Wang, Z., 2020. The application of marine cultural behavior intention in tourism commodity development. In: Yang, Y.; Mi, C.; Zhao, L., and Lam, S. (eds.), Global Topics and New Trends in Coastal Research: Port, Coastal and Ocean Engineering. Journal of Coastal Research, Special Issue No. 103, pp. 1111–1115. Coconut Creek (Florida), ISSN 0749-0208.

This paper studies the application of marine cultural behavior intention in tourism commodity development. First of all, through the relationship between the economic value, willingness to pay, actual expenditure and consumer surplus of marine cultural tourism resources, this paper analyzes the supply and demand of marine cultural tourism resources, optimizes the structure of different types of tourism commodities, holiday tourism commodities, special tourism commodities, analyzes the characteristics of marine culture, excavates and arranges the important elements of marine culture, and analyzes the diversity of marine culture Wei connotation, combined with typical examples, studies the application of the elements of Maritime Silk Road, fishing custom, fishing city customs in the development and design of tourism commodities, and provides new ideas and methods for the design of tourism souvenirs with marine cultural characteristics. The experimental results show that the income of the designed tourist route is 50.8% higher than that of the traditional route, and the accumulated shopping consumption of tourists is 64.3% higher than that of the traditional route.