Research on the Correlation between Homestay Products Naming and Consumers' Visual Attention: From the Perspective of Cultural Capital Theory

In light of cultural capital theory, this study takes an in-depth look into how poetic-style names affect the attractiveness of rural homestay products to consumers.The analysis of results indicates that poetically crafted names of rural homestay products significantly contribute to tourists' emotional resonance and purchase intention. Furthermore, it is clear that tourism’s cultural capital moderate the impact of homestay naming styles on purchase intentions. This study provides greater understanding of tourist consumption behavior and product-naming theories, and offers innovative insights into the naming and marketing of rural homestays.