Analysis of Differences in 'Night Economy' Consumption Experience in Urban Cultural Heritage Scenarios: Based on Variance Analysis

Haiming Chen; Yuping Wang; Fang Chen

doi:10.54097/88605h86

Authors

Haiming Chen
Yuping Wang
Fang Chen

DOI:

https://doi.org/10.54097/88605h86

Keywords:

Cultural Heritage, Night Economy, Consumption Experience, Difference Analysis

Abstract

The night economy in cultural heritage contexts serves as a pivotal driver for urban cultural tourism consumption upgrades. However, existing research lacks systematic exploration of micro-behavioral variables (night tour frequency, duration, and spending amount) and their impact on experience quality, hindering precise operational strategies. This study examines Zhaoqing Fucheng night tourism as a case study to analyze the influence mechanisms of demographic characteristics and micro-behavioral variables on consumption experiences. Using structured questionnaires, we collected 310 valid samples and conducted independent samples T-tests, one-way ANOVA, and Scheffe post-hoc analyses. Results indicate: Gender and residential location show no significant impact on core variables like tourist experience and night tour imagery; Age significantly affects behavioral intention only; Cultural perception shows the most pronounced deepening effect with 3-5 annual night tours; 1-2 hour tour duration achieves optimal spatial layout compatibility; Spending amounts between 201-400 yuan best align with value expectations. This research enriches empirical studies on cultural heritage night economy consumption experiences, providing strategic references for precise operations in Zhaoqing Fucheng and similar projects.

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