Purchase Intention of Yunnan AR Cultural and Creative Tourism Product: Proposal of a Conceptual Framework and Theoretical Discussion

DOI

10.2991/978-2-38476-541-6_79How to use a DOI?

Keywords

Yunnan AR Cultural And Creative Tourism Product; Purchase Intention; Conceptual Framework

Abstract

This study proposes a conceptual framework to explain consumers’ purchase intention toward Yunnan AR cultural and creative tourism products in the evolving landscape of digital tourism. Although Yunnan possesses rich cultural and ethnic resources, existing cultural and creative products often suffer from homogenized design and limited cultural depth, while current research tends to emphasise technological application rather than the underlying behavioural mechanisms that drive consumer intention. To address this gap, the study extends the Technology Acceptance Model (TAM) by integrating four key experiential and cultural variables such as immersion, interactivity, aesthetic quality, and cultural identity. These variables are theorized to influence purchase intention directly or indirectly through perceived usefulness and perceived ease of use. The proposed framework clarifies how consumers’ experiential perceptions and cultural recognition interact with technological cognition during AR product evaluation, thereby offering a more holistic explanation of intention formation. The study contributes theoretically by enriching TAM within the context of digital cultural tourism and provides practical insights for enhancing the design, development, and market competitiveness of Yunnan’s AR-based cultural and creative products. It also offers a foundation for future empirical validation and product innovation in the cultural tourism industry.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jie Yang
AU  - Nadia Bt Mohd Nasir
AU  - Liying Zhao
AU  - Meiling Tan
PY  - 2026
DA  - 2026/02/26
TI  - Purchase Intention of Yunnan AR Cultural and Creative Tourism Product: Proposal of a Conceptual Framework and Theoretical Discussion
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 716
EP  - 722
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_79
DO  - 10.2991/978-2-38476-541-6_79
ID  - Yang2026
ER  -