A Study on Consumers' Willingness to Pay a Premium for Cultural Travel Photography in Yunnan, Guizhou, and Sichuan
An Empirical Analysis Based on Perceived Value, Risk Perception, and the Theory of Planned Behavior
DOI:
https://doi.org/10.54097/xgjvw490Keywords:
Yunnan-Guizhou-Sichuan, cultural travel photography, willingness to pay a premium, perceived value, risk perception, Theory of Planned BehaviorAbstract
This paper focuses on consumers' willingness to pay a premium for cultural travel photography in Yunnan, Guizhou, and Sichuan. Based on perceived value, risk perception, and the Theory of Planned Behavior, the study uses 540 questionnaires and conducts structural equation modeling, multi-group analysis, and cluster analysis on 501 valid samples. The results show that emotional value and unique experiential value are the main sources of premium formation. Perceived value positively influences willingness to pay through attitude, subjective norm, and perceived behavioral control, while risk perception significantly weakens the transformation from value recognition to payment intention. The findings provide support for product design, trust building, and segmented marketing in the cultural travel photography market.
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