Study on the influencing factors of “sojourning” model on the behavioral Intention of traditional village visitors to support intangible cultural heritage

As the rural revitalization strategy advances, there has been increasing attention drawn to the integrated preservation of traditional village tourism and intangible cultural heritage (ICH). In this study, the behavioral intentions of visitors to support ICH under the sojourning model and its underlying mechanisms are thoroughly explored. Based on social media big data analysis and resident perception measurement, three key dimensions were extracted using the LDA topic model: Rural Image Perception (RIP), Social Image Perception (SIP), and Ecological Image Perception (EIP). On this basis, a research model was constructed. Additionally, a total of 395 valid samples were collected via questionnaire and analyzed using Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) models. Results indicate that the sojourning model significantly enhances visitors’ identification with ICH and local culture, strengthening their intention to support ICH. The relative importance of influencing factors ranks as follows: Cultural Value Perception (CVP), Perceptual Integration (PI), Emotional Integration (EI), SIP, RIP, and EIP (least influential). This study enriches theoretical research on traditional village tourism and ICH protection by revealing the mechanism through which visitors form cultural support behavioral intention, providing both theoretical and practical implications for sustainable village development and ICH preservation.