UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| Henan Province is renowned for its rich intangible cultural heritage, yet the participation of young adults in traditional cultural consumption remains low. This study aims to develop and validate a design framework to enhance young adults' purchase intentions for cultural and creative tourism products in Henan Province. Through a systematic literature review, the researcher developed the CFI-MD design framework to investigate the relationships among cultural, functional, and interactive meanings in the design of cultural and creative tourism products. Inspired by the woodcut New Year paintings from Zhuxian Town in Henan Province, the researcher designed, developed, and validated a series of cultural and creative tourism products named _Here Comes Door-God._ As an example of the CFI-MD framework, the product was evaluated using an adapted Decomposition Theory of Planned Behavior (DTPB) model, renamed as the DTPB-MD model. The DTPB-MD model incorporates three independent variables: perceived usefulness, perceived value, and user experience; one mediating variable: attitude; and one dependent variable: purchase intention. The researcher analyzed questionnaire data from 384 young adults, revealing that perceived usefulness, perceived value, and user experience had significantly and positively influenced attitude. Attitude was partially mediated between perceived usefulness, perceived value, user experience, and purchase intention. This study suggests that cultural and creative tourism products designed using the CFI-MD framework can enhance young adults' purchase intention. Additionally, the study proposes six guiding principles encompassing multi-sensory experience, cultural connotation, commemorative significance, the way of interaction, social attributes, and branding strategy, providing a comprehensive reference for the design of cultural and creative tourism products. This study offers valuable insights into the innovation and development of cultural and creative tourism products and addresses key design challenges. |
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