Knowledge, attitudes and practices of intangible cultural heritage among youth in Sichuan, China: a cross-sectional study

Purpose The preservation and transmission of intangible cultural heritage (ICH) relies heavily on the interest and commitment of younger generations. In Sichuan, China, youths serve as a conduit and steward to the inheritance passed down from previous generations. Knowledge, attitudes and practices (KAP) studies have been advantageous in providing insights into a community’s knowledge, attitudes and behaviors towards safeguarding heritage. This study investigates the KAP of Sichuan youth regarding ICH. Design/methodology/approach The study employed a quantitative methodology, utilizing a survey questionnaire on the KAP dimensions. The study involved 384 youths between the ages of 15 and 24 across 21 cities in Sichuan, China. Statistical analyses were conducted using both descriptive and inferential statistics. Findings The results of the study showed that Sichuan youths had a high level of knowledge of ICH and a high level of positive attitudes towards ICH but scored in the moderate range for ICH practices. There were significant differences in the knowledge of ICH among youths of different ages and education levels. In addition, there was a strong correlation between knowledge and attitudes, a strong correlation between knowledge and practices and a moderate correlation between attitudes and practices. Originality/value This study is the first to investigate the KAP of ICH among youth in Sichuan, China. The findings of this study suggest that several areas—such as ICH categorization (knowledge), approaches to safeguarding ICH (knowledge), levels of satisfaction with ICH safeguarding effectiveness (attitudes), ICH product purchasing (practices) and membership to clubs or associations aimed at safeguarding ICH (practices)—need to be further strengthened. Reinforcement in these areas will encourage positive behaviors and perspectives among the younger generation and facilitate in the management of ICH by institutions or organizations.