Transforming the exhibition experience of intangible cultural heritage in China: a multi-stakeholder approach to service innovation and audience participation

Intangible Cultural Heritage (ICH) exhibitions play a crucial role in preserving and transmitting cultural traditions. However, conventional exhibition models often fail to engage modern audiences, necessitating innovative service strategies to enhance visitor interest, authenticity and sustainability. This study explores service innovation strategies for ICH exhibitions through the lens of Service Design Theory, examining how experience innovation, process innovation, stakeholder co-creation, emotional engagement and sustainability integration influence visitor engagement, satisfaction, cultural authenticity and operational efficiency. A mixed-methods approach was employed, comprising 278 quantitative survey responses and 18 qualitative semi-structured interviews with tourists, exhibition organisers and cultural heritage experts. Quantitative data were analysed using SPSS and AMOS for descriptive statistics, reliability testing and multiple regression, while qualitative data were interpreted through thematic analysis. The results indicate that experience innovation significantly improves visitor participation and satisfaction, process innovation enhances operational efficiency, stakeholder co-creation strengthens authenticity and emotional engagement fosters deeper cultural connections. Integrating sustainability further enriches experiences and reinforces cultural resilience. This study bridges the gap between ICH exhibitions, service design and heritage management by proposing a multidimensional innovation framework, emphasising co-creation, emotional involvement and sustainable practices as essential for creating meaningful and enduring visitor experiences.