Determinants of Public Engagement in ICH Study Tours: An Integrated Approach Combining Association Rule Mining and Textual Sentiment Analysis

Abstract

Intangible Cultural Heritage (ICH) study tours have gained prominence as a vital mechanism for preserving cultural traditions while fostering public education and engagement. However, their promotion faces challenges, including limited awareness, accessibility barriers, and uneven institutional support. This study investigates public willingness to promote ICH study tours by analyzing key influencing factors, preferred promotional strategies, and qualitative feedback through a mixed-methods approach. A large-scale survey of 3,923 respondents revealed strong public endorsement for policy interventions (87.65% support for government-led initiatives) and a preference for digital promotion channels. Association rule mining with the PCY algorithm identified cultural depth and experiential diversity as primary drivers of promotion willingness, while text analytics highlighted demands for enhanced policy support and pedagogical innovation. The findings underscore the need for multifaceted strategies that integrate immersive content, infrastructure improvements, and adaptive outreach. Despite limitations such as urban sampling bias, this study provides actionable insights for stakeholders, advocating for technological integration (e.g., AI-driven personalization) and public-private partnerships to ensure sustainable ICH preservation.