Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products

Ya Huang ; Jacky Mong Kwan Watt
International Journal of Economics, Commerce, and... 📅 2025 Vol 2, No 3 🔗 DOI: 10.62951/ijecm.v2i3.703
Abstract
The abstract on the purchasing intention of tourists for Guizhou's intangible cultural heritage batik products explores the interplay of cultural significance, consumer attitudes, and social influence. It highlights how the rich history and craftsmanship associated with batik create a strong emotional connection for tourists, enhancing their willingness to purchase these items as authentic souvenirs. Positive consumer attitudes, shaped by prior experiences and appreciation for cultural heritage, further contribute to purchase intentions. Additionally, social  influence plays  a  crucial  role, as  recommendations  from peers  and  social  media endorsements significantly impact tourists' perceptions and decisions. The study underscores the importance of effectively promoting these cultural products through storytelling, community engagement, and leveraging social proof to boost sales and preserve cultural traditions through the survey of 390 Guizhou residents.
Keywords
Purchase Intention; Intangible Cultural Heritage; Batik Products
How to Cite

Ya Huang & Jacky Mong Kwan Watt (2025). Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products. International Journal of Economics, Commerce, and Management, 2(3). https://doi.org/10.62951/ijecm.v2i3.703

Ya Huang; Jacky Mong Kwan Watt, "Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products," International Journal of Economics, Commerce, and Management, vol. 2, no. 3, 2025.

Ya Huang; Jacky Mong Kwan Watt. "Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products." International Journal of Economics, Commerce, and Management, vol. 2, no. 3, 2025.

Ya Huang; Jacky Mong Kwan Watt. "Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products." International Journal of Economics, Commerce, and Management 2, no. 3 (2025).

Ya Huang & Jacky Mong Kwan Watt (2025) 'Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products', International Journal of Economics, Commerce, and Management, 2(3). doi: 10.62951/ijecm.v2i3.703.

Ya Huang; Jacky Mong Kwan Watt. Study of the Purchasing Intention of Tourists for Guizhou Intangible Cultural Heritage Batik Products. International Journal of Economics, Commerce, and Management. 2025;2(3).

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