Psychological Support Strategies in the Protection of Intangible Cultural Heritage: A Case Study of Hangzhou Miaohe Jiayin Health Management Co., Ltd.

The protection of Intangible Cultural Heritage (ICH) is not only about the transmission of skills and culture but also about the psychological well-being of the bearers. This study takes Hangzhou Miaohe Jiayin Health Management Co., Ltd. as a case to explore the application of psychological health services in ICH protection. Through field research, interviews, and case analysis, the study reveals the psychological pressures faced by bearers and their impact on cultural heritage transmission, and proposes targeted psychological support strategies. The findings indicate that psychological support can not only alleviate the anxiety and loneliness of bearers but also enhance their cultural confidence and motivation to transmit. This study provides a new perspective for ICH protection, emphasizing the importance of psychological health services in cultural heritage transmission and offering references for related practices.