DEVELOPMENT STATUS AND CONSUMER PERCEPTIONS OF GUIZHOU BATIK’S CULTURAL AND CREATIVE PRODUCTS
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Abstract
This study aimed (1) to examine the development status of Guizhou batik cultural and creative products and (2) to assess consumer perceptions from a multidimensional value perspective. A mixed-method design was adopted: qualitative data from semi-structured interviews with nine practitioners were thematically analyzed, while quantitative data from 461 surveys were examined using descriptive statistics and Pearson correlations. Findings showed five key challenges—limited daily integration, tension between tradition and innovation, production constraints, weak cultural communication, and insufficient talent cultivation. Survey results indicated overall positive consumer perceptions, with Cultural, Quality, and Innovative Values rated highest. Strong correlations between Cultural Value and both Aesthetic (r = .803, p < .01) and Innovative Values (r = .833, p < .01) highlight the role of cultural expression in fostering engagement and identification. Overall, the study underscores the need to balance heritage preservation with modern aesthetics, innovation, and branding to ensure sustainable development of Guizhou batik cultural and creative products.
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