Title:
TOURIST PERCEIVED VALUE AND QUALITY OF INTANGIBLE CULTURAL HERITAGE SOUVENIRS ON CUSTOMERS’ PURCHASE INTENTION: A CASE STUDY OF CHINESE TOURISTS

Authors:
Ousanee Sawagvudcharee, Haiying Liu, Chuantong Zhang, Thailand

Abstract:

Intangible cultural heritage souvenir has regional characteristics, cultural identity, and rich cultural connotations. These days, most Chinese tourists only watch the intangible cultural heritage souvenirs rather than buying them as there is no connection to their buying intention. It should be interesting to study the purchase intention of Chinese tourists on intangible cultural heritage souvenirs because it can help to increase domestic economic. Hence, this study attempts to examine the influence of some antecedents on customers’ purchase intention of intangible cultural heritage souvenirs. A survey was adopted to collect data from 400 Chinese tourists by using Cochran’s Sample Size formula as well as multistage sampling. Confirmatory factor analysis and Structural Equation Model were conducted to analyze impacts of antecedents on purchase intention. The findings of this study should help tourism industry to understand Chinese tourists’ buying decision and might be able to develop sustainable intangible cultural heritage souvenirs for future economic growth.