旅游纪念品消费是重要的旅游收入来源，对旅游产业发展意义重大。为提升纪念品的感知价值并刺激消费，企业尝试将地方方言融入旅游纪念品。然而，目前对方言效应的理论研究不足，尚不清楚方言符号是否能提高购买意愿及其影响机制。基于顾客感知价值理论，本文通过情景实验探讨方言符号对纪念品产品态度和购买意愿的影响。研究发现：①方言符号显著提升游客的产品态度和购买意愿；②方言符号通过提高顾客感知价值间接影响产品态度和购买意愿，且感知价值的中介作用显著；③产品实用性在方言符号影响感知价值的过程中起调节作用。本文丰富了地方文化符号研究，深化了方言符号赋值纪念品的机制探讨，为旅游纪念品的营销管理提供了理论依据。

Tourism souvenir consumption is a key driver of tourism revenue and plays a vital role in fostering the sustainable development of the tourism industry. Souvenirs serve as tangible representations of travel experiences, often embodying the cultural and historical essence of destinations. To make souvenirs more appealing and stimulate consumer demand, many businesses have turned to strategies that incorporate local dialect symbols into product design and marketing. This innovative approach aims to strengthen the cultural identity associated with souvenirs, elevate their perceived value, and ultimately increase tourists' willingness to purchase. However, despite the growing use of dialect symbols in practice, their impact on consumer behavior remains insufficiently explored in academic research. Key questions, such as whether dialect symbols effectively enhance purchase intentions and the mechanisms underlying their influence, require further investigation. Grounded in customer perceived value theory, this study employs two scenario-based experiments to explore how dialect symbols affect tourists' attitudes toward souvenirs and their purchase intentions. The research provides important insights into the mechanisms through which dialect symbols influence consumer behavior. First, the findings demonstrate that dialect symbols have a significant positive impact on both product attitudes and purchase intentions. Second, the study identifies customer perceived value as a key mediating variable. Third, the moderating role of product practicality is revealed.