Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement.

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

Explaining residents' support to protect Gejia batik through the value-attitude-behavior model and theory of planned behavior.

Much research focuses on customers' satisfaction with intangible cultural heritage products, with little consideration given to residents' support toward intangible cultural heritage. Therefore, this study focuses on constructing a conceptual framework that connects the theories of the value-attitude-behavior (VAB) model and planned behavior (TPB), aiming to explain residents' behavioral support for intangible cultural heritage (Gejia batik). To test the proposed model, we collected 412 sets of on-site survey data from four representative Gejia villages, namely Fengxiang, Wangba, Tangdu, and Matang. Six out of seven examined hypotheses were supported. The results showed that social value, aesthetic value, economic value, historical value, and perceived behavioral control of residents were positively and significantly related to residents' behavioral intention, which explained 46.3 % of the variance in behavioral intention. A positive and significant relationship exists between residents' attitudes and their behavioral intentions. Residents' attitude is an intermediary between social value, aesthetic value, economic value, historical value, perceived behavioral control, and residents' behavioral intention. This work provides theoretical and practical support for government departments in formulating protective policies related to Gejia batik.

An ethnography of construction and characteristics of curriculum for inheritance of intangible cultural heritage martial arts in universities.

Background: Inheriting excellent traditional Chinese culture is a prerequisite for ensuring the continuity of the cultural genes of the Chinese nation. However, with the historical mission of shaping the national character of the descendants of the Chinese nation, intangible cultural heritage martial arts face the problem of an unclear curriculum content construction mechanism in university inheritance and make it difficult for these martial arts to shoulder the responsibility of cultural inheritance in the era. Method: Educational ethnography as a research method is conducive to the in-depth exploration of the mechanism of curriculum content construction in the inheritance of intangible cultural heritage martial arts in universities. Results: Research suggests that the construction of curriculum content for the inheritance of intangible cultural heritage martial arts in universities relies on the form of cooperation between universities and inheritors, and form three models of curriculum content construction: off campus, on campus, and on-campus cooperation. The construction of curriculum content for off-campus inheritors belongs to the "attachment style" model, which is based on the actual needs of the inheritors and the selection of boxing types. The construction of curriculum content for inheritors on campus belongs to the "reshaping" model, which is the inheritor's "simplification and reorganization" based on traditional routines and subjective and objective conditions of inheritance. The construction of course content in school local cooperation belongs to the "integrated" model, which is the reintegration of course content by universities based on their own development characteristics and the characteristics of various martial arts. Conclusion: In the inheritance of intangible cultural heritage martial arts in universities, emphasis is placed on local knowledge, core skills, cultural traditions, and other characteristics, highlighting the excellence of its cultural inheritance. In the future, the focus of the inheritance of these martial arts in universities should be to cultivate innovative talents who are familiar with both traditional and modern martial arts.

Spatial distribution of intangible cultural heritage resources in China and its influencing factors.

Exploring the spatial distribution of China's intangible cultural heritage resources and its influencing factors is an important foundation for their protection and development and a key step toward the integration of culture and tourism. To analyse the geographical distribution patterns of China's 3610 intangible cultural heritage resources and their influencing factors, we comprehensively applied methods such as spatial analysis and geodetectors. The main findings are as follows: (1) In terms of spatial distribution, China's intangible cultural heritage resources are unevenly distributed, with an overall agglomeration-type distribution. The distribution in the north‒south direction is more significant, with more resources in the east than in the west and more resources in the south than in the north. (2) In terms of the spatial distribution of various types of intangible cultural heritage sites, North and East China have always been areas with a high kernel density. (3) In terms of spatial trends, there is a clear correlation between the distribution of intangible cultural heritage resources and the state of economic development and historical and cultural heritage, i.e., the more economically developed and culturally rich a region is, the more resources of intangible cultural heritage there are. (4) The causes of the distribution of China's intangible cultural heritage resources are complicated, the influence of social factors is much greater than that of natural factors, and multidimensional interactions have a relatively significant impact. This study is conducive to the planning and protection of China's intangible cultural heritage resources at the national and regional levels and provides a reference for the sustainable development of China's intangible cultural heritage resources.

