Study on Influencing Factors of Consumption and Development Strategies of Xi’an Cultural and Creative Products under the Background of Integration of Culture and Tourism: An Analysis Based on the Gen Z Group

Abstract

Against the background of in-depth integration of culture and tourism, cultural and creative products have become a core carrier for inheriting regional culture and promoting urban image communication. This study takes Gen Z (born between 1995 and 2009)—the core consumer group of Xi’an cultural and creative products—as the research object. Combining the Theory of Planned Behavior (TPB) and the American Customer Satisfaction Index (ACSI) model, it constructs multiple linear regression and analysis of variance (ANOVA) models through literature research, on-site interviews, and questionnaire surveys to systematically explore the impact of purchase attitude, subjective norms, perceived quality, and perceived value on Gen Z's consumption behavior of cultural and creative products.

The study finds that Gen Z's purchase intention of Xi'an cultural and creative products is mainly driven by their own purchase attitude and subjective norms formed by the surrounding social environment, and the positive impact of these two factors is highly significant in statistical terms. Perceived quality and perceived value are the key determinants of their consumption satisfaction, and together they explain more than 60% of the variance in satisfaction. In addition, gender and long-term residence have a significant impact on purchase intention: females generally have a higher purchase intention than males, and Gen Z living in urban areas have a higher purchase intention than those in suburban and rural areas. At the same time, Xi’an’s cultural and creative industry still faces prominent problems such as serious product homogeneity, weak online channel layout, and insufficient municipal policy support. Based on this, this study puts forward targeted strategies from three dimensions: product design, marketing promotion, and policy guarantee, providing theoretical and practical references for the high-quality development of Xi'an's cultural and creative industry.