Consumption Decision and Influencing Factors of Guilin Tourism Performing Arts Brand—A Case of Ancient Love

The purpose of this study was to find out the factors influencing the purchase intention of tourism performing arts consumers, enhancing the market competitiveness of tourism performing arts products, and enhancing the market share of enterprises.This study has taken the Ancient Love of Guilin as an example to explore the consumption characteristics and influencing factors of tourism performing arts by using a quantitative research method.Using a questionnaire to collect data from 400 consumers who have watched the show for ages.SPSS was used to conduct reliability and validity tests, descriptive analysis, T-test, one-way Anova and regression analysis on the first data of the questionnaire to test the samples.The results showed that brand equity (brand awareness, perceived quality and brand loyalty) has a significant impact on the purchase intention of tourism performing arts consumers.This meant that consumers' purchase intention to travel performing arts could be explained by brand awareness, perceived quality and brand loyalty.