Digital Sustainability of Heritage: Exploring Indicators Affecting the Effectiveness of Digital Dissemination of Intangible Cultural Heritage Through Qualitative Interviews

Abstract

Currently, the digitization of heritage has become a research hotspot, but there remain gaps in evaluating the effectiveness of its digital dissemination. This qualitative study explores the indicators influencing the effectiveness of digital dissemination of intangible cultural heritage (ICH), with a special focus on Shu brocade weaving techniques, which is the national ICH item of China and has a high cultural, economic, and artistic value. Original data for this study was collected through semi-structured interviews with the most representative stakeholders. Based on the grounded theory, interviews were further analyzed through NVivo software 14, and 30 indicators were identified. The results of this study reveal the importance of indicators related to the authenticity and integrity of cultural connotations as well as the transmission of traditional skills, especially through stakeholder participation, in the digital dissemination of ICH. This study emphasizes the significance of improving the effectiveness of digital dissemination for the sustainable development of ICH and the preservation of precious culture for future generations.

1. Introduction

Intangible cultural heritage (ICH) refers to nonmaterial cultural manifestations, which include human wisdom, skills, festivals, artistic creations, expressions, and so on [1]. In the context of globalization and urbanization, ICH not only plays a vital role in maintaining cultural pluralism and diversity [2], but its digital development is also an indispensable force for cultural sustainability [3].

Sustainable Development Goals (SDGs) 11.4 proposes “Strengthen efforts to protect and safeguard the world’s cultural and natural heritage” (refer to Goal 11 | Department of Economic and Social Affairs), which emphasizes the importance for local communities to protect their precious cultural heritage [4] and promote community sustainability [5]. Meanwhile, digital dissemination of ICH caters to SDG 17’s call for increased research and dissemination of technology (refer to Technology | Department of Economic and Social Affairs). ICH is community-based, relies on local traditions and unique cultures, and is rich in humanistic connotations and emotional themes, making it particularly important to local communities [6]. In addition, as a fragile asset, ICH relies heavily on the oral transmission of individual inheritors and practitioners [7], and UNESCO has repeatedly emphasized the importance of community participation in the safeguarding of ICH [8], contributing to SDG 4, which aims to ensure learners acquire skills and knowledge [9,10]. Therefore, the digital dissemination of ICH requires smooth communication and in-depth participation of stakeholders.

According to the Lists of Intangible Cultural Heritage certified by UNESCO, China holds 43 ICH items, which is close to 6% of the world’s ICH [11]. Among them, more than ¼ belong to the category of traditional techniques and skills (refer to Intangible Cultural Heritage—Grid). However, studies on the digital dissemination of this vital category of ICH remain insufficient, especially for the indicators affecting the effectiveness of its digital dissemination. Currently, related studies focus on the separate micro perspectives of the inheritors [12], regulatory organization [13,14], or audience [15,16]. Research gaps in the determination of indicators affecting the effectiveness of digital dissemination from the perspective of multiple stakeholders in the specific category of “traditional techniques” are evident.

As a precious representative of traditional techniques of Chinese ICH, Shu brocade weaving techniques were first recorded between 356 B.C. and 311 B.C. and have been a witness to Chinese trade and diplomacy as well as an embodiment of traditional techniques and aesthetics for more than 2000 years [17]. The complexity and sophistication of the craftsmanship can be seen in Figure 1. Chengdu (also named “Shu” in ancient times) is known as the “City of Brocade” because of the abundance of brocade in the city. The brocade weaving technique is rooted in the “Shu” culture with distinctive regional characteristics, which contribute to economic development, social stability, and national unity [18]. It has witnessed history as a carrier of cultural exchange and trade in the world-famous “Silk Road” and has unique cultural value [19].

The use of multiple digital technologies and methods in the process of ICH dissemination has attracted significant attention from researchers [20,21]. The digital dissemination of traditional techniques is not only a manifestation of national characteristics and cultural diversity but also consistent with China’s policies and development directions, such as “cultural self-confidence” (first proposed by Chinese president Xi Jinping in 2014, which has become an important statement of socialism with Chinese characteristics) and “Internet +”, and has strong research value and significance of the times [22]. Although the government and some cultural institutions of Chengdu have made active attempts at cultural dissemination, including the establishment of Chengdu’s ICH database, the development of online shopping, study, and travel, and the pushing of ICH pictures and videos through official websites and social media, these dissemination means are unclassified and lack targeted evaluation indicators of different categories of ICH; thus, comprehensive and efficient cultural dissemination is hard to achieve (excerpted from an interview with the staff of Chengdu Intangible Cultural Heritage Protection Center; refer to http://www.cdich.cn/index.html. for more information, accessed on 17 December 2024).