Factors in consumers' purchase intention for Gejia batik.

In China's vigorous development and inheritance of intangible cultural heritage, the sustainability and acceptability of intangible cultural heritage products have become a controversial subject. This study aims to explore the relationship between batik product qualia factors and the purchase intention for batik products and exammine the mediating role of consumer attitude in the relationship. We adopted quantitative research methods and used SPSS 26 and Process 2.15 software to test our hypotheses. We conducted extensive surveys of consumers of different ages, genders, income levels, and educational backgrounds, and finally, a total of 381 valid questionnaires were collected. The results showed that batik products' creativity, delicacy, beauty, and eco-friendliness were significantly and positively related to consumers' attitudes. In addition, creativity, beauty, and eco-friendliness, but not delicacy, were significantly and positively associated with consumers' purchase intention. Consumer attitude plays an intermediary role between qualia factors and purchase intention. This study analyzes Gejia batik from the perspective of qualia factors, breaking through the limitations of previous studies on the aspects of heritage protection and environmental protection. The study's results can inspire batik manufacturers or designers to enhance the competitiveness of batik design products in the tourism market.

Application interface design of Chongqing intangible cultural heritage based on deep learning.

In order to integrate the concept of intangible cultural heritage (ICH) protection into the construction of smart cities, realize the organic integration of smart cities and cultural heritage, and improve the cultural experience of urban residents and tourists, this study explores an interactive design scheme of smart cities application interface applied to ICH protection to meet the needs of protection and inheritance. Firstly, the ICH of Chongqing is sorted out and classified. The ICH-related APP interfaces in the market are analyzed through investigation. Secondly, an image recognition algorithm of ICH based on deep learning (DL) technology is proposed and applied in APP to realize automatic recognition and introduction of ICH. Finally, a set of APP interface interaction design schemes is designed based on user habits and visual feelings to enhance user experience. The experimental results reveal: (1) The model for recognizing ICH images using the convolutional neural network (CNN) has higher recognition accuracy, recall, and F1 value than the model without CNNs; (2) After incorporating transfer learning (TL) into the model, the recognition accuracy, recall, and F1 value of the model have further improved; (3) The survey results show that the Chongqing ICH APP interface system based on DL technology, user habits, and visual perception performs better in terms of user experience, usability, and other aspects. This study aims to design an APP interface system for the Chongqing ICH based on DL technology, user habits, and visual perception, to improve user experience and usability. Future research directions can further optimize image recognition algorithms to improve ICH's recognition accuracy and efficiency. Meanwhile, new technologies, such as virtual reality, are combined to enhance users' interactive experience and immersion.

Can AI-generated art stimulate the sustainability of intangible cultural heritage? A quantitative research on cultural and creative products of New Year Prints generated by AI.

The transformation of social development modes has led to profound changes in the pattern of intangible cultural heritage, while simultaneously posing significant challenges to its preservation. The rapid development of artificial intelligence (AI) technology has brought new development opportunities in various research fields. This study intends, by constructing and evaluating a theoretical model, to investigate whether AI-generated cultural and creative products can promote the sustainability of intangible cultural heritage. The central focus of this research is to measure the effectiveness of AI technologies in promoting the sustainability of intangible cultural heritage. The context of the research design is rooted in the attention, interest, search, action, and share (AISAS) model, incorporating theories of perceived value and cultural identity, to forecast the long-term viability of AI-generated cultural and creative products in the promotion of intangible cultural heritage. This research was conducted in Tianjin, China and carried out using quantitative methods, a questionnaire survey, and the accidental sampling method, taking a sample of 291 participants for analysis. The results show that 1) the attraction of and interest and participation in AI-generated Yangliuqing New Year Print cultural and creative products have a positive effect on perceived value; 2) the purchase and sharing of these products have a positive impact on cultural identity; 3) the perceived value has a positive impact on cultural identity; and 4) cultural identity has a positive impact on the sustainability of intangible cultural heritage. This study contributes to the theoretical development and practical application of the AISAS model and offers valuable insights into the future development trajectory of intangible cultural heritage, thereby promoting its sustainability. The limitations of this study are its small sample size and geographical restrictions. In future studies, the sample size will be expanded and will include more regions for data analysis.

