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

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

Qingxi Huang  1 , Dajun Yang  2 , Yixin Xie  1 , Fuqiang Tan  3 , Tingyue Kuang  4
Affiliations

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

Qingxi Huang et al. PLoS One. .

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.

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Conflict of interest statement

The authors have declared that no competing interests exist.

Figures

Fig 1
Fig 1. Conceptual model diagram.
Fig 2
Fig 2
a. High traditional culture loading group stimulus material in experiment 1. b. Low traditional culture loading group stimulus material in experiment 1.
Fig 3
Fig 3
a. High traditional culture loading group stimulus material in experiment 2. b. High traditional culture loading group stimulus material in experiment 2.
Fig 4
Fig 4. Interaction between utilitarian product type and traditional cultural load.
Fig 5
Fig 5
a. High traditional culture loading group stimulus material in experiment 3. b. Low traditional culture loading group stimulus material in experiment 3.
Fig 6
Fig 6. Interaction between hedonic product type and traditional cultural load.
Fig 7
Fig 7
a. High traditional culture loading group stimulus material in experiment 4. b. Low traditional culture loading group stimulus material in experiment 4.
Fig 8
Fig 8. Path coefficient plot of mediating effects of perceived social value.
Fig 9
Fig 9
a. High traditional culture loading group stimulus material in experiment 5. b. Low traditional culture loading group stimulus material in experiment 5.
Fig 10
Fig 10. The mediating effect path coefficient of perceived heritage value.
Fig 11
Fig 11
a. Experiment 6 of high traditional culture loading group stimulus materials. b. Experiment 6 of Low traditional culture loading group stimulus materials.
Fig 12
Fig 12. Interactive effect of cultural identity and traditional cultural load.
Fig 13
Fig 13
a. High traditional culture loading group stimulus material in experiment 7. b. Low traditional culture loading group stimulus material in experiment 7.
Fig 14
Fig 14. The interactive effect of purchase purpose and traditional cultural load.
See this image and copyright information in PMC

References

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