Intangible cultural heritage is the cultural memory of a country and a nation, which is similar to the "gene" of biology, so that the country and the nation present a unique temperament that is different from other countries and nations. The protection of intangible cultural heritage, as a great cultural project of our country in the 21st century, has been elevated to the height of a national policy to be implemented. In the context of intangible cultural heritage protection, domestic scholars have conducted extensive research on this and achieved some results in management mechanisms, development strategies, communication strategies, and promoting people's physical and mental health. Taking tourists of the Intangible Cultural Heritage of the Central Plains as the research object, 500 questionnaires on tourists' motivations for tourism were distributed at the intangible cultural heritage sites of the Central Plains. Exploring the motivation of intangible cultural heritage tourism and the psychological and behavioral characteristics of its consumers (mainly women as an audience group), it is found that the main groups of intangible cultural heritage tourism have higher education level, relatively stable income, mainly have relevant interests and hobbies, and are mainly middle-aged and young people; Through word-of-mouth and television media is the main way of dissemination; Add the tourism, leisure and psychological value of the intangible cultural heritage of the Central Plains, and strengthen the in-depth design of the intangible cultural heritage products of the Central Plains. Understanding the psychological motivation and behavior characteristics of intangible cultural heritage tourism has a strong reference value for tourism development and marketing.