Brand value is regarded as an important support for the sustainable development of intangible cultural heritage tourism. Clarifying the enabling attributes of intangible cultural heritage tourism brands and identifying their intrinsic relationship with the behavioral intentions of intangible cultural heritage tourists are of great significance to promoting the protection and inheritance of intangible cultural heritage. This paper selects the Grand Canal in Anhui， a representative area of intangible cultural heritage tourism， as a case study. By constructing a moderated mediation theory model， this paper empirically tests the mechanism of the influence of brand experience on the behavioral intention of intangible cultural heritage tourists. The results show that： （1） brand experience has a positive impact on tourists’ revisit intention and recommendation intention； （2） perceived value plays a mediating role in the relationship between brand experience and tourists'' behavioral intention； （3） perceived authenticity moderates the relationship between brand experience and tourists'' perceived value， and further moderates the mediating effect of brand perceived value. The research results provide a new perspective for explaining the behavioral decision-making process of intangible cultural heritage tourists， and also provide practical inspiration for the sustainable development and precision marketing of intangible cultural heritage tourism destinations.