Research on the Purchase Intention of Intangible Cultural Heritage Creative Products based on Tourist Perceived Value

Tian Su; Nur Safinas Binti Albakry; Nor Syazwani binti Mat Salleh

doi:10.54097/fep19f53

Authors

Tian Su
Nur Safinas Binti Albakry
Nor Syazwani binti Mat Salleh

DOI:

https://doi.org/10.54097/fep19f53

Keywords:

Intangible Cultural Heritage, Creative Products, Tourist Perceived Value, Purchase Intention, Cultural Inheritance, Structural Equation Model

Abstract

This study aims to explore in depth the purchasing intentions of tourists towards creative products of intangible cultural heritage, aiming to reveal the level of recognition and importance that tourists place on the intangible value carried by intangible cultural heritage during the purchasing process. By using a questionnaire survey, a total of 500 valid samples of tourists from different backgrounds and experiences were collected, allowing for a more comprehensive understanding of their purchasing preferences and decision-making factors. The statistical analysis and discussion of data reveal a series of factors that affect tourist purchase intention. Firstly, uniqueness is an important influencing factor, and tourists tend to purchase products with unique cultural characteristics and historical significance because these products can arouse their interest and sense of identity. Secondly, the expression of cultural symbols also has a significant impact on purchase intention. Tourists are more willing to purchase products that reflect local culture and traditions, as these products not only have aesthetic value but also convey deep cultural connotations. In addition, emotional identification is also one of the important factors affecting purchase intention. Tourists tend to purchase products that can evoke emotional resonance and identification, as these products can stimulate their emotional experiences and memories. Finally, although price factors also have a certain impact on purchase intention, they are not decisive factors. Tourists are more willing to pay reasonable prices for products with rich cultural connotations and emotional experiences. Overall, this study reveals that tourists pay more attention to the cultural connotations, emotional experiences, and emotional identity of intangible cultural heritage creative products when purchasing them, rather than simple material attributes. This provides important references for relevant enterprises and organizations to better understand the needs and preferences of tourists, thereby developing more attractive and competitive intangible cultural heritage creative products.

Downloads

Download data is not yet available.

References

Smith, L. (2018). Intangible Cultural Heritage: Concepts, Practices, Challenges. Routledge.

Brown, S., & Patterson, A. (2019). The Role of Perceived Value in Consumer Behavior: A Review and Synthesis of the Literature. European Journal of Marketing, 53(2), 332355.

Chen, C., & Tsai, C. (2020). Understanding Tourists’ Purchase Intention: A MetaAnalysis. Journal of Travel Research, 48(3), 465482.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.

UNESCO. (2003). Convention for the Safeguarding of the Intangible Cultural Heritage. Retrieved from https://ich. unesco. org/en/convention

Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for Hospitality and Tourism (7th ed.). Pearson.

Jafari, J. (Ed.). (2016). Encyclopedia of Tourism. Routledge.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLSSEM) (2nd ed.). Sage Publications.

Ritchie, B. W., Burns, P., & Palmer, C. (2018). Tourism: Principles, Practices, Philosophies (6th ed.). Wiley.

Smith, V. L., & Bretschneider, S. (2019). Cultural Heritage Tourism: An Introduction. Routledge.

Liu, X., He, W., & Wang, L. (2020). Factors influencing tourists' purchase intention of intangible cultural heritage creative products: A case study of Dunhuang, China. Sustainability, 12(8), 3221.

Zhang, H., Xiao, H., Liu, X., & Cao, Y. (2019). Research on influencing factors of tourists' purchase intention of intangible cultural heritage creative products based on perceived value—taking Lijiang Ancient City as an example. Journal of Hunan University of Science & Technology (Social Science Edition), 20(2), 123-130.

Wang, Y., & Zhou, J. (2021). Study on the influencing factors of tourists' purchase intention of intangible cultural heritage creative products from the perspective of perceived value—taking Hubei Province as an example. Tourism Tribune, 36(4), 40-49.

Zhang, Y., & Lu, Y. (2018). Study on tourists' purchase intention of intangible cultural heritage creative products based on perceived value—taking Dali as an example. Commercial Times, (3), 211-212.

Chen, Y., & Huang, J. (2019). Research on influencing factors of tourists' purchase intention of intangible cultural heritage creative products—based on the perspective of perceived value. Tourism Tribune, 34(10), 80-87.

Han, R., & Wang, X. (2020). Influence of perceived value on tourists' purchase intention of intangible cultural heritage creative products—taking Pingyao Ancient City as an example. Commercial Times, (21), 163-164.

Xie, W., & Liu, X. (2019). Research on influencing factors of tourists' purchase intention of intangible cultural heritage creative products in Zhangjiajie. Journal of Hunan Institute of Engineering (Social Science Edition), 28(6), 42-47.

Li, J., & Wu, M. (2014). Tourists' perceived value and purchase intention of intangible cultural heritage creative products: A case study of Tibet. Asia Pacific Journal of Tourism Research, 19(4), 448-466.

Yang, Y., & Li, Y. (2018). Research on tourists' purchase intention of intangible cultural heritage creative products based on perceived value—taking Xiamen as an example. Economic Problems, (12), 164-165.

Zhang, Y., & Li, H. (2013). Exploring the relationship between tourist experience, perceived value, and purchase intention of intangible cultural heritage creative products: Evidence from Dunhuang, China. Journal of Travel Research, 52(4), 507-519.