Residents’ Perceptions and Behaviors Regarding the Policy of Integrating Intangible Cultural Heritages into the Tourism Industry: Evidence from Dali, China

A policy of integrating China’s intangible cultural heritage into its tourism industry has been proposed by the Ministry of Culture and Tourism. Intangible cultural heritage assets offer unique opportunities in tourism development, yet during the integration process, residents’ perspectives are often overlooked. From the perspective of social exchange, this study examines the relationships among residents’ perceptions of, and their behaviors toward, local intangible cultural heritage and tourism. Survey data were collected from residents (N = 440) in Dali Bai Autonomous Prefecture, China. This study showed that residents’ positive perceptions of tourism impacts have a significant effect on residents’ supportive behaviors. Residents’ place attachment indirectly influences their behaviors. The results suggest that intergroup contact strengthens the relationship between residents’ perceptions of the positive impacts of tourism and behavior but weakens the relationship between place attachment and behavior. The findings provide a theoretical basis for exploring intangible cultural heritage tourism from the perspectives of residents, as well as offering insights for local authorities to use to reduce the negative impacts of tourism on residents and balance tourism development with residents’ normal life.