Understanding participation psychology in rural cultural activities: internal and external drivers toward regional cultural sustainability

This study illustrates that regional cultural sustainability involves not only the protection of cultural resources but also the ongoing stimulation of residents' internal psychological motivation. To effectively enhance enthusiasm for participation in cultural activities, it is essential to consider the interactions between individual cognition, social norms and institutional support. The research results provide a reference for shifting regional cultural inheritance from "passive acceptance" to "active creation" in different cultural contexts worldwide.