Therefore, this study aims to address the following research question: What indicators influence the effectiveness of digital dissemination of traditional techniques? In order to find a response to this question, this study selected the renowned Shu brocade weaving technique as the study case and adopted semi-structured interviews to assess the effectiveness of dissemination from the perspective of stakeholders to identify their precious view on the status and challenges of the digital dissemination of ICH. Based on that, the NVivo software was used to explore the indicators affecting the effectiveness of digital dissemination of traditional techniques of ICH.

2. Methods and Data Collection

2.1. Method

Currently, research on the digital dissemination of ICH mainly focuses on the field of digital technology and less on stakeholder perspectives. At the same time, Shu brocade weaving techniques are different from ordinary cultural heritage products, and the effectiveness of digital dissemination of its techniques and connotations is difficult to quantify, meaning it is difficult to apply the method of scale to measure the research.

The interview method has good flexibility and applicability, is suitable for studies with fewer interviewees, and can be adjusted at the right time for in-depth data collection. Semi-structured interviews are the most common and applicable. Researchers can draw up an outline of the interview in advance, but it is not necessary to follow it completely, and it can be adjusted flexibly according to the interview subjects, the process, and content [4].

Therefore, this study adopted semi-structured interviews with highly representative stakeholders as well as official public information to obtain the most direct and honest perception of the local communities on the current status and shortcomings of the digital dissemination of Shu brocade weaving techniques.

As a methodology for social phenomena, grounded theory provides a way to generate theories through the study of data [23]. Meanwhile, as a qualitative data analysis software widely used in the social sciences, NVivo is capable of efficiently processing and analyzing unstructured data, such as interview text and audio [24]. Therefore, collected data in this research were analyzed by NVivo 14, based on the grounded theory; three steps of open coding, axial coding, and selective coding were conducted step by step to derive preliminary evaluation indicators that influence the current digital dissemination of Shu brocade weaving techniques to expand the advantages and void the risks in digital dissemination.

2.2. Population and Sample Size

The population of Shu brocade weaving technique stakeholders is sparse, especially those who have been in the field for more than five years and have a high degree of authority and credibility. According to the staff of Chengdu Intangible Cultural Heritage Protection Center, there are currently no more than 30 stakeholders in total, including inheritors, management staff, apprentices, staff of the enterprise “Chengdu Shu Brocade and Embroidery Co., Ltd.”, researchers of related scientific research institutes, and staff of the “Shu Brocade Weaving Museum” (the only museum dedicated to Shu brocade weaving techniques in China), which is characterized by a small number of people in general and complex internal differences.

Therefore, this study divided these stakeholders into three categories under the guidance of the Chengdu Intangible Cultural Heritage Protection Center: managers, researchers, and industry participants of Shu brocade weaving techniques.

For qualitative research, especially purposive sampling, an appropriate sample size is sufficient [25]. On the basis of the categorization, the purposive sampling method of non-probability sampling was used to select the most representative respondents among the three categories as the sample, and an interview outline was designed to conduct semi-structured interviews.

In grounded theory, theoretical saturation focuses more on sample adequacy than sample size [26]; interviews can be stopped when the data collected begin to be repeated in large amounts of information [4]. During an actual interview, when the new information threshold is less than 5%, it means that the data has reached sufficient saturation [27]. In this study, after eight interviews with nine respondents, the data collection reached saturation. Detailed information is shown in

Table 1. The number of interviews reached saturation.

Interview Number	1	2	3	4	5	6	7	8	9
New themes per interview	12	7	7	4	3	3	1	0	0
New themes in the run	26			7		6	4	1	0
% change over the base	27%					23%	15%	4%	0%

below. For ease of calculation, the first three interviews were used as the base, and the % change over the base was calculated by dividing the number of new themes added in the subsequent interviews by this base.

Therefore, the final sample of the research contained 10 respondents: two administrators of the Sichuan Intangible Cultural Heritage Protection Center and Chengdu Intangible Cultural Heritage Protection Center, one representative inheritor of Shu brocade weaving techniques, three museum staff from the Shu brocade weaving technique exhibition of Chengdu Museum and Chengdu Shu Brocade Weaving Museum, two researchers from Chengdu Textile College and Shu Brocade Research Center of Chengdu, one skilled Shu brocade practitioner, and one industry representative from Shu Jiang Jin Yuan (the only Shu brocade enterprise that preserves and exhibits complete Shu brocade weaving techniques); detailed information on the interviewees and the selection criteria are shown in

Table 2. Inclusion and exclusion criteria for stakeholders selected for the semi-structured interview.

