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The purpose of this study was to find out the factors influencing the purchase intention of tourism performing arts consumers, enhancing the market competitiveness of tourism performing arts products, and enhancing the market share of enterprises. This study has taken the Ancient Love of Guilin as an example to explore the consumption characteristics and influencing factors of tourism performing arts by using a quantitative research method. Using a questionnaire to collect data from 400doi:10.4236/me.2021.121011 fatcat:2ajhuuudwvgp3i27u7rdl5c7qu