Elevating cultural celebrity endorsements’ impact in intangible cultural heritage tourism: role of generativity
Abstract Mature intangible cultural heritage (ICH) tourism aids in preserving cultural heritage and also creates innovative opportunities for tourism within the experience economy. Cultural celebrities play a pivotal role in this context, actively contributing to the promotion and sustainability of...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-03-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-04615-3 |
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