This article aimed to study artistic consumption behavior of tourism performing arts, find out factors influencing consumers to buy tourism performing arts products, improve the product market competitiveness, and increase the market share of cultural enterprises. In this study, 405 domestic travelers with individual behaviors were selected as the research subjects, and a mixed approach was adopted to solve this problem. The results showed that female respondents in Guangxi tourism performing arts accounted for 219 (54.1%), mainly aged between 30 and 40 years old (51.6%), bachelor degree accounted for 52%, personal monthly income was relatively average between 4000 and 5000 Yuan. Most of respondents are first-time visitors to Guangxi, with 292 (72.1%) respondents having experience of watched ethnic tourism performing arts, which indicates that a good viewing experience will have an important impact on their re-purchase. Difference analysis of demographic variables, respondents of different ages, education level, monthly income and profession showed significant differences in their artistic consumption behavior, while those of different genders showed little difference. Through multiple linear regression analysis, product cognition, cultural identity, past behavior, reference group and perceptual behavior control have significant influence on artistic consumption behavior and purchase intention. In addition, all hypotheses.....................
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