How the Co-Creation of Cultural Experiences Between Hanfu Tourists and the Destination Experiencescape Influences Revisit Intention: A Moderated Mediation Model Based on Memorability, Authenticity, and Place Attachment

Lifan Wang and Zeqing Mao

SAGE Open, 2025, vol. 15, issue 3, 21582440251378163

Abstract: Hanfu has sparked a national tourism trend in China and caught the attention of many researchers. This study focused on the co-creation of cultural experiences between Hanfu tourists and the destination experiencescape. To investigate the underlying mechanism through which Hanfu influences tourists’ behavioral intentions to revisit a cultural destination, we integrated memorability, authenticity, and place attachment into our model. Provided the absence of operational scales for measuring Hanfu tourists’ culture-related motivations, we first conducted a pilot study ( n  = 374) to refine and validate the scale, producing a four-factor structure: historical, performative, social, and spiritual. We then proceeded to estimate a moderated mediation model in the main analysis ( n  = 877). Results indicated that Hanfu tourists’ culture-related motivations positively predicted their perceptions of memorability and authenticity, both of which were significantly associated with their revisit intention, with place attachment serving as a reliable mediator. The destination experiencescape was found to have significantly positive interactions with Hanfu tourists’ culture-related motivations, particularly with their performative motivation on memorability and their historical motivation on authenticity.

Keywords: Hanfu; experiencescape; co-creation; cultural experience; place attachment (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251378163

DOI: 10.1177/21582440251378163

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