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传统文化负载如何影响游客对旅游纪念品的购买意愿。

How traditional cultural load affects tourists' purchasing intention of tourist souvenirs.

作者信息

Huang Qingxi, Yang Dajun, Xie Yixin, Tan Fuqiang, Kuang Tingyue

机构信息

College of History, Culture and Tourism, Gannan Normal University, Ganzhou City, Jiangxi Province, China.

School of Administration, North Sichuan Medical College, NanChong City, SiChuan Province, P.R. China.

出版信息

PLoS One. 2025 Jan 9;20(1):e0313905. doi: 10.1371/journal.pone.0313905. eCollection 2025.

DOI:10.1371/journal.pone.0313905
PMID:39787182
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC11717242/
Abstract

Based on the previous studies on the impact of traditional culture on tourists' purchasing intentions, this study aims to further explore the mechanism and boundary conditions regarding the traditional cultural load in tourist souvenir packaging. Through seven simulated experiments (N = 3203), the impact of different degrees of traditional cultural load on tourists' purchasing intentions has been examined, with value perception, cultural identity, and purchase purpose, advancing the research in the field of traditional culture and tourism marketing. The findings provide insights for managers in the industry of tourism and souvenir marketing for their package design.

摘要

基于以往关于传统文化对游客购买意愿影响的研究，本研究旨在进一步探讨旅游纪念品包装中传统文化负载的作用机制和边界条件。通过七项模拟实验（N = 3203），考察了不同程度的传统文化负载对游客购买意愿的影响，并分析了价值感知、文化认同和购买目的，推进了传统文化与旅游营销领域的研究。研究结果为旅游和纪念品营销行业的管理者进行包装设计提供了参考。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/d4ada676fe30/pone.0313905.g014.jpg
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https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/2f2bdeb8c126/pone.0313905.g013.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/d4ada676fe30/pone.0313905.g014.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/7ab9768b1855/pone.0313905.g001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/c2739118d375/pone.0313905.g002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/d8a782435677/pone.0313905.g003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/34654df5ef83/pone.0313905.g004.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/f17caa87a19d/pone.0313905.g005.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/d0fb6f99b812/pone.0313905.g006.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/0d4a6d3caa08/pone.0313905.g007.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/0d196b6d8b21/pone.0313905.g008.jpg
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https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/4df6d03d60a4/pone.0313905.g010.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/053326f50227/pone.0313905.g011.jpg
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https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/2f2bdeb8c126/pone.0313905.g013.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a66/11717242/d4ada676fe30/pone.0313905.g014.jpg

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