Author(s)

Yayun Zheng ¹, Sijunbo Wang ², Doudou Bi ^1,3

Affiliation(s)

¹ School of Tourism Management, South China University of Technology, Guangzhou, China
² School of Foreign Language, South China University of Technology, Guangzhou, China
³ Guangzhou Cultural and Tourism Integration Development Research Base, Guangzhou, China

Corresponding Author

Doudou Bi

ABSTRACT

Chinese intangible cultural heritage is a treasure of Chinese culture and an important part of human civilization, and public participation is an important part of our efforts to carefully guard intangible cultural heritage and pass on the historical lineage. This generation has a relatively easy and comfortable life due to inter-generational relationships and has strong consumption power. Therefore, it is crucial to study the values and paths by which ICH products influence young people. This paper intends to conduct step-by-step interviews with Generation Z youth through Photo-elicitation Interviews to explore the values and paths by which the ICH attributes of products influence the consumption motives of Generation Z youth. Finally, the researcher concluded that the motives of Gen Z youths for consuming NRM products include seeking cultural identity, self-actualization, healing, and unique experiences. From the study, we also found that the process of consuming NRM products among Gen Z youth reflects their sense of responsibility and self-efficacy, the importance of NRM purity to Gen Z youth, and the added value of the "NRM" label.

KEYWORDS

Intangible Cultural Heritage (ICH), Generation Z, Consumer Motivation, Photo-elicitation Interviews Method

CITE THIS PAPER

Yayun Zheng, Sijunbo Wang, Doudou Bi, Exploratory Study on the Consumption Motives of Generation Z Non-Heritage Products Based on MEC Model. Tourism Management and Technology Economy (2023) Vol. 6: 12-20. DOI: http://dx.doi.org/10.23977/tmte.2023.060202.

REFERENCES

[1] Ministry of Culture and Tourism: "The 14th Five-Year Plan for the Protection of Intangible Cultural Heritage", http://www.gov.cn/zhengce/zhengceku/2021-06/09/content_5616511.htm. May 25, 2021.
[2] Fang Yuan. User sentiment analysis of B2C e-commerce platform [D]. Jinan University, 2013.
[3] Xie Yongtao, Zhu Hong, Chen Chun. A study on the recreation experience of children's parks in Guangzhou from children's perspective [J]. Journal of Tourism, 2020, 35(12):81-91.
[4] Ding Liuhua. Research on cruise tourism experience from children's perspective [C]//China Tourism Research Institute. Proceedings of the 2021 China Tourism Science Annual Conference: New Development Patterns in Travel and Tourism. [publisher unknown], 2021:12.
[5] Yang Shuang. Kindergarten classroom environment in the vision of multiple subjects [D]. Nanjing Normal University, 2019. 
[6] Yang Xiuxiu, Hu Huimin. The influence of individual characteristics and work environment on the work engagement of teaching and research staff: the mediating role of self-efficacy [J]. Global Education Outlook, 2021, 50(08):116-128.
[7] Yang Xin. The absence and reshaping of cultural identity in the productive conservation of NRM: the case of Tujia brocade [J]. Journal of Yunnan University for Nationalities (Philosophy and Social Science Edition), 2022, 39(03): 40-50. 
[8] Wang Yuan, Hu Huilin. Cultural identity: the core mechanism for the survival and development of intangible cultural heritage [J]. Fujian Forum (Humanities and Social Sciences Edition), 2014, 269(10):49-55.

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