Bilingual Conversion in the Translation of ICH Terms: A Study on the Psychological Processes of Translators.

Intangible cultural heritage (ICH) terms are unique expressions of cultural knowledge and practices that are deeply rooted in a particular region or community. Accurately translating ICH terms is crucial for sharing this knowledge and promoting cross-cultural understanding. However, the complex nature of ICH terms, including their regional and cultural specificity, means that mistranslations can easily occur during the translation process. In addition to linguistic and cultural barriers, psychological factors can also impact the accuracy of translations. Translation psychology, a new discipline that examines the psychological process of bilingual conversion and its cognitive mechanisms, can provide insights into the translation of ICH terms. This paper proposes an information processing model of translating ICH terms based on translation psychology, which examines the psychological processes of translators during the translation of Chinese ICH terms into English. Through questionnaires and translation exercises, the study compares and analyzes the psychological activity process of the translators, verifies the expression of translation psychology in the translation of ICH terms, and identifies the characteristics of students' translations. The study's subjects were non-English major sophomores with diverse academic backgrounds, randomly sampled from a representative polytechnic university in Guangdong. The findings of this study are significant for improving the quality of translations and promoting cross-cultural understanding of ICH terms. By understanding the psychological factors involved in the translation of ICH terms, we can overcome language and cultural barriers and accurately convey the rich cultural heritage embodied in these terms.

Analysis of the value of folk music intangible cultural heritage on the regulation of mental health.

This paper proposes an approach based on the safeguarding of intangible cultural heritage (ICH) by studying the value of ICH to explore the value of the ICH of folk music on mental health and its safeguarding measures. Additionally, a questionnaire survey is conducted on the value of the ICH of folk music among college students. The Tibetan Guozhuang dance and music in the ICH are taken as the object. The students' awareness, participation, and effects on physical and mental health, emotional regulation, and stress regulation are investigated, to study the safeguarding value of folk music. The survey results reveal that in the process of participating in the folk art of Tibetan Guozhuang dance, 41.8% of the students consider it very useful for emotional regulation and stress relief, and 46.31% believe it is useful. 36.95% of the students feel that it is very useful for the development of mental health, and 49.75% think it is useful. This indicates that a total of 86.7% of the students believe that the dance is helpful to the development of students' mental health. And most of the students are in a happy mood when participating in the dance. Among them, 71.7% of the students say that they are elated, and 66.98% feel that they are excited. It illustrates that as a young group, the students are fond of folk art, but they lack the cognitive approach. Finally, the safeguarding suggestions and implementation paths are put forward in view of the existing problems of the ICH of folk music. The research can provide a research reference for the safeguarding of the ICH of folk music.

Current Situation and Problems of the Protection of Intangible Cultural Heritage of Traditional Chinese Medicine / 中医杂志

@#The intangible cultural heritage of traditional Chinese medicine （TCM） is the essence of the treasure house of TCM. The State Council has successively announced five batches of national intangible cultural heritage representative projects and lists of inheritors， including 182 projects and 130 inheritors in traditional medicine. A systematic analysis of current traditional medicine projects and inheritors has found problems such as unreasonable categorization， obvious category bias， large regional distribution gap， serious aging of the inheritance team， and under emphasizing in ethnic minority medicine. Therefore， it is suggested to adjust categories， balance development， rationalize categories， and increase attention， thereby providing reference for the protection of TCM intangible cultural heritage.

