旅遊文創商品的消費行為與需求調查研究

Research on Consumer Behavior and Demand for Cultural and Creative Tourism Products

文化產業的重要性日益凸顯，尤其是旅遊文創商品在促進地方經濟發展與文化傳承方面的潛力。另一方面，隨著生活品質的提升，消費者對旅遊文創商品的興趣與需求亦隨之增長。然而，當前旅遊文創商品面臨諸多的挑戰，包括產品同質化、消費者需求多樣化以及文創商品轉型升級的壓力。因此，瞭解消費者對旅遊文創商品的消費行為與需求成為提升產業競爭力的關鍵。本研究旨在探討旅遊文創商品的消費行為與需求，以提升文化產業的發展與創新。研究方法採用問卷調查方式，對目標消費群體進行資料收集與分析。問卷設計包含多項量表，用於評估消費者的購買行為、消費態度與需求偏好。本研究通過分析消費者對旅遊文創商品的消費行為，包括購買動機、偏好類型與消費習慣，並進一步探討影響其消費決策的因素，如文化認同、品牌形象與價格敏感度。通過這些分析，期望能為旅遊文創商品的開發與市場策略提供實證基礎。研究結論指出，消費者對旅遊文創商品的興趣主要受到文化認同感與創新性的吸引。多數受訪者偏好具有地方特色與文化故事的商品，並願意為此支付較高價格。然而，市場上的同質化問題仍然存在，意味旅遊文創產品仍需加強創新與差異化。此外，數位化趨勢對消費者購買行為有顯著影響，表明產業應積極擁抱數位轉型，以滿足消費者的多樣化需求。總體而言，本研究為旅遊文創商品的市場策略與產品開發提供了實用的見解，了解了消費者需求、增強文化認同感與促進產業創新的重要性。未來研究可進一步探索不同文化背景下的消費行為，以及數位技術在促進旅遊文創產業發展中的角色。

The importance of cultural industries is becoming increasingly prominent, especially in terms of the potential for tourism creative products to promote local economic development and cultural heritage. On the other hand, with the improvement of living standards, consumer interest and demand for tourism creative products are also growing. However, current tourism creative products face many challenges, including product homogenization, diversification of consumer demands, and the pressure for transformation and upgrading of creative products. Therefore, understanding consumer behavior and demand for tourism creative products is crucial for enhancing industry competitiveness. This study aims to explore the consumption behavior and demand for tourism creative products to enhance the development and innovation of cultural industries. The research methodology adopts a questionnaire survey to collect and analyze data from the target consumer group. The questionnaire design includes multiple scales to assess consumer purchasing behavior, attitudes, and preferences. Through analyzing consumer consumption behavior of tourism creative products, including purchasing motives, preference types, and consumption habits, the study further investigates factors influencing their consumption decisions, such as cultural identity, brand image, and price sensitivity. Through these analyses, it is expected to provide empirical evidence for the development and market strategy of tourism creative products. The research conclusions indicate that consumer interest in tourism creative products is mainly attracted by cultural identity and innovation. Most respondents prefer products with local characteristics and cultural stories and are willing to pay higher prices for them. However, the issue of homogenization still exists in the market, indicating that tourism creative products need to enhance innovation and differentiation. In addition, the digitalization trend significantly influences consumer purchasing behavior, suggesting that the industry should actively embrace digital transformation to meet diverse consumer demands. Overall, this study provides practical insights for market strategies and product development of tourism creative products, highlighting the importance of understanding consumer demands, enhancing cultural identity, and promoting industry innovation. Future research could further explore consumer behavior in different cultural backgrounds and the role of digital technology in promoting the development of tourism creative industries.