Research On Tourist Purchase Intention Of Cultural And Creative Products In Zhengding From The Perspective Of Cultural Values

Zhengding is a historical and cultural town with a history of thousands of years.It is a Buddhist holy city with a history of thousands of years.It has profound cultural research value and tourism value.Although Zhengding ’s tourism industry started earlier than the surrounding areas,the development of the tourism industry chain is not perfect.In particular,there are many problems in the development of tourism cultural and creative industries.Since the opening of the first Shijiazhuang Tourism Industry Development Conference in Zhengding County on September 2,2017,cultural consumption has increasingly developed into an important area of local tourism consumption.With the introduction of policy documents such as the 《 Key Work Plan for the Development of Cultural and Creative Industries in the Province in 2020 》 and 《 Implementation Opinions on Promoting the Development of Cultural and Creative and Tourism Commodities and Tourism Equipment Manufacturing Industry in the Province》 by the Cultural and Tourism Department of Hebei Province and other departments,the consumption promotion project of cultural and creative products and the consumption benefit project of cultural and creative products are actively implemented,the sales system is built and improved,and the research and development of cultural and creative and tourism commodities is continuously promoted.The favorable policies have brought unprecedented development opportunities to the positive cultural and creative industries.If you want to grasp the opportunity,understanding the purchase intention of tourists is a key issue that Zhengding ’s cultural and creative industry needs to consider.How to meet the psychological needs of consumers through emotional operation to be recognized and trusted,and to realize the positive cycle of cultural and creative products market conversion is very important.Based on literature research and field investigation,the author starts from the five levels of consumers ’ cultural values,based on attitude theory and planned behavior theory,and explores the influence of cultural values on consumers ’ willingness to purchase cultural and creative products in the tourism market from the perspective of product types.It provides a new perspective for the study of regional cultural and creative products,and further provides a new response to the problems of fierce homogenization competition and unbalanced market development faced by the regional cultural and creative product market.At the same time,based on the special thematic cultural attributes of Zhengding cultural and creative products,this paper establishes a theoretical model with the influence of cultural values on the purchase intention of cultural and creative products as the main effect,product type as the adjustment variable,and consumption trust as the intermediary variable.Based on the questionnaire survey data of tourists in Zhengding area,combined with professional data software,this paper analyzes,verifies and draws conclusions.The conclusions are as follows :1.For different individuals,their consumption behavior,consumption attitude and final purchase decision will be greatly influenced by cultural values.The cultural values of practical rationality,fashion trend,authoritative conformity,independence and nostalgia have a significant impact on the purchase intention of Zhengding cultural and creative products.2.Consumer trust plays an intermediary role between cultural values and positive purchase intention of cultural and creative products.3.Product type has a moderating effect on the influence of cultural values on purchase intention.Finally,starting from the conclusion,combined with the market situation of Zhengding cultural and creative products,this paper puts forward suggestions from the aspects of product research and development,sales and promotion.