THE IMPACT ON CULTURE AND TOURISM INTEGRATION LEVEL ON MARKET VALUES AND CULTURAL VALUES FOR SUSTAINABLE DEVELOPMENT OF TOURISM PERFORMING ARTS IN CHINA

This study investigates the impact of the Culture-Tourism Integration Level on the sustainable development of tourism performing arts products in China, focusing on the mediating roles of Market Value and Cultural Value, with Social Intelligence Engagement as a key moderating variable. Grounded in Ecosystem Strategy Theory, Consumer Behavior Theory, and Intangible Cultural Heritage Activation Theory, a chain mediation model of “CTIL–MV/CV–SD-TPAP” was constructed. A quantitative approach was adopted, utilizing a 5-point Likert-scale questionnaire measuring Product Substance, Product Modality, Product Creator, Market Value, Cultural Value, and Sustainable Development. Data were collected from 350 participants involved in tourism performing arts in Inner Mongolia, China, and analyzed using Partial Least Squares Structural Equation Modeling. The results indicate that: (1) Product Substance, Product Modality, and Product Creator all significantly enhance Market Value; (2) Product Creator exerts a strong positive effect on Cultural Value, whereas the direct effects of Product Substance and Product Modality are not significant; (3) both Market Value and Cultural Value significantly promote sustainable development, with Cultural Value having a slightly stronger influence. This research validates a dual-pathway mechanism through which culture-tourism integration fosters sustainability and offers practical insights for the sustainable development of China’s tourism performing arts sector in the digital era.