Research On The Influence Of Participation In The Customization Of Cultural And Creative Souvenirs On Customers’ Purchase Intention And Cultural Protection Intention

In recent years,the integration of culture and tourism makes the rapid development of cultural tourism,and the tourists’ concept of tourism consumption is constantly upgraded.With destination tourist souvenirs choice is no longer just the simple name or logo of the fan,key chain,etc.,but the more important souvenir itself the cultural connotation,creative and unique.In addition,with the development of science and technology,some destinations and tourism enterprises begin to use the Internet,artificial intelligence,3D printing and other technologies,so that customers can gradually develop from passive consumption of souvenirs designed by merchants to active participation in the design and customization process of souvenirs,realizing a new consumption model of value co-creation between customers and enterprises.This new consumption model provides an effective way for tourism destinations to fully realize the commercial value and symbolic value of cultural and creative souvenirs co-created with customers.Previous studies on the customization of cultural and creative souvenirs mostly focused on the creation and realization of the commercial value of souvenirs,that is,focusing on the impact of customers’ participation in customization on their purchase intention.Scholars often ignore the deeper level of the creation and realization of the symbolic value of souvenirs,that is,they do not consider the impact of customers’ participation in customization on the willingness of cultural protection.From the two perspectives of commercial value and symbolic value brought by customers’ participation in the customization of cultural and creative souvenirs,this paper intends to explore its impact on purchase intention and cultural protection intention,and analyze its internal mechanism.Through three scenario experiments,this paper takes Dunhuang Poetry Scarf mini program jointly created by Dunhuang Academy and Tencent as the experimental background and material,aiming to detect customers’ participation in cultural and creative product customization the impact on customers’ purchase intention and destination culture protection intention.The experimental results show that compared with directly choosing the silk scarf designed by the government on the small program,those subjects who can independently choose the background color of the silk scarf and match the unique cultural elements of Dunhuang caves,so as to customize their own unique and unique Dunhuang cultural creation silk scarf have higher willingness to purchase products and protect the destination culture.Among them,psychological ownership of products and perceived cultural intimacy play a dual mediating role in the impact of customers’ participation in cultural and creative product customization on purchase intention and destination cultural protection intention.In Experiment 3,the study found that compared with the customization of cultural and creative T-shirts,when the subjects participated in the customization of cultural and creative silk scarves,customers perceived that the silk scarves had a higher degree of fit with the Dunhuang Ancient Silk Road culture and history,and generated a higher willingness to purchase products and cultural protection,and the mediating effect of psychological ownership of products and perceived cultural intimacy was also stronger.The significance of this paper is that the purchase intention and the cultural protection intention are incorporated into the model,which respectively correspond to the commercial value and symbolic value of tourist souvenirs,breaking the limitation of previous research focusing on commercial value,and enriching and expanding the research on tourist souvenirs.Based on the dual perspectives of objects(souvenirs)and culture(the destination culture contained in souvenirs),this paper introduces the two intermediaries of psychological ownership of products and perceived cultural intimacy,and analyzes the unique psychological mechanism of customers’ participation in tourism cultural and creative products affecting their behavioral intention.Finally,this paper also verifies the moderating effect of perceived product and cultural fit,and expands the research on perceived fit in the field of tourist souvenirs.The study of this paper will provide thinking for tourist destinations and related enterprises to better realize the value co-creation with tourists under the new form of tourism souvenir consumption.