Inclusion Criteria	Experts related to Shu brocade weaving techniques	Managers related to Chengdu’s ICH	Subjects of communication in the digital dissemination of ICH	Researchers of the digital dissemination of Shu brocade weaving techniques
Exclusion Criteria	Experts and researchers of non-digital ICH dissemination	Less than 5 years of related work or research	Digital dissemination subjects unrelated to traditional techniques of ICH	Research areas outside of Chengdu

and

Table 3. Interviewee information.

Respondent No.	Work Unit	Date and Location of the Interview	Experience	Characteristics
S01	Sichuan ICH Protection Center	9 January 2024/Sichuan ICH Protection Center	5 years	Majored in the digitalization of ICH and maintained the operation and management of the online database and website of the Sichuan ICH Protection Center
S02	Chengdu ICH Protection Center (refer to http://www.cdich.cn/index.html for more information accessed on 17 December 2024)	16 December 2023/Chengdu ICH Protection Center	10 years	Responsible for operations related to the digitization of Chengdu’s ICH as well as communicating with other stakeholders
S03	Chengdu Museum (refer to https://cdmuseum.com/xinwen/202011/1508.html for more information accessed on 17 December 2024)	3 December 2023/Chengdu Museum	15 years	Familiar with cultural heritage and its application to digital exhibitions in museums
S04	Chengdu Museum	3 December 2023/Chengdu Museum	5 years	Active participation in digital museum exhibitions and proficiency in disseminating cultural information, including ICH, on social media
S05	Shu Brocade Embroidery Museum (refer to http://www.sjzxmuseum.com for more information accessed on 17 December 2024)	23 January 2024/Shu Brocade Embroidery Museum	7 years	Familiar with Shu brocade weaving techniques and very concerned about its digital display and dissemination
S06	Shu Brocade Research Center	24 February 2024/Shu Brocade Research Center	9 years	Responsible for the promotion and dissemination of Shu brocade weaving techniques on social media and database management
S07	Chengdu Textile College	26 January 2024/Chengdu Textile College	23 years	Focus on the combination of Shu brocade weaving techniques and digital technologies, proficiency in the application of VR and AI in the practical training and design of traditional techniques and skills, and commitment to cooperating with the government and Shu brocade enterprises
S08	Shu Jiang Jin Yuan Company (manager) (refer to http://www.scshuxiu.com/info/239.html for more information accessed on 17 December 2024)	24 January 2024/Shu Jiang Jin Yuan	6 years	Familiar with the Shu brocade industry and managing the practitioners of Shu brocade weaving techniques, such as inheritors and front-line workers; particularly concerned with the role of stakeholders in the digital dissemination of traditional techniques
S09	Shu Jiang Jin Yuan Company (inheritor)	23 January 2024/Shu Brocade Embroidery Museum	41 years	Provincial inheritor, proficient in Shu brocade weaving techniques, and confident in its digital preservation, dissemination, and management
S10	Shu Jiang Jin Yuan Company (weaver)	24 January 2024/Shu Jiang Jin Yuan	12 years	Skilled in the application of digital technologies on modern looms for brocade weaving, concerned about the digital storage and inheritance of Shu brocade weaving techniques

.

2.3. Data Collection Procedure

The process of data collection from November 2023 to March 2024 was divided into the following four stages. These semi-structured interviews were conducted with consent and under the supervision of the Research Ethics Committee UKM (RECUKM, approval code: JEP-2024-002).

Stage 1: Before selecting the specific samples and designing the research methodology, instead of conducting formal interviews at this stage, this study consulted and communicated with the staff of Chengdu’s ICH management department to understand its organizational structure, management mode, and relevant department heads and jointly determine the selection of the specific research case, which was Shu brocade weaving techniques, so as to lay the foundation for selecting suitable interviewees and formulating targeted interview questions.

Stage 2: After confirming with the specific interviewees of Shu brocade weaving techniques, the questionnaires for these semi-structured interviews were originally designed and separated into five parts, covering the perspectives of three categories: government, academic (from research institutes, colleges, and cultural institutes), and industry (includes inheritor, company manager, and practitioner) representatives. At the same time, considering that this research was conducted in Chengdu, China, a bilingual version of the questionnaires was utilized in both English and Chinese and was further reviewed by two social science experts, followed by being eventually vetted and pre-tested prior to official use.

Stage 3: After selecting the interviewees and drawing up the interview outline, the formal semi-structured interviews were conducted with 10 highly representative and authoritative stakeholders from all three categories of practitioners, managers, and researchers of Shu brocade weaving techniques. These respondents were interviewed one by one and fully understood this research as well as their positions and roles in the process.

The average length of each interview was about two hours, and all interviews at this stage were recorded for later organization. On-site notes were taken to cross-check the audio recording. In addition, to enrich the data sources and ensure that the data analysis was reasonable, relevant information and resources were collected on the digitalization of Shu brocade weaving techniques and previous dissemination activities released by various departments related to Shu brocade weaving techniques of Chengdu; these were used to verify the interview responses.

