Research on Tourists' Perception and Attitude of Intangible Cultural Heritage Protection in Rural Areas of Sichuan Provincial - A Case Study of Lacquerware

In this study, a structural equation model for the development of rural intangible cultural heritage lacquerware souvenirs in Sichuan Provincial was established based on tourists' cognition, cognitive problems, cognitive value, customer participation and purchase intention as variables. At the same time, the influences of tourists' attitude towards the protection of intangible heritage lacquerware, cognitive problems, cognitive value and customer participation on the purchase intention of intangible heritage lacquerware souvenirs are discussed. In this study, 389 valid questionnaires were collected, and structural equation model (SEM) analysis was performed on the data using SPSS Amos. The results show that the attitude, cognitive value and customer participation of intangible cultural heritage lacquerware protection have a significant positive impact on the purchase intention of intangible cultural heritage souvenirs. Perceived value has the most significant positive impact on purchase intention, followed by customer participation and protection of intangible cultural heritage attitude. However, cognitive problems have a significant negative impact on the purchase intention of intangible cultural heritage lacquerware souvenirs. Finally, some suggestions for developing intangible heritage lacquerware souvenirs for traditional lacquerware are proposed.