Changes of identity and value perception in heritage crafts: a means-end chain study of Wangjiang Tiaohua

Traditional handicrafts have lost their role in daily life, and industrialization has transformed production modes, reshaping place-based identities and prompting residents to reevaluate their connection to traditional handicrafts within this transformation.This research focuses on the case of Wangjiang Tiaohua and employs the Means-End Chain theory to explore residents’ attributes and values and how these lead to consequences through a soft-laddering interview method. A novel approach was used to determine the cut-off levels by differentiating them into positive and negative dimensions and then constructing a hierarchical value map (HVM). Analysis of the HVM’s three main pathways revealed the following: 1. Changes in appearance can transform the identity of utilitarian objects into works of art. 2. Innovative products foster cultural identity and a sense of belonging. 3. Learning constructs new identities. 4. Identity is distorted after the commercialization and factorization of traditional handicraft. This study reveals the changes in residents’ identity following heritagization and industrialization, emphasizing that the preservation of intangible cultural heritage should focus on the protection and development of the cultural ecosystem.