Current Situation and Problems of the Protection of Intangible Cultural Heritage of Traditional Chinese Medicine / 中医杂志

The intangible cultural heritage of traditional Chinese medicine （TCM） is the essence of the treasure house of TCM. The State Council has successively announced five batches of national intangible cultural heritage representative projects and lists of inheritors， including 182 projects and 130 inheritors in traditional medicine. A systematic analysis of current traditional medicine projects and inheritors has found problems such as unreasonable categorization， obvious category bias， large regional distribution gap， serious aging of the inheritance team， and under emphasizing in ethnic minority medicine. Therefore， it is suggested to adjust categories， balance development， rationalize categories， and increase attention， thereby providing reference for the protection of TCM intangible cultural heritage.

The moderating role of authenticity between experience economy and memory? The evidence from Qiong Opera.

Scholars have used the experience economy to analyze the behavior of tourists. However, in the field of intangible cultural heritage (ICH) tourism, the relationship between the experience economy and the behavior intention of tourists has not been studied. Scholars also point out that the relationship between the four dimensions of the experience economy is not static, and that aesthetic experience may be predictive of other dimensions. This study uses aesthetic experience as the starting point and constructs a theoretical model that includes the experience economy, the memories of ICH tourists, the perception of authenticity, and behavioral intentions. Qiong Opera, part of China's national intangible cultural heritage, is used as a scenario in which to conduct empirical research. The results show that education, entertainment, and escape play a mediator role in the relationship between aesthetics and memory; memory plays a complete mediator role in the relationship between education, entertainment, escape, and behavioral intention; and authenticity plays a moderator role in the relationship between education, entertainment, escape, and memory. This study introduces the experience economy into ICH tourism. While expanding the application field of experience economy theory, it also provides theoretical and management inspiration for ICH tourism development.

Research on Relevant Dimensions of Tourism Experience of Intangible Cultural Heritage Lantern Festival: Integrating Generic Learning Outcomes With the Technology Acceptance Model.

The lantern exhibition at the Lantern Festival is an important traditional festival in Taiwan. Visitors play an important role in the promotion and sustainable development of intangible cultural heritage (ICH). In recent years, the involvement of digital technology in traditional lantern design and shows has contributed to the protection, inheritance, and promotion of ICH, there remains less research on using augmented reality (AR) with ICH tourism. In this study, AR is used for ICH lantern exhibition to discuss the learning experience in lantern tourism and the relationship between technology acceptance and satisfaction from the perspective of visitors, as well as evaluate what AR has on improving visitors' awareness and learning experience. Then, primary variables of the technology acceptance model (TAM) are combined with generic learning outcomes (GLOs) to integrate ICH, education, and technology to expand TAM, building a new model to study the ICH learning experience. A questionnaire and observation are used. Respondents are visitors participating in the AR lantern exhibition in Taiwan, which is designed by the author. There is a total of 200 questionnaires collected in the end. The result shows that knowledge and understanding (KU), attitudes and values (AV), activity, behavior, and progression (ABP), and enjoyment, inspiration, and creativity (EIC) from GLOs have a positive effect on technology acceptance and actual use (AU). Therefore, visitors are satisfied with innovative and interesting technology learning experiences, enhancing learning interest and results. Besides, the interaction of the AR system improves visitors' learning motivation, which shows the combination of AR technology with ICH tourism helps improve cultural awareness.

The impact of symmetry design of intangible cultural heritage souvenir on tourists' aesthetic pleasure.

