Towards Hanfu Tourism: Exploring the Travel Motivation and Experience of Hanfu Tourists
Advances in Hospitality and Leisure
ISBN: 978-1-80382-816-9, eISBN: 978-1-80382-815-2
Publication date: 17 January 2023
Abstract
Hanfu has been the Han ethnic costume in Chinese history. This study explores the travel motivation and experience of Hanfu tourists by conducting qualitative research on Hanfu tourists through photo-elicitation interviews with 25 participants covering four study regions, including the mainland of China, Taiwan, Malaysia, and Singapore. The results reveal seven motivations drive Hanfu tourists: (1) personal hobby, (2) seeking cultural identity, (3) social belonging, (4) Hanfu tourist photography, (5) career need, (6) influence on Hanfu movement, and (7) free space for wearing Hanfu created by tourism. Additionally, the seven types of Hanfu tourist experiences are (1) social experience, (2) cultural experience, (3) Hanfu performance experience, (4) nonvisual sensual experience, (5) learning experience, (6) challenge experience, and (7) pilgrimage experience. This study further furnishes theoretical and managerial implications as a reference for destination marketing targeting Hanfu tourists.
Keywords
Citation
Zong, Y. (2023), "Towards Hanfu Tourism: Exploring the Travel Motivation and Experience of Hanfu Tourists", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 18), Emerald Publishing Limited, Leeds, pp. 37-56. https://doi.org/10.1108/S1745-354220220000018003
Publisher
:Emerald Publishing Limited
Copyright © 2023 Yuanyuan Zong. Published under exclusive licence by Emerald Publishing Limited