Will visual peripheral cues motivate you to purchase tourism cultural and creative products? Evidence from China

Appearance elements are driving tourist consumption. However, there is still a research gap in the matching effects of the peripheral design elements around tourism cultural and creative products (CCPs). Therefore, introducing the theoretical model of "consumer reaction to product form", this study conducted two experiments to explore the matching influence mechanism of CCPs' styles and hues on tourists' willingness to buy. The results highlight that matching the styles and hues of tourism CCPs could positively affect tourists' willingness to buy. Specifically, the tourism CCPs with typical style and cold hue will stimulate tourists' willingness to buy through the mediation of fluency. Furthermore, the tourism CCPs with novel appearance and warm hue improve willingness to buy, in which fluency and perceived enjoyment play a mediating role. These findings contribute to the knowledge of tourism CCP marketing and provide insight into tourism CCP appearance design in the tourism industry.