The Reign of Homogeneity, Unmet Promise of Diversity

How Perceived Commercialization Influences Tourist Consumption Intention in Historical Streets

Datos Bibliográficos

ID17722012
AutoresHuan Huang (0009-0002-8706-1617, International School of Cultural Tourism, Hangzhou City University Hangzhou China, autor de correspondencia), Jiaying Lyu (0000-0002-4237-4727, International School of Cultural Tourism, Hangzhou City University Hangzhou China), Yajuan Li (0000-0002-5787-0459, Wuhan Branch of Chinese Tourism Academy, Central China Normal University Wuhan China), Yuyang Zhang (0000-0003-3566-4037, Design‐AI Lab, China Academy of Art Hangzhou China), Yi Huang (0000-0001-5702-0705, Department of Tourism and Hotel Management, School of Management, Zhejiang University Hangzhou China)
Año2026
Volumen28
Número2
Fecha de publicación2026-03-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaInternational Journal of Tourism Research (JOURNAL)
Identificadores de la revistaISSN: 1099-2340 • E-ISSN: 1522-1970
EditorialWiley (PUBLISHER • GB)
DOI10.1002/jtr.70319
OpenAlexW7154134245
IdiomaEN
Referencias citadas53

This study examines how perceived commercialization influences tourists' consumption intention in historical streets. Drawing on the customer journey perspective, perceived commercialization is conceptualized as a multidimensional construct comprising commercial streetscape, commodity diversity, product homogeneity, and cultural homogeneity. Using survey data from 1347 respondents, the study investigates the psychological mechanisms linking commercialization perceptions to consumption intention through perceived warmth and competence, and the moderating role of perceived consumption value. The results revealed differentiated effects of commercialization dimensions. Commodity diversity enhances consumption intention by strengthening perceived competence, whereas a highly commercialized streetscape reduces consumption intention through diminished perceived warmth. Product and cultural homogeneity negatively affect consumption intention via both mediators. Moderated mediation analysis indicates perceived competence operates consistently across consumption value conditions, whereas the indirect effect of perceived warmth strengthens when tourists perceive low consumption value. Findings advance understanding of the dual heritage‐consumption nature of historical streets and provide guidance for managing commercialization in heritage destinations

Commercialization · Consumer behaviour · Moderated mediation · Perception · Tourism · Consumer Behavior in Brand Consumption and Identification · Diverse Aspects of Tourism Research · Wine Industry and Tourism