Investigating the Impact of Intangible Cultural Heritage Components on the Development of Creative Tourism by Relying on Performing Arts: A case study of Tehran City

Document Type : Research Article

Authors

Department of Performing Arts, Faculty of Art and Architecture, University of Zabol, Zabol, Iran

10.22059/jut.2025.390168.1264

Abstract

A B S T R A C T
Relying on intangible cultural heritage, which focuses more on urban identity, can help to differentiate urban tourism destinations. Therefore, the present study was written to investigate the impact of intangible cultural heritage components on the development of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this study were tourists entering Tehran. The reliability of the questionnaire was measured and confirmed by calculating Cronbach's alpha and calculating the composite reliability coefficient (CR). The validity of the questionnaire was also confirmed in two stages as face validity and face validity through obtaining opinions from professors and experts, and divergent validity was confirmed by calculating the average variance extracted (AVE) index. Structural equation modeling was conducted in the LISREL software environment to investigate the research hypotheses. The findings showed that the authenticity of intangible cultural heritage with a path coefficient of 0.31, the value of intangible cultural heritage with a path coefficient of 0.38, the attractiveness of intangible cultural heritage with a path coefficient of 0.48, and the quality of intangible cultural heritage with a path coefficient of 0.45 have a positive and significant effect on the development of creative tourism. The results suggest that Tehran can enhance its branding by organizing and studying its intangible heritage, which reflects the identity of the place. By focusing on these attractions that align closely with its cultural identity, the city can effectively manage its intangible cultural heritage and promote its destinations more cohesively. Thus, paying attention to the intangible cultural heritage gives the tourism of this city a competitive advantage and creates the possibility of distinguishing it from other destinations.
Extended Abstract
Introduction
Given the prevailing values ​​in Iran, particularly in Tehran, it seems that the desired model for developing creative tourism is intangible cultural heritage. However, there has been no codified system or principles for using the potential associated with intangible cultural heritage. Therefore, analyzing the impact of the components that form intangible cultural heritage in developing creative tourism will be useful in adopting measures in line with recognizing and strengthening capacities in this area and ultimately attracting maximum tourists. In terms of the type of tourists; heritage tourists are usually among the most educated and committed people who travel; therefore, they contribute to the cultural advancement of the host society and will have the least undesirable cultural and social effects. Given that Iran, benefiting from cultural, religious, and linguistic diversity, a vast geographical area, and historical richness, has abundant intangible cultural heritage, identifying all factors and elements related to this huge capacity and designing a model for it will have a significant impact on the development of creative tourism and will be a theoretical and practical guide for the executive authorities. Thus, by understanding the above, the present study has been formulated to respond to the following hypotheses:
- The authenticity of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran.
- The value of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran.
- The attractiveness of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran.
- The quality of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran.
 
Methodology
The present study is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this study were domestic tourists entering Tehran. In order to determine the sample size, the method of several observable variables and the amount of sample size was used, such that for each observable variable, the sample size was between Q5 < n < Q15, where Q is the questionnaire questions, and N is the number of samples. Considering that the number of questionnaire questions was equal to 20 questions, the sample size was considered 15 people for each question; the sample size obtained was equal to 300 people; to increase the reliability coefficient, the number of questionnaires distributed was equal to 384 people. The sampling method was stratified. In this way, Tehran was divided into 5 parts as northern, southern, eastern, western, and central, and the questionnaire was divided equally among the 5 classes. The validity of the questionnaire was also confirmed in two stages: face validity through obtaining opinions from professors and experts and divergent validity by calculating the average variance extracted (AVE) index. This study used SPSS and LISREL software to analyze the research data.
 
Results and discussion
Findings and Discussion The present study was designed to analyze the impact of intangible cultural heritage components on the development of urban creative tourism. The results of this study showed that the authenticity of intangible cultural heritage has a positive and significant impact on the development of creative tourism with a path coefficient of 0.31. In other words, the authenticity of intangible cultural heritage can explain 9.6 percent of the variance of the dependent variable, namely the development of creative tourism. Concerning the second hypothesis of the study, the findings showed that the value of intangible cultural heritage has a significant impact on the development of creative tourism with a path coefficient of 0.38. In other words, this variable can explain 14.4 percent of the variance of the dependent variable. The findings of the third hypothesis showed that the attractiveness of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran, with a path coefficient of 0.48. In other words, 23 percent of the variance of the independent variable is explained by the attractiveness component of intangible cultural heritage. The research findings showed that the quality of intangible attractions with a path coefficient of 0.45 has a significant effect on the development of creative tourism in Tehran. In other words, the quality of intangible cultural heritage can explain 20.2 percent of the variance of the dependent variable.
 
Conclusion
 Due to its cultural and indigenous roots, the intangible cultural heritage of tourism has a high impact on the development of urban creative tourism and provides an opportunity to attract tourists seeking authentic experiences in areas containing cultural treasures, which can lead to the expansion of urban creative tourism and, as a result, economic benefits for these cities. The results of this study indicated a positive impact of intangible components, namely authenticity, value, quality, and attractiveness, on the development of creative tourism.  Among the components studied, the attractiveness component of intangible cultural heritage with a path coefficient of 0.48 had the highest path coefficient, and the authenticity component with a path coefficient of 0.31 had the lowest path coefficient. This study highlights that intangible cultural heritage plays a vital role in distinguishing tourism destinations, especially in a world where these locations are becoming increasingly similar. By implementing branding strategies that focus on intangible cultural heritage, destinations can enhance their uniqueness and appeal. In fact, the nature of cultural heritage, which is rooted in beliefs, customs, rituals, handicrafts, and intangible cultural heritage in general, can help further differentiate tourism destinations and grow and expand creative tourism in particular by highlighting place identities while reviving the position of these factors.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.

Keywords

References

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urban tourism
Volume 12, Issue 2
August 2025
Pages 1-19

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