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Intangible cultural heritage would be the life memory passed down from generation to generation and an important carrier of human social civilization. As a living artistic gene, it condensed the creativity of various national societies. It showed the vitality of different national civilizations, inheriting a country's values in history, culture, folk customs, and cultural aesthetics. Culture might protect and inherit intangible cultural heritage in economic and social development. It should also promote the development of cultural industries to meet the spiritual needs of the people. The purpose of this study was to explore the demographic factors of the purchase intention of heritage products based on gender, age, and income groups in Guizhou; to analyze the influencing factors of the marketing strategy of heritage products on the purchase intention of Guizhou consumers, and; to put forward relevant suggestions for improving the marketing strategy on intangible cultural heritage product sales in Guizhou. Four hundred one completed questionnaires of Sichuan sports fans were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors of hedonic value, practical value, sales behavior, consumer satisfaction, consumer knowledge, cultural identity, and perceived scarcity impacted consumer purchase intention through intangible cultural heritage product marketing strategy. Further suggestions were made to enhance the promotion strategy on intangible cultural heritage awareness for sustainable development.