A Study on the Influencing Factors of Local Cultural Elements on Consumers Purchase Intention of Tourism Cultural and Creative Products -- Taking Nanjing as an Example

There are many kinds of cultural and creative products, which can be used not only for tourism, but also for local publicity. Taking Nanjing as an example, this paper deeply discusses how local cultural elements affect consumers willingness to buy tourism cultural and creative products. With the vigorous development of cultural tourism industry, tourism cultural and creative products, as an important carrier to spread local culture and enhance tourism experience, their market acceptance and consumers willingness to buy have become research hotspots.