Meanwhile, as the semi-structured interviews were conducted in Chengdu, China, interviewees were more familiar with Chinese, especially the Sichuan dialect; therefore, the language used in the interview process was based on the interviewees’ self-selected language they were comfortable with, including Mandarin and the Sichuan dialect. This was carried out so that interviewees could be interviewed in a stress-free environment, to avoid concerns and resistance, and to ensure the authenticity and credibility of the interviews.

Stage 4: NVivo software was used to process and analyze the collected interviews, pictures, and text data. To improve efficiency and to ensure the data analysis was of a scientific nature and objective [28], this research chose to use the most advanced qualitative research and analysis software, NVivo 14 for Windows, for data processing based on grounded theory.

The original version of these interview data was imported into the NVivo software after transcription and translation for the next step of analysis. The coding was based on the “labels”, which consisted of ideas or concepts. NVivo 14 was used to disrupt the collected interviews and text data following the inductive three steps of coding of grounded theory to process the data, as shown in Figure 2. This was followed by a summarization of the indicator influencing the digital dissemination of Shu brocade weaving techniques of Chengdu’s ICH.

Labeling involved segmenting the raw data and assigning “labels” to it using an open coding approach, which is the process of conceptualizing and abstracting the data collected to form core themes or categories [23]. This process takes the form of word-by-word coding [24]. During the initial conceptualization stage, these labels were grouped into classes based on their shared characteristics. In the core conceptualization stage, these initial groupings were further refined to identify deeper commonalities, to discover and establish various links between the concepts obtained, to extract the “main categories” [29], and to show the organic connection of the content of the material, ultimately forming the final concepts. The process of selective coding sorted out different main categories and summarized the core categories through continuous comparison to cover or dominate all the main categories, which is a crucial step for theoretical construction [30]. These steps ensured that the raw data were systematically analyzed and organized into meaningful conceptual categories.

This research utilized NVivo 14 software as an auxiliary tool for data processing, while the theoretical analysis and establishment of the set of influencing indicators were primarily conducted through manual evaluation. Before commencing data processing and analysis, a thorough review of highly relevant literature on indicators affecting the digital dissemination of cultural heritage was conducted. This included a macro perspective on the comprehensive evaluation model of the communication effects of ICH [31] as well as micro perspectives on specific dissemination subjects [12] and traditional techniques of ICH [32] within the context of digital dissemination.

To minimize conceptual bias during the coding process and ensure that the evaluation indicators were both generalized and reasonable, managers and experts from the Chengdu Intangible Cultural Heritage Protection Center and the Shu Brocade Weaving Museum, along with research scholars in the field, were repeatedly consulted. This collaborative approach helped to refine the understanding of key terms and ensure the accuracy and rationality of the coding results.

3. Results

3.1. Open Coding

Firstly, the original data were analyzed by original statements of respondents of the semi-structured interviews. In total, 308 labels were formed, and 101 initial conceptualizations and 45 core conceptualizations were obtained according to the principle of step-by-step influence and homogeneity. It should be noted that repetition does not mean that the content was exactly duplicated; rather, the conceptualization could affect several different objects at the same time. Finally, core conceptualizations were preceded by “B+”. Examples of this process are shown in

Table 4. Examples of the conceptualization process.

