Study On The Influence Of Tourism Consumer Involvement On The Purchase Intention Of Cultural And Creative Products

Supported by national policy guidance,cultural confidence,consumption upgrading and self-transformation of museums,the market for cultural and creative products in China is booming,and the overall development of cultural and creative industries is in good shape.Tourism cultural and creative products play a very important role in tourism culture,and their income is an important part of tourism income.Tour in fusion development under the background of culture and tourism scenic spot did very good,but in the tourism industry chain tourism cultural products is the important link neglected,so for tourist destination,museums and other companies,facing the huge potential market,improve the tourism consumers purchase intention of wen gen products is management problem that nots allow to ignore.This paper considers how to improve tourists’ willingness to buy cultural and creative products from the perspective of tourism consumers’ involvement.Based on the involvement theory and perceived value theory,through the integration of relevant variables in the field of marketing and tourism,a research model was built from the perspectives of tourism involvement degree and product involvement degree,in which perceived value was the intermediary variable.In the research design,this paper refers to the domestic and foreign mature scales,takes the tourist consumers who have been to Beijing for nearly three months as the research objects,and finally obtains 547 valid sample data,and USES the structural equation model method to verify the construction of the research model.In data analysis,SPSS24.0 software and AMOS21.0 software were used in this paper for reliability and validity analysis,correlation analysis,mediation test and structural equation analysis of sample data.The empirical results show that tourism involvement degree and product involvement degree are important predictors of tourism consumers’ purchase intention for cultural and creative products,among which perceived value is an important intermediary variable.The research model in this paper is verified.Tourism involvement has a greater effect on the affective value dimension of perceived value,and product involvement has a greater effect on the functional value dimension of perceived value.For the purchase intention of tourism consumers,the influence effect of product involvement degree is greater than that of tourism involvement degree,and the influence effect of functional value in perceived value is the largest.Meanwhile,the partial intermediary effect of perceived value is greater than the direct effect of involvement degree on purchase intention of tourism cultural and creative products.According to the research conclusion of this paper,the management enlightenment for tourism destinations is to focus on the different types of involvement of tourism consumers,and to display the value of cultural and creative products.For the museum,it is necessary to improve the involvement degree of tourism consumers and thus enhance their purchase intention.For other tourism cultural and creative enterprises,when designing and selling cultural and creative products,the functional value of cultural and creative products can be improved to improve the purchase intention of tourism consumers.