Research On College Students’ Consumption Intention And Influencing Factors Of Cultural Heritage Tourism Products

Along with fast development of our country economy,while pursuing material civilization,the people are also pursuing spiritual satisfaction.With the increase of this demand,tourism is also go from strength to strength.Scanning widely in today’s tourism in China,people are in travel or able to travel no matter the youth or the old.We have already entered the era of “National tourism”.To be honest,the status of cultural heritage tourism are very important,it contains both cultural heritage intangible cultural heritage.Against this background,the products and derivatives of cultural heritage are emerging in endlessly.At the same time,college students is a very special group in our community.They are large in number and have special spending habits.College students have always been a group that tourism enterprises competing to develop.We focus on college student,mean to do a study of their consumption intention of cultural heritage tourism products.Also,we will give some advice to the tourism enterprises.This paper takes the cultural heritage’s consumption intention of college student as the research object,though combing and sorting out the literature,via SPSS,we construct the consumption intention model of cultural heritage tourism products.This model contains three variables,they are stimulation factors,intrinsic factors and consumer reaction factor.This three factors contain six veidoos,they are social stimulation,product symbol stimulus and product substantial stimulus of stimulation factor,cognitive structure and study structure of intrinsic factor,consumption intention of cultural heritage.We tested each hypothesis with SPSS,hope to further relevant studies.To sum up,several conclusions are achieved:(1)The willingness of cultural heritage tourism is directly affected by stimulation factors and intrinsic factors.(2)Intrinsic factors are affected by stimulation factors.(3)Intrinsic factors have some mediating effects between the stimulation factors and consumer reaction factors.cognitive structure only acts on the impact of product symbol stimulus and product substantial stimulus,study structure only acts on the impact ofproduct substantial stimulus.(4)Among the control variables of gender,learning phase,major,monthly discretionary income,they all have significant effect on the consumption intention of cultural heritage products except learning phase.