How traditional cultural load affects tourists' purchasing intention of tourist souvenirs.
Based on the previous studies on the impact of traditional culture on tourists' purchasing intentions, this study aims to further explore the mechanism and boundary conditions regarding the traditional cultural load in tourist souvenir packaging. Through seven simulated experiments (N = 3203),...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0313905 |
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| _version_ | 1841533185413873664 |
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| author | Qingxi Huang Dajun Yang Yixin Xie Fuqiang Tan Tingyue Kuang |
| author_facet | Qingxi Huang Dajun Yang Yixin Xie Fuqiang Tan Tingyue Kuang |
| author_sort | Qingxi Huang |
| collection | DOAJ |
| description | Based on the previous studies on the impact of traditional culture on tourists' purchasing intentions, this study aims to further explore the mechanism and boundary conditions regarding the traditional cultural load in tourist souvenir packaging. Through seven simulated experiments (N = 3203), the impact of different degrees of traditional cultural load on tourists' purchasing intentions has been examined, with value perception, cultural identity, and purchase purpose, advancing the research in the field of traditional culture and tourism marketing. The findings provide insights for managers in the industry of tourism and souvenir marketing for their package design. |
| format | Article |
| id | doaj-art-a926db7a3ef14a2a80b31be7b3ada265 |
| institution | Kabale University |
| issn | 1932-6203 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj-art-a926db7a3ef14a2a80b31be7b3ada2652025-01-17T05:31:26ZengPublic Library of Science (PLoS)PLoS ONE1932-62032025-01-01201e031390510.1371/journal.pone.0313905How traditional cultural load affects tourists' purchasing intention of tourist souvenirs.Qingxi HuangDajun YangYixin XieFuqiang TanTingyue KuangBased on the previous studies on the impact of traditional culture on tourists' purchasing intentions, this study aims to further explore the mechanism and boundary conditions regarding the traditional cultural load in tourist souvenir packaging. Through seven simulated experiments (N = 3203), the impact of different degrees of traditional cultural load on tourists' purchasing intentions has been examined, with value perception, cultural identity, and purchase purpose, advancing the research in the field of traditional culture and tourism marketing. The findings provide insights for managers in the industry of tourism and souvenir marketing for their package design.https://doi.org/10.1371/journal.pone.0313905 |
| spellingShingle | Qingxi Huang Dajun Yang Yixin Xie Fuqiang Tan Tingyue Kuang How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. PLoS ONE |
| title | How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. |
| title_full | How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. |
| title_fullStr | How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. |
| title_full_unstemmed | How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. |
| title_short | How traditional cultural load affects tourists' purchasing intention of tourist souvenirs. |
| title_sort | how traditional cultural load affects tourists purchasing intention of tourist souvenirs |
| url | https://doi.org/10.1371/journal.pone.0313905 |
| work_keys_str_mv | AT qingxihuang howtraditionalculturalloadaffectstouristspurchasingintentionoftouristsouvenirs AT dajunyang howtraditionalculturalloadaffectstouristspurchasingintentionoftouristsouvenirs AT yixinxie howtraditionalculturalloadaffectstouristspurchasingintentionoftouristsouvenirs AT fuqiangtan howtraditionalculturalloadaffectstouristspurchasingintentionoftouristsouvenirs AT tingyuekuang howtraditionalculturalloadaffectstouristspurchasingintentionoftouristsouvenirs |