A Cross Generational Exploration of Motivations for Traditional Ethnic Costume Photography Tourism in China

Rob Kim Marjerison, Jong Min Kim (), Jin Young Jun, Hanling Liu and George Kuan
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Rob Kim Marjerison: College of Business and Public Management, Wenzhou-Kean University, Wenzhou 325060, China
Jong Min Kim: College of Social Sciences, Konkuk University, Seoul 27478, Republic of Korea
Jin Young Jun: College of Social Sciences, Konkuk University, Seoul 27478, Republic of Korea
Hanling Liu: College of Business and Public Management, Wenzhou-Kean University, Wenzhou 325060, China
George Kuan: International Business, International School of Management, 75007 Paris, France

Sustainability, 2024, vol. 16, issue 24, 1-19

Abstract: This research aims to examine the underlying motivations across generations to engage in the growing trend of Chinese people incorporating traditional Chinese ethnic clothing into their travel photography. As globalization continues to reshape cultural identities, individuals seek ways to connect with their heritage and express their cultural pride. This study delves into the factors that drive Chinese travelers to embrace traditional Chinese ethnic clothing as a means of self-expression and cultural representation. Data were collected through an online survey that was distributed to a diverse sample of Chinese travelers, capturing their perspectives on the significance of traditional Chinese ethnic clothing in travel photography. The findings indicate that there are differing motivations across generations and that a desire for cultural connectivity plays a moderating role in the relationship between different generations and their level of interest in traditional costume photo tourism. By understanding these motivations, travel agencies, photographers, and cultural organizations can better cater to the evolving needs and desires of Chinese travelers. Additionally, this study contributes to the broader discourse on cultural identity and globalization, illustrating the ways in which individuals negotiate their sense of self in an interconnected world.

Keywords: Hanfu; intangible cultural heritage; cultural sustainability; photo tourism; ethnic costume photography (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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