Souvenirs play an important role in tourism development. They act not only as mementos, enabling tourists to relive and retain the memory of a particular journey, but also as main income sources for tourism destinations and stakeholders. Many intangible cultural heritages (ICH) have been developed into souvenirs, especially products made by traditional craftsmanship. ICH souvenirs facilitate cultural value that is understandable to tourists, who appreciate the design of the ICH souvenirs and their contributions to a pleasure and memorable journey. Based on the theory of beauty and the preference-for-prototypes theory, this study explored how symmetry design of ICH souvenirs influences tourist's aesthetic pleasure. As ICH souvenirs development is a commercialization process, and over-commodification would lead to cultures being lost and tourists' disappointment, the authenticity concept is applied in order to address over-commodification. Thus, this study analyzed the moderating role of tourists' authenticity perception of ICH souvenirs. Two lab-based between-subjects design experiments were employed to test the proposed hypotheses. Data analysis entailed multiple regression analysis, one-way ANOVA, and two-way ANOVA. The findings showed that symmetry of ICH souvenir design had a positive impact on tourists' aesthetic pleasure. Under the symmetric-design condition, tourists' typicality perception of ICH souvenirs positively mediated the main relationship, while under the asymmetric-design condition, tourists' novelty perception had a negative mediating effect. The moderated mediation effects were in accord with hypotheses to some extent; at a relatively high level of authenticity perception (above mean value), the indirect effect of symmetry on aesthetic pleasure via typicality perception increased as authenticity perception rose; at a relatively low level of authenticity perception (under mean value), the indirect effect of symmetry on aesthetic pleasure via novelty perception declined as authenticity perception rose. This study identified critical factors influencing tourists' aesthetic pleasure with ICH souvenirs, and it revealed the internal influencing mechanisms and moderating effects under different design conditions. These findings give some insights to ICH practitioners for using souvenir design to improve tourists' aesthetic pleasure.

The metonymic mechanism of English translation of Chinese intangible cultural heritage terms from the perspective of cognitive psychology.

The translation of Intangible Cultural Heritage (ICH) terms is an important practical aspect of cross-lingual expressions related to ICH knowledge. Chinese ICH terms are heavily loaded with specific historical and cultural knowledge and regional characteristics. Based on cognitive psychology, this paper analyzes the metonymic mechanism of traditional translation techniques such as substitution in the English translation of Chinese ICH terms. The English translation of Chinese ICH nominal terms can be realized based on the metonymic mechanism of replacing either a superordinate with a subordinate of the linguistic structure or a subordinate of the linguistic structure with a subordinate of the linguistic structure in the pair language, English-Chinese. The English translation of Chinese ICH verbal terms can regard the whole verbal action as an event process and can highlight one aspect of the process through a metonymic mechanism as well. This paper holds that metonymy is an important psychological motivation and cognitive mechanism for translation skills such as substitution as it brings the relationship between the corresponding items of the target language and the source language into a unified interpretation framework. Hence, this may add some significance to the research of translation theory and translation practice. This also contributes to the UN Sustainable Development Goal number 17 which seeks global parternship for sustainable development.

More Information, Greater Appreciation: The Correlation between Background Information and Aesthetic Judgment of Tourist Crafts.

More information is often correlated with greater appreciation. Drawing on the model of aesthetic appreciation and aesthetic judgment in art psychology, this study aims to investigate changes in tourists' aesthetic judgments of tourist crafts when provided with different background information. Blue calico, an art form created through white pulp dyeing and printing, is an intangible cultural heritage of China. The photographs used in this study illustrate typical examples of blue calicos that are commonly sold in tourist gift shops in Wuzhen, China. Data from a sample of 133 participants (49 women and 84 men) was analyzed using Two-Way Repeated Measures ANOVA. We examined to what extent respondents varied their assessments of the calicos based on author manipulation of background factors, such as commentaries by the artist or details about the production process. We found that tourists' impressions of the aesthetics of blue calicos were predicted by background factors, especially those of tourists who were less interested in high arts. Specifically, blue calicos reported to tourists with names that conveyed an auspicious meaning predicted tourists' assessments of the calicos as more aesthetically pleasing. Explanations of the production process also predicted an increased appreciation of calico aesthetics. Conversely, artists' commentaries were not significantly correlated with an increased aesthetic merit of calicos. Understanding what may affect tourists' assessment of art could help those in the tourism industry market souvenirs to drive sales and enhance tourists' understanding and appreciation of intangible cultural heritage.

LONG-REMI: An AI-Based Technological Application to Promote Healthy Mental Longevity Grounded in Reminiscence Therapy.

