Destination Experiencescape for Hanfu Tourism: An Exploratory Study

ABSTRACT

The rapid development of Hanfu tourism in Chinese communities encourages destinations to create a Hanfu-themed experiencescape. However, the phenomenon of Hanfu tourism integrated with destination experiencescape has received little attention from academia. This study extended the construct experiencescape to the destination level and applied it to the context of Hanfu tourism. A content analysis was conducted on the interview text sourced from five typical Chinese communities. The results showed that destination experiencescape for Hanfu tourism (thereafter DEHT) are categorized into eight components: (1) social component, (2) cultural component, (3) historic component, (4) sensory component, (5) hospitality cultural component, (6) functional component, (7) technological component, and (8) natural component. This research contributes to the existing theories concerning destination experiencescape by identifying the components of DEHT. One of the new findings is to verify the technological and historic components of DEHT utilized to enhance the experience of Hanfu tourists. Finally, the theoretical and managerial implications were proposed for the destination stakeholders’ reference. The scale development of DEHT is also taken into consideration in future studies.

汉服旅游目的地体验场景:一个探索性研究摘要

华人社区内的汉服旅游之快速发展促使目的地去塑造一种汉服主题的体验场景。然而，汉服旅游与目的地体验场景之结合现象几乎没有得到学界关注。本研究将体验场景这一构念拓展至目的地层面，继而将体验场景构念运用在汉服旅游情景中。透过对五个典型华人社区的访谈文本进行内容分析，其结果显示汉服旅游目的地体验场景（之后简称DEHT）分为八大组成: (1)社交组成，(2)文化组成，(3) 历史组成，(4) 感官组成，（5）好客文化组成，（6）功能组成，（7）科技组成与（8）自然组成。本研究透过对DEHT组成的确定，对目的地体验场景的现有理论做出相关贡献。其中一项新发现是确认用于增强汉服游客体验的 DEHT 的科技和历史组成。最后，本研究提出理论与管理意涵以供目的地利益相关者参考。汉服旅游目的地体验场景的量表发展也纳入未来研究之考虑。

KEYWORDS:

• Hanfu tourism
• Hanfu tourist
• experiencescape
• destination experiencescape
• content analysis

关键词:

• 汉服旅游; 汉服旅游者; 体验场景; 目的地体验场景; 内容分析

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Yuanyuan Zong

Yuanyuan Zong is a Ph.D. candidate in the Department of Marketing and Tourism Management at National Chiayi University, Chiayi City, Taiwan. Her research interests are cultural tourism, destination marketing, hotel operation management, and hospitality and tourism education (E-mail: [email protected]).

Sheng-Hshiung Tsaur

Sheng-Hshiung Tsaur is Professor in the Department of Marketing and Tourism Management at National Chiayi University, Chiayi City, Taiwan. His research interests include construct development and theory building in the disciplines of tourism, hospitality and leisure (E-mail: [email protected]).