Artistic Consumption Behavior of Domestic Tourists for Tourism Performing Arts in Guangxi Zhuang Autonomous Region, China

This article aimed to study artistic consumption behavior of tourism performing arts, find out factors influencing consumers to buy tourism performing arts products, improve the product market competitiveness, and increase the market share of cultural enterprises. In this study, 405 domestic travelers with individual behaviors were selected as the research subjects, and a mixed approach was adopted to solve this problem. The results showed that female respondents in Guangxi tourism performing arts accounted for 219 (54.1%), mainly aged between 30 and 40 years old (51.6%), bachelor degree accounted for 52%, personal monthly income was relatively average between 4000 and 5000 Yuan. Most of respondents are first-time visitors to Guangxi, with 292 (72.1%) respondents having experience of watched ethnic tourism performing arts, which indicates that a good viewing experience will have an important impact on their re-purchase. Difference analysis of demographic variables, respondents of different ages, education level, monthly income and profession showed significant differences in their artistic consumption behavior, while those of different genders showed little difference. Through multiple linear regression analysis, product cognition, cultural identity, past behavior, reference group and perceptual behavior control have significant influence on artistic consumption behavior and purchase intention. In addition, all hypotheses have been accepted. Independent variables can influence artistic consumption behavior through purchase intention or directly influence artistic consumption behavior, indicating that consumers’ purchase intention is an incomplete intermediary. In order to extend life cycle of tourism performing arts products and maintain the sustainable development of Guangxi’s tourism performing arts, through in-depth interviews, respondents put forward the following suggestions after watched Guangxi’s tourism performing arts: First, extend the performance time, protect the authenticity of Guangxi’s history and culture, and highlight local characteristics; Second, performing arts venues are large, seats are difficult to find, more staff guidance is needed; Appropriately increase the screen, increase online ticket purchase, increase seat selection function, and increase the number of performances; Improving sanitary conditions; Actively deal with complaints and suggestions to improve tourist comfort. Tourism performing arts venues are generally far away from urban areas, supporting facilities and services around performing arts venues are important factors to promote consumers’ accommodation at night and improve the economy at night. Third, make full use of media to publicize and promote media platforms such as TV, newspapers, magazines and road publicity platforms to provide authoritative information for the majority of Internet users; Fourth, adjust ticket prices to promote consumer buying.