From cultural experience to commercial value: A study on the formation mechanism of tourists' consumption behavior in cultural tourism contexts
Biyun Jiang
Seoul Business School, aSSIST University
Zhanfang Sun
Seoul Business School, aSSIST University
DOI: https://doi.org/10.59429/vm.v3i1.15576
Keywords: immersive cultural experience; cultural tourism; tourist emotions; tourist consumption behavior; commercial value
Abstract
Against the backdrop of the deepening integration of the experience economy and cultural tourism, immersive cultural tourism has gradually emerged as a key setting for driving cultural consumption and the development of the night-time economy. Taking the Datang Everbright City as a case study, this paper focuses on tourists participating in cultural experiences and consumption activities as its primary interview subjects. Combining the Stimulus–Organism–Response (S–O–R) framework with grounded theory methodology, it employs semi-structured interviews to analyze the underlying mechanisms of 'how cultural experiences are transformed into consumption behavior and generate commercial value.' The research reveals that visitors' consumption behavior does not stem solely from functional needs but is gradually formed through emotional and identification mechanisms, building upon cultural stimuli and immersive experiences. Specifically, cultural symbols, spatial atmosphere, and interactive performances enhance visitors' sense of presence and immersion, transforming them from 'spectators' into 'participants'; subsequently, emotional arousal, cultural resonance, identity expression, and social influence further reinforce the value of the experience and drive the formation of consumption motives. Factors such as commemorative significance, the desire for memorable photographs, peer influence, and value judgements further facilitate consumption decisions, giving rise to consumption behaviors at different levels. Simultaneously, through social sharing and word-of-mouth dissemination, tourists create a cyclical diffusion mechanism of "Experience—Consumption—Dissemination—Re-attraction," extending commercial value from on-site consumption to traffic dissemination and sustained visitor attraction. By constructing a mechanism model of "Cultural experience—Emotional and identity mechanisms— Consumption conversion—Generation of commercial value," this paper provides a new process-oriented explanation for research into immersive cultural tourism consumption.
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