On the Development of Intangible Cultural Heritage Souvenir Based on the Perception of Tourists

Abstract

The study provided a structural equation model of developing ICH souvenir based on the perception of tourists taking attitude towards protecting ICH, perceived problem, perceived value, customer participation and purchase intention as variables. The research examined the influence of attitude towards protecting ICH, perceived problem, perceived value, customer participation on purchase intention for ICH souvenir. Data were collected by using questionnaires and 396 questionnaires were valid. The data were analyzed through Structural Equation Modeling (SEM) with Amos computer program. The findings showed that attitude towards protecting ICH, perceived value and customer participation had significant and positive influence on purchase intention for ICH souvenir. Perceived value had the most significant and positive influence on purchase intention, followed by customer participation and attitude towards protecting ICH. However, perceived problem had a significant and negative influence on purchase intention for ICH souvenir. At last, some suggestions are given for tourism enterprises to develop ICH souvenir.