Purchase Intention of Yunnan AR Cultural and Creative Tourism Product: Proposal of a Conceptual Framework and Theoretical Discussion

This study proposes a conceptual framework to explain consumers' purchase intention toward Yunnan AR cultural and creative tourism products in the evolving landscape of digital tourism.Although Yunnan possesses rich cultural and ethnic resources, existing cultural and creative products often suffer from homogenized design and limited cultural depth, while current research tends to emphasise technological application rather than the underlying behavioural mechanisms that drive consumer intention.To address this gap, the study extends the Technology Acceptance Model (TAM) by integrating four key experiential and cultural variables such as immersion, interactivity, aesthetic quality, and cultural identity.These variables are theorized to influence purchase intention directly or indirectly through perceived usefulness and perceived ease of use.The proposed framework clarifies how consumers' experiential perceptions and cultural recognition interact with technological cognition during AR product evaluation, thereby offering a more holistic explanation of intention formation.The study contributes theoretically by enriching TAM within the context of digital cultural tourism and provides practical insights for enhancing the design, development, and market competitiveness of Yunnan's AR-based cultural and creative products.It also offers a foundation for future empirical validation and product innovation in the cultural tourism industry.