The Role of Liberal Arts Courses on Students’ Multicultural Attitude And Entrepreneurial Motivation In The Tourism Sector

China is a culturally diverse country with a significant population of ethnic minority groups. In recent years, the government has emphasized tourism as a strategic tool for fostering education and entrepreneurial awareness, particularly among Generation Z. This study aims to investigate the extent to which liberal arts courses influence students’ multicultural attitudes and entrepreneurial motivation in the tourism sector. The research adopts an explanatory sequential mixed-methods design. In the first phase, quantitative data were collected from 697 students in public universities across Yunnan Province, an ethnically diverse region of China, and analyzed using Structural Equation Modelling (SEM). In the second phase, qualitative interviews were conducted with selected students, teachers, and cultural experts to deepen the interpretation of quantitative findings. The results indicate that liberal arts education, particularly courses involving traditional music and art, significantly enhances students’ multicultural awareness. Furthermore, multicultural attitudes mediate the relationship between students’ liberal arts course experience and their entrepreneurial motivation in the tourism sector. These findings highlight the potential of integrating local intangible cultural heritage into liberal education to support sustainable tourism and youth entrepreneurship. In conclusion, the study demonstrates that liberal arts education can play a vital role in promoting cultural understanding and developing entrepreneurial competencies. The implications suggest that universities and policymakers should design culturally relevant curricula that respond to tourism market needs. Furthermore, consistent support for ethnic minority heritage education can empower students to contribute to local tourism development while preserving cultural identity and diversity.