Touristsʹ attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing study

This study examined American, Korean, and Chinese female consumersʹ evaluations of and purchase intentions towards Korean textiles and apparel-related cultural products. This study also investigated how a consumerʹs evaluations of Korean textiles and apparel-related cultural products are related to novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture on the part of female tourists. Novelty-seeking appeared to be useful only when predicting how one will respond to cultural products from other countries and cultures, but not from oneʹs own. Regardless of the sample, respondentsʹ evaluations of the color and design of the product stood out as the most important indicator, across all four products, of how much they would like a given product, and further, would also like to purchase the product. Northeast Asian design contributed to favorable purchase intention even for those who are from Northeast Asia, indicating that fashion cultural products are not targeted only at those from other cultures.