An exploratory study of visitors’ motivations at a heritage destination: The case of the South Luogu Alley in China
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 13 May 2019
Issue publication date: 21 May 2019
Abstract
Purpose
The purpose of this paper is to examine visitors’ motivations for going to the South Luogu Alley, a famous hutong with an over 700-year history in Beijing, China.
Design/methodology/approach
The study applied a self-administered questionnaire to collect data from visitors on the main street of the South Luogu Alley.
Findings
It was found that most visitors of the hutong are casual tourists pursuing relaxation, including tension release and spending time with friends and family; seeking authenticity is not visitors’ most important motivation.
Research limitations/implications
This study used only one hutong to assess visitors’ motivations in hutong tourism, so the results may not be applicable to all hutongs.
Practical implications
The research on the demographics and different motivations of the South Luogu Alley visitors can be useful to managers of tourism-related organizations.
Social implications
This study shows that tourists with different motivations for visiting a hutong have varying requirements for authenticity. The reconstruction of some historical hutongs is not always perceived as negative, and the influence of Western cultural elements can be seen as positive if they contribute to the sustainable development of the local culture.
Originality/value
The term “hutonger,” which includes casual visitors, entertainment seekers, authenticity seekers and pure escapees, based on these respective motivations, is introduced to describe the specific groups of hutong visitors and contribute to the hutong tourism literature.
Keywords
Citation
Shi, X., Day, J., Gordon, S., Cai, L. and Adler, H. (2019), "An exploratory study of visitors’ motivations at a heritage destination: The case of the South Luogu Alley in China", Journal of Hospitality and Tourism Insights, Vol. 2 No. 2, pp. 186-202. https://doi.org/10.1108/JHTI-07-2018-0041
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited