Author(s)

Xiang Li ¹, Yu Tian ¹, Rui Zhang ¹, Chang Zhou ¹, Keye Wang ¹

Affiliation(s)

¹ College of Business and Tourism, Sichuan Agricultural University, Chengdu, 611830, China

Corresponding Author

Yu Tian

ABSTRACT

As worldwide concern for traditional culture grows, commodities integrated with traditional culture are gaining increasing popularity among tourist consumers. Therefore, it is of practical significance to thoroughly investigate the impact of traditional cultural elements in tourism commodities on brand status. This study incorporates the concept of traditional cultural load into the research on the brand status of tourism commodities. By designing a scenario experiment, it probes into the influence mechanism of the traditional cultural load in tourism commodities on the brand status. The research indicates that the richer the traditional cultural load in tourism commodities, the higher the consumers' evaluation of the brand status. The traditional cultural load affects the brand status of tourism commodities through the mediating role of psychological distance. Meanwhile, the relationship between the traditional cultural load and the brand status in tourism commodities is moderated by the consistency between the traditional cultural load and the locality. This research extends the theoretical research scope of the traditional cultural load in tourism commodities and helps relevant operators and marketers gain a deep understanding of the strategies for shaping and marketing the brand image of tourism commodities, thus possessing practical value.

KEYWORDS

Tourism commodity; traditional culture; psychological distance; locality; brand status

CITE THIS PAPER

Xiang Li, Yu Tian, Rui Zhang, Chang Zhou, Keye Wang, Research on the Influence of Traditional Cultural Load in Tourism Commodities on Brand Status. Tourism Management and Technology Economy (2025) Vol. 8: 29-40. DOI: http://dx.doi.org/10.23977/tmte.2025.080104.

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