Research Article
A Study on Consumer Behavior of Intangible Cultural Heritage Food Design from the Perspective of Cultural Identity: Taking Chaoshan Kueh as an example
@INPROCEEDINGS{10.4108/eai.24-5-2024.2350085, author={Ya-Chu (Delphine) Chan and Geshuo Cao and Junyu Zhan}, title={A Study on Consumer Behavior of Intangible Cultural Heritage Food Design from the Perspective of Cultural Identity: Taking Chaoshan Kueh as an example}, proceedings={Proceedings of the 3rd International Conference on Art Design and Digital Technology, ADDT 2024, May 24--26, 2024, Luoyang, China}, publisher={EAI}, proceedings_a={ADDT}, year={2024}, month={9}, keywords={intangible cultural heritage food design; cultural identity; perceived value}, doi={10.4108/eai.24-5-2024.2350085} }- Ya-Chu (Delphine) Chan
Geshuo Cao
Junyu Zhan
Year: 2024
A Study on Consumer Behavior of Intangible Cultural Heritage Food Design from the Perspective of Cultural Identity: Taking Chaoshan Kueh as an example
ADDT
EAI
DOI: 10.4108/eai.24-5-2024.2350085
Abstract
A part of scientific research on food design is diminishing experimental control and starting to explore the applications and practices of food designs in real life. As a traditional snack, Chaoshan Kueh carries the cultural nostalgia and memories of generations of Teochew people, and its production technique has been selected as one of China’s provincial intangible cultural heritages (ICHs) in craftsmanship. Currently, however, the rapid transformation of people’s lifestyles and consumption concepts is wiping traditional food production techniques away; rather, these techniques are facing challenges such as inheritor shortage and innovation deficit. Taking Chaoshan Kueh as a case, this paper combines product design and field survey to explore the influencing paths of cultural identity on consumers’ purchase intention of ICH foods in the context of culture-tourism integration.