Reminiscence therapy (RT) consists of thinking about one's own experiences through the presentation of memory-facilitating stimuli, and it has as its fundamental axis the activation of emotions. An innovative way of offering RT involves the use of technology-assisted applications, which must also satisfy the needs of the user. This study aimed to develop an AI-based computer application that recreates RT in a personalized way, meeting the characteristics of RT guided by a therapist or a caregiver. The material guiding RT focuses on intangible cultural heritage. The application incorporates facial expression analysis and reinforcement learning techniques, with the aim of identifying the user's emotions and, with them, guiding the computer system that emulates RT dynamically and in real time. A pilot study was carried out at five senior centers in Barcelona and Portugal. The results obtained are very positive, showing high user satisfaction. Moreover, the results indicate that the high frequency of positive emotions increased in the participants at the end of the intervention, while the low frequencies of negative emotions were maintained at the end of the intervention.

The Innovation of Entrepreneurship Education for Intangible Cultural Heritage Inheritance From the Perspective of Entrepreneurial Psychology.

The purpose is to help college students start their own businesses and protect and develop China's intangible cultural heritage. The entrepreneurship of college students in the field of intangible culture is studied from the perspective of entrepreneurial psychology. First, the related characteristics, main content, and research status of college entrepreneurship education are described in detail. Entrepreneurial psychology is divided into entrepreneurial cognition, entrepreneurial emotion and entrepreneurial will. Then, the concept and development status of intangible cultural heritage are briefly summarized to illustrate the importance of inheriting and developing intangible cultural heritage. A questionnaire is designed based on intangible cultural heritage development mode to interview local college students randomly. Finally, the results are analyzed by descriptive statistics. The results show that massive students do not understand the entrepreneurial policy, and only 16% of them know it very well. More than 30% of the students think that entrepreneurship will improve personal responsibility. Nearly 50% of the students believe that entrepreneurship can increase their life experience. Almost 50% of the students have the psychological quality of persistence and courage in entrepreneurship. The final results show that there are great differences in entrepreneurial cognition among students of different grades. Regarding entrepreneurial emotion, there are obvious differences among students of different genders, disciplines, and grades. Regarding the entrepreneurial will, there are only differences among students with different grades. In entrepreneurship education, different teaching methods should be adopted for different ages to comprehensively improve the effect of entrepreneurship education for students of all grades and help them obtain good entrepreneurship results. This exploration provides technical support for the inheritance of material and cultural inheritance and contributes to the entrepreneurship education of college students.

3D technologies for intangible cultural heritage preservation-literature review for selected databases.

Conservation of cultural heritage is nowadays a very important aspect of our lives. Thanks to such legacy we gain knowledge about our ancestors, methods of production and ways of their life. The rapid development of 3D technology allows for more and more faithful reflection of this area of life. The rich cultural heritage, both tangible and intangible, can be preserved for future generations due to the use of advanced 3d technologies. They provide the means of documenting, recovering and presenting items of cultural heritage. Not only buildings or monuments are taken into account. An important aspect of our culture is intangible cultural heritage (ICH), including acting, crafting or storytelling, passed down from generation to generation. Due to the rapid development of civilisation and the migration of people, this type of culture is often forgotten. That is why the preservation of ICH is an important element of today world. The main aim of this study, on the basis of the gathered papers, is to identify: (1) the general state of use of 3D digital technologies in ICH; (2) the topics and themes discussed; (3) the technologies used in the study; (4) locations of research centres conducting such studies; and (5) the types of research carried out. The methodology consists of the following main steps: defining study questions, searching query development, selection of publications in Scopus, Web of Knowledge and IEEE Xplore, finally the study execution and the analysis of the obtained results. The results show that for ICH the most often used technologies are: 3D visualisation, 3D modelling, Augmented Reality, Virtual Reality and motion capture systems.

