How traditional cultural load affects tourists' purchasing intention of tourist souvenirs.

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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Bibliographic Details
Main Authors: Qingxi Huang, Dajun Yang, Yixin Xie, Fuqiang Tan, Tingyue Kuang
Format: Article
Language:English
Published: Public Library of Science (PLoS) 2025-01-01
Series:PLoS ONE
Online Access:https://doi.org/10.1371/journal.pone.0313905
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