A Study On Impact Of Cultural And Creative Commodity Attributes And Museum Tourism Intention

With the continuous development of national economy in our country,people’s demand for cultural consumption rise gradually.At the same time cultural creative industry depens on its value chain with creative derivatives and value enhancement pattern develops rapidly,accelerating the transformation of the consumption structure,also gradually become the pillar industry of national economy,which is the supportive forces of economic development in China.In order to promote the coordinated development of culture and tourism,the state has introduced a number of policies to support the integration and progress of cultural industry and tourism industry.The 13th five-year tourism development plan also mentions supporting the integration of tourism with cultural and creative product development and digital cultural industry.From 2013,when the “national” Palace Museum in Taipei launched the "I know" paper tape,which quickly became popular,to the subsequent launch of a series of cute palace dolls by the Palace Museum,cultural and creative products gradually came into the public eye,through which the museum gained considerable profits and also spread traditional culture.However,it is worth exploring whether cultural and creative products can attract consumers to museums,promote the development of tourism and truly realize the integration of culture and tourism.Based on the theory of SOR,cultural and creative products attribute as a stimulus variable,curious reaction as an intermediate variable,willingness to travel as the final response,combined with message framing,to study the relationship between cultural and creative products with tourism,trying to explain the cultural information in the article and the goods to stimulate and influence mechanism between consumer museum tourism intention produce.In order to solve this problem,this article use the way of experiment method and questionnaire method,use 2*2 double factorial experiment design,completed the present degrees in different information（complete or partial rendering）and different ways of information presentation（dynamic rendering or static rendering）below the commodity attribute for the reaction of consumers are curious,and curiosity of tourism will impact study.The experimental data show that:first,the different attributes of cultural and creative products have different effects on the curiosity reaction of consumers;The forms,patterns,symbolic meanings and associative properties of cultural and creative products can arouse consumers’curiosity about the products and the original culture.Secondly,consumers’ curiosity is positively correlated with their tourism intention.The stronger the curiosity response is,the more curious consumers are about the original cultural information,which will promote consumers’ stronger tourism intention.From the perspective of cultural and tourism integration,this study studies the marketing value of cultural and creative commodities,extends cultural communication to attract consumers to travel destinations,and explores the influence mechanism between cultural and cultural symbols of cultural and creative commodities and tourism intention.This paper provides a new way of thinking for the design of cultural and creative commodities,and deeply studies the mechanism of its influence on consumers’ travel intention,which is helpful for culture to nurture tourism.This is the main innovation of this study,which fills the gap of related research and also puts forward some practical suggestions for destination marketing.