Destination experiencescape for Hanfu tourism: Scale development and validation

Abstract

Destination experiencescape is a multistakeholder marketing concept on the experiential components of the destination environment provided for tourists. However, limited studies have considered conceptualizing experiencescape from a multistakeholder perspective and proposed it at the destination level. This study aims to develop a valid scale to identify the components of destination experiencescape in the context of Hanfu tourism from a multistakeholder perspective. Through a rigid development procedure, a 26-item scale represented by seven dimensions entailing (1) cultural component, (2) social component, (3) sensory component, (4) destination hospitality cultural component, (5) functional component, (6) technological component, and (7) natural component was proven to have acceptable scale reliability and validity. The resultant scale is a practical assessment mechanism for designing a destination experiencescape for Hanfu tourism and a valuable reference for marketing on integrating costume-laden traveling into destinations.