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

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.