Example of the Original Statement	Label	Initial Conceptualization
1.1.1. “Firstly, the establishment of a digital preservation platform, including a non-public database, to preserve the information of ICH inheritors and ICH projects at the national and provincial levels online”.	1.1. Databases of different levels of the ICH Protection Center	1. Digital platforms of the ICH management department
1.1.2. “Including more than 40 national and provincial ICH and their inheritors, which are digitized and archived in the database of the Chengdu Intangible Cultural Heritage Protection Center”.
1.2.1. “The last is the public push of the ICH-related WeChat platform (the most popular social media software of China), Dou Yin accounts (Chinese version of TikTok), Weibo (popular social media of China), Jin Ri Tou Tiao (One of the most familiar common information platforms of China), etc., which makes the ICH spread more widely and reach a larger audience”.	1.2. Public push via online platforms and social media of the government
1.3.1. “The second one is the official website of Sichuan’s ICH, which has just been upgraded in 2023 to better protect and disseminate ICH of Sichuan province”.	1.3. Official website of Sichuan ICH Protection Center
2.1.1. “The inheritors are the core of the traditional techniques of ICH, mastering the techniques and crafts…”	2.1. Inheritors mastering techniques and skills	2. Inheritors’ vital role
2.2.1. “Inheritors’ consent is the first step towards the ICH being able to be publicly disseminated”.	2.2. Inheritors’ consent is important
2.3.1. “In the case of traditional techniques of ICH, we cannot collect and disseminate them without obtaining full authorization of inheritors, so naturally, there is no way to talk about their integrity”.	2.3. Inheritors’ authorization is important
3.1.1. “An exhibition on traditional techniques of ICH in 2019, which are quite popular with 3D scanning of exhibits, online exhibitions, and explanations”.	3.1. 3D scanning in the online exhibitions of Chengdu Museum	3. Multiple uses of technologies
3.2.1. “At present, the digital preservation and dissemination of traditional techniques are mainly through 3D scanning, online exhibitions, social media displays, and the combination of Shu brocade and Shu embroidery with AI for digital design and dissemination”.	3.2. 3D/AI technologies used to disseminate traditional techniques of ICH
3.3.1. “Fourthly, the exhibition of Shu brocade weaving techniques by the museum through multimedia installations and technologies such as AR and VR”.	3.3. The use of multimedia installations as well as AR and VR technologies
4.1.1. “But the skills and techniques behind the cultural connotation of the dissemination are very missing”.	4.1. Skills and techniques of ICH connotation	4. The cultural connotations of traditional techniques of ICH are important
4.2.1. “The content of dissemination is commercialized, with too much emphasis on enterprises and sales, neglecting the excavation and dissemination of the cultural connotations of ICH”.	4.2. The excavation and dissemination of cultural connotations

and

Table 5. Open coding process.

Initial Conceptualization (Label)	Core Conceptualizations
Multiple uses of technologies Multimedia installations and technologies are very popular with the audience	B1 Multiple uses of technologies are popular
1. 3D, VR, and AI can reduce the amount of labor	B2 Technologies reduces the labor amount
1. Digital platforms of the ICH management department 2. Platforms are more accessible 3. Update of the official website of ICH	B3 Accessibility using digital platforms
1. Push on social media 2. Social media has many Internet users	B4 Social media push
1. Digital integration 2. Multiple ICH digital management information systems 3. Brought together quickly and conveniently	B5 Digital integration
1. High frequency 2. Interaction of technology 3. Combines the design heritage with digitization technology	B6 Interactivity of digital technologies
1. Audiences’ immersive experience 2. Immersive social media push 3. Cognitive and experiential changes	B7 Digital technologies provide immersive experiences
1. Digital methods are faster to disseminate 2. The fast speed of digital dissemination	B8 Fast speed
1. Standardization and innovation 2. Continuous updating 3. Rapid development of science and technology	B9 Innovative nature of digital technology
1. Effective 2. Practical 3. Saves time and effort 4. Costs related to digital preservation and dissemination are also decreasing 5. Is now affordable	B10 Update of digital technologies saves costs for ICH dissemination
1. Can reach a wider audience	B11 Wide reach
1. More accessible, intuitive, and concise 2. Attractive and vivid	B12 Vividness of digital technologies
1. Achieved in terms of the scope and form of dissemination 2. In a limited time to maximize the audience’s understanding	B13 Limitless of digital technology
1. The pattern sizes and information are archived and can be exported directly from the database 2. Establishment of digital laboratories	B14 Stability of digital extraction
1. Improve the digital extraction and storage of basic information	B15 Safe storage
1. Scientific selection of the dissemination subject 2. Integrity 3. Authentic and complete dissemination of ICH culture	B16 Preserve and display the authentic characteristics
1. Skills and techniques behind the cultural connotation	B17 Protect traditional technique features of ICH
1. Special publicity department to digitally disseminate ICH information 2. Dissemination content could be reflected more innovatively	B18 Targeted publicity department to disseminate ICH
1. Increase cooperation 2. More attention and popularity	B19 More attention and cooperation
1. Expand public understanding	B20 Public understanding
1. Different platforms are oriented to different ICH cultures and audiences 2. Provide diversity	B21 Promote cultural diversity
1. The cultural connotations of traditional techniques of ICH 2. In-depth understanding and knowledge of ICH culture and connotations 3. True nature of ICH	B22 Understanding the nature of cultural content
1. Jointly contribute to the digital dissemination and sustainable development of Shu brocade weaving techniques 2. Sustainable development of ICH and digital sustainability	B23 Digital dissemination for sustainable cultural development
1. Social participation contributes to ICH dissemination 2. The trend of the times is unstoppable	B24 Digital dissemination is in line with the development trend of society
1. Increasing the attention of the community 2. Cultural needs and values of identity	B25 Cultural and social significance by calling for public attention to and protection of ICH
1. Attracting researchers 2. Stakeholders’ gatekeep 3. University–enterprise cooperation and scientific research institutions’ cooperation to make development	B26 Smooth uploading/downloading channels for ICH information communication are important in the digital dissemination of ICH
1. Stakeholders should be involved in the digitization of traditional techniques of ICH 2. Collective effort between stakeholders 3. Remove the communication and cooperation gap between various stakeholders	B27 Clear and fast communication between the various stakeholders
1. Integration of digitalization tools with the stakeholders 2. Creating a new space to disseminate 3. Increase the communication and exchange of various departments and participants	B28 A new space for dissemination that combines stakeholders and digitalization
1. Social supervision 2. More acceptable for the public 3. Digital platforms are convenient and can attract users’ attention and stickiness	B29 Continued use and increased user stickiness can save time in the dissemination of ICH
1. Real and complete embodiment 2. Records inheritors and brocade weaving techniques 3. Live demonstration	B30 Complete expression of the processes of techniques and crafts of demonstration of inheritors
1. Depth and breadth 2. Remove a lot of limitations 3. Can access anytime	B31 Limitless teaching and inheritance of brocade weaving techniques
1. Standardize the content 2. Carry out vocational education and cultivate talents 3. Safe protection and storage online	B32 Reduce the impact of the disappearance of inheritors on the transmission of ICH skills and culture
1. Inheritors’ vital role, enterprises’ self-marketing and self-financing 2. ICH protection units should be involved	B33 Involvement of inheritors
1. Protect the interests of inheritors and front-line workers 2. Greater protection and dissemination 3. Humanistic care and concern for the masters in the dissemination process	B34 Inheritor satisfaction
1. Open and transparent display 2. Efficient presentation 3. The weaving techniques and demonstration are very inconvenient and need more efficient ways	B35 Efficient and transparent transmission
1. Precious historical, artistic, and scientific value 2. Human wisdom	B36 Retaining valuable experience in the process of ICH inheritance
1. Unique emotions and cultural inheritance of ICH 2. Experiences and emotions of inheritors	B37 Emotional embodiment of inheritors
1. Government attaches great importance to and supports the digitization of ICH 2. Inclinations and assistance in government policies	B38 Relevant policies
1. 2023 national-level industry standards for ICH and relevant documents on cultural digitization	B39 Related laws
1. Standardize the IP authorization 2. The 14th Five-Year Plan for ICH in Sichuan	B40 The government enacts related regulations
1. Policy inclination and financial support for the application of industry cultural creation	B41 Financial support
1. Continue to improve the digital record project 2. Inclination and support for IP authorization and project declaration 3. Scientific research projects	B42 Local government encourages relevant projects
1. Promote the “great nation craftsmen” and “artisanal spirit” 2. Guidance and management of the government	B43 Promoting the digital dissemination of ICH culture
1. Government publicization	B44 Propaganda
1. Encourage dissemination subjects to form synergy 2. Empower the ICH protection units	B45 Provides platforms and guarantees services

