Tracing the Participation Trajectory of University Youth in Intangible Cultural Heritage: A Grounded Qualitative Study
Description
Research Hypothesis University students' participation in Intangible Cultural Heritage (ICH) is influenced by five factors, including participation foundation and identity-related barriers. These factors can be intervened through three types of strategies such as cognitive cultivation. Moreover, these factors and strategies correspond to the core dimensions of the Theory of Planned Behavior (TPB), promoting the transformation of participation intention into sustained behavior. Data and Collection Data: Interview texts (over 120,000 words) from 30 students and young teachers across 5 universities, covering content such as perceptions, motivations, and barriers related to ICH. Collection: Semi-structured interviews (15-20 minutes) were transcribed and coded using NVivo until theoretical saturation was reached. Cross-coding was used to ensure reliability. Data Findings Five influencing factors: participation foundation, identity-related barriers, information accessibility, practical constraints, and motivational drivers. Three intervention strategies: cognitive cultivation, communication optimization, and activity enhancement. These factors and strategies map to TPB dimensions: attitude, subjective norms, and perceived behavioral control. Key Discoveries Participation behavior results from dynamic interactions between cognitive, emotional, and contextual factors, requiring synergistic intervention with multiple strategies. Identity-related barriers and fragmented information are major obstacles, while outcomes display and similar elements can strengthen sustained participation. Interpretation and Application The model reveals the "cognition-intention-behavior" transformation mechanism, providing references for universities and institutions (e.g., integrating ICH into courses, using short videos for communication, designing flexible activities). It is also applicable to research on youth cultural participation in other regions.