The impact of residents empowerment on the protection of intangible cultural heritage based on social exchange theory

The use of tourism as a means to revitalize intangible cultural heritage is common in China. A number of studies have confirmed the role of residents' empowerment in the protection of intangible cultural heritage, so it is crucial to promote residents' deep participation in tourism planning and development. This study examines the impact of empowerment on residents' willingness to participate and the protection of intangible cultural heritage, so as to solve the problem of insufficient participation of residents in the protection of intangible cultural heritage. It aims to emphasize the importance of empowerment and the mediating role of willingness to participate. A survey was conducted among 244 residents from 4 intangible heritage towns in Ganzhou City. The results show that empowerment not only has a significant positive impact on residents' willingness to participate in tourism planning and development but also has a positive impact on the protection of intangible cultural heritage. Additionally, empowerment indirectly affects the protection effect of intangible cultural heritage through the mediation of residents' willingness to participate. Based on these findings, three suggestions are put forward: first, the government should learn to listen to the voice of residents, it can involve residents in heritage management decisions, strengthen their control, self-efficacy and emotional connection with intangible cultural heritage. Secondly, we can pass on traditional skills to the younger generation and enhance their cultural identity. Thirdly, economic empowerment has a better effect on residents' participation in tourism planning and development than psychological and social empowerment. Governments should create job opportunities, support the commercialization of folk performances and heritage-related products, and ensure local communities benefit economically from tourism.