.

3.2. Axial Coding

In this research, based on the core conceptualization of open coding, we adhered to the principles of hierarchical influence and homogeneity. Through repeated reflection and refinement, we identified 30 main categories, which served as the final evaluation indicators for assessing the effectiveness of Shu brocade weaving techniques. These categories are denoted by “A+” preceding each main category, as presented in

Table 6. Axial coding results.

Core Conceptualizations	Main Categories/Indicators
B1 Multiple uses of technologies are popular	A1 Application of multiple digital technologies
B2 Technologies reduces the labor amount
B3 Accessibility using digital platforms	A2 Accessibility
B4 Social media push	A3 Digital integration
B5 Digital integration
B6 Interactivity of digital technologies	A4 Interactivity
B7 Digital technologies provide immersive experiences	A5 Immersive experiences
B9 Innovative nature of digital technology	A6 Innovative nature
B10 Updating of digital technologies saves costs for ICH dissemination	A7 Cost saving
B12 Vividness of digital technologies	A8 Vividness
B8 Fast speed	A9 Speed and reach
B11 Wide reach
B13 Limitless nature of digital technology
B14 Stability of digital extraction	A10 Stability of digital extraction and storage
B15 Safe storage
B16 Preserve and display the authentic characteristics	A11 Authenticity
B22 Understanding the nature of cultural content
B17 Protect traditional technique features of ICH
B19 More attention and cooperation	A12 Degree of social concern
B20 Public understanding
B21 Promote cultural diversity	A13 Cultural diversity
B23 Digital dissemination for sustainable cultural development	A14 Cultural sustainability
B24 Digital dissemination is in line with the development trend of society	A15 Cultural and social significance
B25 Cultural and social significance by calling for public attention to and protection of ICH
B26 Smooth uploading/downloading channels for ICH information communication are important in the digital dissemination of ICH	A16 Smooth channels for ICH information communication
B18 Targeted publicity department to disseminate ICH	A17 Publicity department
B27 Clear and fast communication between the various stakeholders	A18 Stakeholder communication efficiency
B28 A new space for dissemination that combines stakeholders and digitalization	A19 Combination of stakeholders and digitalization
B29 Continued use and increased user stickiness can save time in the dissemination of ICH	A20 Continued use and increased user stickiness
B30 Complete expression of the processes of techniques and crafts of demonstration of inheritors
B35 Efficient and transparent transmission	A21 Complete and transparent transmission
B31 Limitless teaching and inheritance of brocade weaving techniques	A22 Limitless inheritance
B32 Reduce the impact of the disappearance of inheritors on the transmission of ICH skills and culture	A23 Independence of inheritance
B33 Involvement of inheritors	A24 Inheritor involvement
B34 Inheritor satisfaction	A25 Inheritor satisfaction
B37 Retaining the valuable experience in the process of ICH inheritance	A26 Inheritor experience and emotional embodiment
B38 Emotional embodiment of inheritors
B39 Relevant policies B40 Related laws	A27 Government policies and laws
B41 The government enacts related regulations
B42 Financial support	A28 Financial and item support
B43 Local government encourages relevant projects
B44 Promoting the digital dissemination of ICH culture	A29 Propaganda
B45 Propaganda
B46 Provides platforms and guarantees services	A30 Guarantee services

