Will visual peripheral cues motivate you to purchase tourism cultural and creative products? Evidence from China

IF 4.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Asia Pacific Journal of Tourism Research Pub Date : 2023-12-02 DOI:10.1080/10941665.2023.2293807

Shu-Ning Zhang, Wan-Ya Zhang, Yong-Quan Li, Wenqi Ruan, Yan Zhou

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Abstract

ABSTRACT Appearance elements are driving tourist consumption. However, there is still a research gap in the matching effects of the peripheral design elements around tourism cultural and creative products (CCPs). Therefore, introducing the theoretical model of “consumer reaction to product form”, this study conducted two experiments to explore the matching influence mechanism of CCPs’ styles and hues on tourists’ willingness to buy. The results highlight that matching the styles and hues of tourism CCPs could positively affect tourists’ willingness to buy. Specifically, the tourism CCPs with typical style and cold hue will stimulate tourists’ willingness to buy through the mediation of fluency. Furthermore, the tourism CCPs with novel appearance and warm hue improve willingness to buy, in which fluency and perceived enjoyment play a mediating role. These findings contribute to the knowledge of tourism CCP marketing and provide insight into tourism CCP appearance design in the tourism industry.

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视觉周边线索会促使您购买旅游文化创意产品吗？来自中国的证据

摘要外观元素是游客消费的驱动力。然而，旅游文化创意产品（CCP）周边设计元素的匹配效应研究仍是空白。因此，本研究引入 "消费者对产品形式的反应 "理论模型，通过两个实验来探讨文创产品的风格和色调对游客购买意愿的匹配影响机制。研究结果表明，旅游商业中心的风格和色调匹配会对游客的购买意愿产生积极影响。具体而言，具有典型风格和冷色调的旅游消费中心会通过流畅性的中介作用刺激游客的购买意愿。此外，外观新颖、色调温暖的旅游垃圾站会提高游客的购买意愿，其中流畅度和感知到的乐趣起到了中介作用。这些发现有助于加深对旅游垃圾站营销知识的了解，并为旅游业中的旅游垃圾站外观设计提供启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia Pacific Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.80

自引率

4.00%

发文量

期刊介绍： Asia Pacific Journal of Tourism Research is the official journal of the Asia Pacific Tourism Association (Founded September 1995) and seeks to publish both empirically and theoretically based articles which advance and foster knowledge of tourism as it relates to the Asia Pacific region. The Journal welcomes submissions of full length articles and critical reviews on major issues with relevance to tourism in the Asia Pacific region.