Unpacking generation Z tourists’ motivation for intangible cultural heritage tourism

Intangible cultural heritage (ICH) tourism is a vital means of promoting cultural diversity and sustainable development. Improving the younger generation’s engagement in ICH tourism can contribute to the inheritance and preservation of ICH. Drawing on self-determination theory, this study examines Generation Z tourists’ intrinsic and extrinsic motivations for participating in ICH tourism. Findings reveal that two intrinsic motives (authenticity and novelty seeking) and three extrinsic motives (cultural identification, social sustainability, and social media engagement) positively influence Generation Z travellers’ intention to take ICH tourism. Historical nostalgia, as an intrinsic motivation, does not affect their intention toward ICH tourism.