Integrating multimedia in opera: Preserving and promoting intangible cultural heritage

This study seeks to analyze the utilization of multimedia in opera to preserve and promote intangible cultural heritage (ICH) through modern communication technologies, focusing on the prevalence of the electronic environment. Digital marketing and cultural awareness were the main interests in promoting opera as an important ICH in China. A structural equation modeling was used to demonstrate the impact of modern communication technologies and digital marketing on cultural awareness and the progress of opera. The constructs exhibited a significant degree of convergence, as determined by the factor loadings and indicators of reliability and validity, such as Cronbach's Alpha, composite reliability, and average variance extracted. The Fornell-Larcker criterion test and Heterotrait-Monotrait (HTMT) ratios were employed to establish the discriminant validity of the constructs. The path diagram revealed that cultural awareness has a favorable and direct impact on promoting opera. Additionally, modern communication technologies directly impact cultural awareness and opera promotion and indirectly influence them through mediation by cultural awareness. These findings supported the need to examine cultural sensitivity's impact on the interconnections between modern communication technologies, digital marketing, and the promotion of opera. Cultural sensitivity was also crucial in promoting and expanding the diversity of the opera tradition. Therefore, the study recommends providing information to Chinese cultural institutions and government departments on using multimedia and digital resources to promote opera and preserve it as a significant aspect of cultural heritage.