.

3.3. Selective Coding

In this research, based on the 30 indicators, five dimensions were identified as influencing the construction of the evaluation indicators for Shu brocade weaving techniques. These dimensions included technology, culture, communication, transmission, and policy. The core conceptualizations are denoted by “S+” preceding each dimension, as shown in

Table 7. Selective coding process.

CoreCategories/Dimensions	MainCategories/Indicators
S1 Technology (application of various technologies and digital tools used in the process of digital dissemination)	A1 Application of multiple digital technologies
	A2 Accessibility
	A3 Digital integration
	A4 Interactivity
	A5 Immersive experiences
	A6 Innovative nature
	A7 Cost saving
	A8 Vividness
	A9 Speed and reach
	A10 Stability of digital extraction and storage
S2 Cultural dimension (authentic cultural content and sustainable cultural atmosphere)	A11 Authenticity A12 Degree of social concern A13 Cultural diversity A14 Cultural sustainability A15 Cultural and social significance
S3 Communication dimension (effective interaction and participation of stakeholders, addressing hierarchical barriers, and overcoming information blockages)	A16 Smooth channels for ICH information communication A17 Publicity department
	A18 Stakeholder communication efficiency
	A19 Combination of stakeholders and digitalization
	A20 Continued use and increased user stickiness
S4 Transmission dimension (complete and limitless transmission of inheritors’ skills, experience, and emotions)	A21 Complete and transparent transmission
	A22 Limitless inheritance
	A23 Independence of inheritance
	A24 Inheritor involvement
	A25 Inheritor satisfaction
	A26 Inheritor experience and emotional embodiment
S5 Policy dimension (government policy, funding, and project support)	A27 Government policies and laws
	A28 Financial and item support
	A29 Propaganda
	A30 Guarantee services

.

4. Discussion

Based on the collected semi-structured interview data and the analysis of NVivo software, 30 indicators were explored, referred to as the “main categories” summarized in the previous section, affecting the effectiveness of the digital dissemination of traditional techniques of ICH. Indicators were categorized into five dimensions: technology, culture, communication, transmission, and policy. Together, these indicators contribute to the sustainable development of the traditional techniques of ICH.

4.1. Technology vs. Cultural Connotation

The digital dissemination of traditional techniques of ICH, which is an important asset of human civilization, has become a relatively emerging multidisciplinary research area [32]. Currently, most of the relevant studies focus on the updating, application, and promotion of digital technology [33]. Admittedly, digital technology does promote the enhancement of cultural heritage protection and dissemination capacity, providing a strong guarantee for the cultural diversity of mankind. However, more effort needs to be made to ensure the authenticity and integrity of the heritage are not infringed upon in dissemination and to promote the sustainable development of cultural heritage.

Out of 101 initial labels in this study, 33 belonged to the technology dimension, 22 to the communication dimension, 20 to the cultural dimension, 14 to the policy dimension, and 12 to the transmission dimension. The result shows the great importance of cultural connotation in the digital dissemination process of traditional techniques of ICH, which includes cultural, communication, and transmission dimensions, as shown in Figure 3.

Firstly, the technology dimension provides technical guarantees for effective and accurate digital dissemination of information. Institutions fully utilize the power of their cultural resources through digital technologies. The accessibility, vividness, and affordability of digital technologies and platforms ensure that the dissemination of traditional techniques of ICH is carried out by the updating of technology and digital platforms.

