Love me, love my field? The bidirectional affective flow of tourists in intangible cultural heritage festivals involving popular culture
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on March 18, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
Integrating popular culture into intangible cultural heritage festivals (ICHFs) has become a vital marketing strategy and a reinvigoration practice. Based on affect transfer theory, this study examines tourists’ bidirectional affective flow: how the halo ...
Integrating popular culture into intangible cultural heritage festivals (ICHFs) has become a vital marketing strategy and a reinvigoration practice. Based on affect transfer theory, this study examines tourists’ bidirectional affective flow: how the halo ...