Factors Affecting the Management of an International Chain Store of Intangible Cultural Heritage Sichuan Cuisines

Abstract

This research aimed to study the factors affecting the management of an international chain store of intangible cultural heritage Sichuan cuisines. This research employs a cross-sectional analysis design to identify the management factors associated with the intangible cultural heritage of the Sichuan cuisine hot pot chain. The study employs a quantitative approach, utilizing a questionnaire to collect data from 408 consumers. The reliability values of all factors were more significant than 0.7. The research results show a significant relationship between the brand image, the emotional brand attachment, the brand image, and the brand loyalty.