations alone are insufficient to stimulate engagement and require contextualized and interactive design to enhance the experience. Flow experiences and self-expression played a mediating role, enabling tourists to transform their focus and emotional engagement and foster sustained engagement. Notably, while the mediating effect was not highly significant, the findings suggest that this mechanism remains valuable in explaining the psychological and behavioral transformation processes of tourists. This suggests that psychological mechanisms may differ across cultures and contexts, and future research should further examine the moderating effects of context, individuals, and cross-cultural factors. These insights have important implications for tourism stakeholders in Suzhou. The study suggests that intangible cultural heritage tourism should foster contextual ambiance in event planning to enhance immersion and incorporate self-expression to stimulate participation. Digital tools also have great potential for providing personalized interactions, thereby deepening visitor engagement and cultural connection. Overall, this finding supports a visitor-centered approach and provides important insights for the sustainable development of Suzhou's intangible cultural heritage tourism industry.