Los juegos y deportes tradicionales declarados como Patrimonio Cultural Inmaterial: alternativa legítima en el caso de los pueblos amazónicos del Ecuador / Jogos tradicionais e Desportos declarados como Património Cultural Imaterial: uma alternativa legítima no caso dos Povos Amazónicos do Equador / Traditional games and Sports declared as Intangible Cultural Heritage: a legitimate alternative in the case of the Amazonian Peoples of Ecuador

RESUMEN En los últimos años, la práctica de los juegos y deportes tradicionales han ido perdiendo protagonismo en la sociedad. Por lo que una de las estrategias es convertirlos en Patrimonio Cultural Inmaterial Nacional. El trabajo tuvo por objetivo reflexionar sobre la importancia de los diversos antecedentes sobre la declaratoria de Juegos y Deportes Tradicionales como Patrimonio Cultural Inmaterial como alternativa válida para ser aplicable al caso de los pueblos amazónicos del Ecuador. Se realizó la revisión de la literatura científica mediante la búsqueda bibliográfica de la literatura, criterios de selección y evaluación de la calidad de los artículos seleccionados. Los juegos y deportes tradicionales considerados patrimonio cultural inmaterial contribuyen con la identidad y sentido de pertenencia que posee la comunidad, región o país. Además, inciden en el sector turístico a través de la exhibición de las prácticas lúdicas y deportivas. Diversos países contemplan un deporte tradicional como Patrimonio Cultural Inmaterial como es el caso de: el hockey en Canadá, el palín en Chile, el juego de pelota en México y Guatemala, la lucha canaria, pelota vasca, pelota valenciana y lanzamiento de la barra aragonesa en España y carrera de pescado en Francia. En el contexto ecuatoriano, existen estudios que se limitan a abordar el concepto de juegos y deportes tradicionales y su tipología por regiones. Hasta el momento, se han realizado eventos deportivos a nivel nacional con la finalidad de promover la práctica de las actividades lúdicas y deportivas.

RESUMO Nos últimos anos, a prática de jogos e desportos tradicionais tem vindo a perder proeminência na sociedade. Por conseguinte, uma das estratégias é transformá-los em Património Cultural Intangível nacional. O objectivo deste trabalho é reflectir sobre a importância dos diversos antecedentes na declaração dos Jogos Tradicionais e Desportivos como Património Cultural Intangível como alternativa válida a ser aplicável ao caso dos Povos Amazónicos do Equador. A revisão da literatura científica foi realizada através da pesquisa bibliográfica da literatura, critérios de selecção, avaliação da qualidade dos artigos seleccionados. Os Jogos Tradicionais e Desportos considerados património cultural imaterial contribuem para a identidade e sentimento de pertença da comunidade, região ou país. Além disso, têm impacto no sector do turismo através da exposição de práticas recreativas e desportivas. Vários países consideram um desporto tradicional como Património Cultural Imaterial, como é o caso do: hóquei no Canadá, palín no Chile, pelota no México e Guatemala, luta livre canária, pelota basco, pelota valenciano e o atirador de bar aragonês em Espanha, e a corrida aos peixes em França. No contexto equatoriano, existem estudos que se limitam a abordar o conceito de Jogos Tradicionais e Desportos e a sua tipologia por região. Até agora, têm sido realizados eventos desportivos a nível nacional com o objectivo de promover a prática de actividades recreativas e desportivas.

ABSTRACT In recent years, the practice of traditional games and sports has been losing prominence in society. Therefore, one of the strategies is to convert them into National Intangible Cultural Heritage. The objective of this work was to reflect on the importance of the diverse antecedents on the declaration of Traditional Games and Sports as Intangible Cultural Heritage as a valid alternative to be applicable to the case of the Amazonian peoples of Ecuador. A review of the scientific literature was carried out by means of a bibliographic search of the literature, selection criteria and evaluation of the quality of the selected articles. Traditional games and sports considered intangible cultural heritage contribute to the identity and sense of belonging of the community, region or country. They also have an impact on the tourism sector through the exhibition of recreational and sporting practices. Several countries consider a traditional sport as Intangible Cultural Heritage, as is the case of field hockey in Canada, palín in Chile, pelota in Mexico and Guatemala, Canary Island wrestling, Basque pelota, Valencian pelota and the Aragonese bar toss in Spain, and the fish race in France. In the Ecuadorian context, there are studies that are limited to addressing the concept of traditional games and sports and their typology by region. So far, sporting events have been held at the national level with the aim of promoting the practice of recreational and sporting activities.