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| RESEARCH ON LOCAL DIALECT AND CONSUMPTION BEHAVIOR OF TOURISM SOUVENIRS |
| SHI Shao-xiang1,2, WEN Tong1,2, LV Qiao-shan1,2 |
1. School of Management, Jinan University, Guangzhou 510632, China;
2. Strategic Management Research Center, Jinan University, Guangzhou 510632, China |
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Abstract 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.
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Received: 22 April 2024
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Corresponding Authors:
10.13959/j.issn.1003-2398.2025.05.019
E-mail: wentong@jnu.edu.cn
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