Secondly, communication and cultural dimensions are direct factors affecting the effectiveness of digital dissemination of traditional techniques of ICH. Management, research institutions, and practitioners contribute to multi-party synergistic cooperation and play their respective irreplaceable roles. It is not only vital to guarantee the efficient participation of stakeholders but also to guarantee that all dissemination processes can be executed to ensure that digital dissemination can be carried out. It is necessary to allow the authenticity of ICH culture and the embedded scientific, technological, artistic, historical, and humanistic values to be completely recorded and disseminated.

Furthermore, the policy dimension plays a role in the overall situation. The formulation of forms of digital dissemination of ICH, the implementation of decision-making, feedback on the effectiveness of dissemination,; the formulation of the entire dissemination norms, the work responsibilities of various departments (which require the government to issue relevant regulations and policies and other official documents), and financial and technological support are vital to ensure that the digital dissemination of traditional techniques is carried out in a legitimate and standardized manner.

Lastly, the transmission dimension is another key dimension affecting the digital dissemination of traditional techniques of ICH. In the pre-digital dissemination of Shu brocade weaving techniques, the proper collection, recording, and archiving of the complete process, including traditional techniques demonstrated by the inheritor and their experiences and emotions, ensure authenticity and integrity in the subsequent digital display and dissemination. This approach promotes the continuation and inheritance of traditional techniques of ICH.

4.2. Differences Between the Perceptions of Each Stakeholder Type

In this research, the interviewed stakeholders were categorized into three types: managers, researchers, and practitioners. Different types of respondents had different perceptions on the indicators affecting the effectiveness of digital dissemination of traditional techniques, as shown in Figure 4. Managers (the government) gave the most attention to the technology dimension while neglecting the role of communication. This is due to the highly centralized government that is closely related to the national policy and social trend of building a strong science and technology country and responding to the development of the Internet in China [34].

The significant difference was that researchers paid more attention to the culture and communication dimensions. The authenticity and integrity of cultural connotations, the sustainable transmission of cultural heritage, and the high level of stakeholder involvement in the digital dissemination process are important for the promotion of the digital dissemination of traditional techniques of ICH. This demonstrates the importance of communication and sharing of work between museums, universities, and craft institutes, as well as participation in craft communities [35,36], to disseminate skills and ICH content to younger generations [37].

Similarly, for practitioners, the most important concern was the communication dimension, followed by the technology dimension. This result shows that inheritors and craft practitioners who carry the historical memory and unique skills of ICH not only realize the importance of communication among various dissemination subjects but have also started facing up to the value of digital dissemination. This shift enhances the initiative of cultural communication and is a strong guarantee for the smooth dissemination of traditional techniques of ICH in the future [32].

5. Conclusions

Due to various reasons, ranging from climate disasters to multiple emergencies, the on-site preservation and offline dissemination of local traditional techniques of intangible cultural heritage (ICH) have been significantly hindered, leaving emerging cultural needs unmet. Against this backdrop, this study captured the perspectives of stakeholders and used them as a foundation to identify key indicators influencing the effectiveness of digital dissemination of traditional ICH techniques. The goal is to promote scientific dissemination and achieve digital sustainability. This research is timely and practically significant, as it emphasizes raising awareness of cultural diversity and encouraging community participation in the digital preservation and sustainable development of cultural heritage in the context of digitization.

ICH represents a wealth of knowledge and skills passed down through generations, relying heavily on community involvement [2]. Through semi-structured interviews with local communities and analysis using NVivo software, this study identified 30 indicators grouped under five dimensions that influence the effectiveness of digital dissemination of traditional ICH techniques. These dimensions also revealed the varied concerns and priorities of different stakeholders. While government managers focused on the application and regeneration of technologies from a macro perspective, researchers prioritized heritage authenticity and community communication, and practitioners emphasized skill inheritance and practical policies. Community experiences, emotions, and memories are pivotal in studying heritage [6].

The case study of Shu brocade weaving techniques highlights that, beyond digital technology, policy, and skill inheritance, the cultural connotations of ICH and transparent communication between stakeholders—where engagement is free, autonomous, and equitable—must be considered as critical indicators of effective ICH dissemination. Identifying these indicators has profound implications for enhancing the digital dissemination of ICH, fostering community participation in its preservation, and ensuring its sustainable development and intergenerational transmission.

However, this study did not test or confirm the relationships between the identified indicators. Moreover, the sample selection focused solely on the dissemination subjects and content of Shu brocade weaving techniques, lacking a comprehensive analysis and comparison of audiences and consumers. Future research should aim to test these relationships and validate the identified indicators. Additionally, subsequent studies could analyze social media trends to better assess how digital dissemination fosters public interest in cultural heritage and promotes the digital preservation and sustainable development of various types of ICH.