Research On The Formation Mechanism Of Tourists’ Purchase Intention Of Intangible Cultural Heritage Products In Narrative Context

Although intangible cultural heritage takes concrete and tangible objects as its carrier,its soul is an interpretation of culture and meaning.When inheritors create intangible cultural heritage products,they are "performing" in form,but in fact they are "narrating".In the context of “Intangible heritage+ Tourism”,distributors of intangible heritage products of destination began to carry out narrative marketing around the connotation of intangible heritage culture,that is,opening the production space of traditional handicrafts and intangible heritage products for tourists to visit and experience,and selecting outstanding inheritors to play the role of the narrators,the inheritors create an immersive narrative experience for visitors through the "verbal + behavior" narrative method,and the visitors achieve image-congruity under the state of narrative transportation.Existing research shows that consumer perception of image-congruity will have a certain degree of influence on behavioral intention.Therefore,this study selects Pingyao Lacquerware Painting Techniques for example to investigate the formation mechanism of tourists’ willingness to purchase traditional handicrafts and intangible cultural heritage products under narrative circumstances.The thesis consists of six chapters.The first chapter is the introduction,which mainly elaborates the origin of the research(proposed the problem),the theoretical and practical significance of the research,the research methods and content,and draws the research technological roadmap;The second chapter is literature review.This chapter systematically combs the core theories applied in this study and reviews the research trends in related fields at home and abroad including narratives,narrative transportation,narratives of intangible cultural heritage,image-congruity,authenticity,brand identity and purchase intention of intangible cultural heritage products;In the third chapter,based on the existing theories,the hypothesis of this study is put forward by logical deduction,and the conceptual model of variable relationship is constructed;The fourth chapter is the research design,including the basis of variable measurement,the structure of the questionnaire,the distribution and recovery of the questionnaires,and the overview of statistical methods;The fifth chapter is the data analysis,involving the demographics,reliability test,Exploratory Factor Analysis,Confirmatory Factor Analysis,Structural Equation Model analysis,so as to verify the theoretical assumptions proposed in the fourth chapter,and finally summarize the data analysis results;The sixth chapter is the conclusion and implication.Firstly,it summarizes the conclusion of this study and puts forward the corresponding practical implication,and then points out the future research direction for the limitations of this study.The conclusions of this study can be summarized as follows:(1)Narrators/Self-congruity has a positive and significant impact on the purchase intention of intangible cultural heritage products through the mediating role of personal brand identity;(2)Narrators/Self-congruity has a positive and significant impact on the purchase intention of intangible cultural heritage products through the mediating role of social brand identity;(3)Narrators/Products-congruity has a positive and significant impact on the purchase intention of intangible cultural heritage products through the mediating role of perceived authenticity;(4)Perceived authenticity and personal brand identity play a chain mediating role in the path of "Narrators/Products-congruity→Purchase intention of intangible cultural heritage products";(5)Perceived authenticity and social brand identity play a chain mediating role in the path of "Narrators/Products-congruity→Purchase intention of intangible cultural heritage products".The conclusion of this study provides the corresponding practical implications for the dealers of intangible cultural heritage products of traditional handicrafts in the destinations,hoping to promote the dealers of intangible cultural heritage products in the destinations to improve their business strategies so as to effectively promote the occurrence of tourists’ purchasing behaviors.