The purpose of this study was to find out the
factors influencing the purchase intention of tourism performing arts
consumers, enhancing the market competitiveness of tourism performing arts
products, and enhancing the market share of enterprises.This study has taken the Ancient Love of Guilin as an
example to explore the consumption characteristics and influencing factors of
tourism performing arts by using a quantitative research method. Using a
questionnaire to collect data from 400 consumers who have watched the show for
ages.SPSS
was used to conduct reliability and validity tests, descriptive analysis,
T-test, one-way Anova and regression analysis on the first data of the
questionnaire to test the samples.The results showed that brand equity (brand
awareness, perceived quality and brand loyalty) has a significant impact on the purchase intention of
tourism performing arts consumers. This meant that consumers’ purchase intention to
travel performing arts could be explained by brand awareness, perceived quality
and brand loyalty.
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