Big Data Drives Urban Tourism Growth: 'Hairpins' Heritage and Consumer Travel Intentions

Tourism has emerged as a pivotal driver of urban economic development, significantly enhanced by the integration of big data technology. The cultural heritage of the "hairpins" not only attracts tourists but also boosts the regional economy, exemplifying the synergy between traditional culture and the modern economy. This study employed an exploratory mixed-method strategy. Initially, Python was utilized to identify factors influencing consumer travel intentions. Subsequently, a total of 2,776 valid responses were analyzed using SPSS and AMOS. The findings revealed that family factors, social factors, educational factors, cognitive identity, volitional identity, and emotional identity related to intangible cultural heritage positively impact consumer travel intentions. Moreover, family, social, and educational factors influence cognitive, emotional, and volitional identities. Furthermore, cognitive identity mediates the effects of family, educational, and social factors on consumer travel intentions.