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Rethinking traditional Chinese culture: A consumer-based model regarding the authenticity of Chinese calligraphic landscape

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  • Zhou, Qilou (Bill)
  • Zhang, Jie
  • Edelheim, Johan R.

Abstract

Chinese calligraphy is a Chinese traditional cultural symbol, acting as an art form unifying literature, history, and painting. Calligraphic landscapes are common attractions in China's tourism destinations. The purpose of this study was to explore how tourists' attitudes towards calligraphy impact perceptions of authenticity. This paper further develops Kolar and Zabkar's (2010) model by adding attitude variable which differs from motivation into the model, and amending the relationship between various variables in the structural model. A confirmatory factor analysis and structural equation modelling were performed using LISREL 8.51. This research concludes that public ignorance of traditional culture affects perceptions of authenticity and leads tourists to attribute importance to the aesthetics and form of the objective material, rather than to focus on the inner experience found in the traditional Chinese calligraphic arts. Thus tourists remain stuck in the shallow level of heritage and cultural tourism experiences. The managerial and marketing implications of authenticity within this and other contexts are then discussed.

Suggested Citation

  • Zhou, Qilou (Bill) & Zhang, Jie & Edelheim, Johan R., 2013. "Rethinking traditional Chinese culture: A consumer-based model regarding the authenticity of Chinese calligraphic landscape," Tourism Management, Elsevier, vol. 36(C), pages 99-112.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:99-112
    DOI: 10.1016/j.tourman.2012.11.008
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    1. Bryce, Derek & Curran, Ross & O'Gorman, Kevin & Taheri, Babak, 2015. "Visitors' engagement and authenticity: Japanese heritage consumption," Tourism Management, Elsevier, vol. 46(C), pages 571-581.
    2. Hung Wan Kot & Ming-Hsiang Chen & Ching-Hui (Joan) Su & Yu-Xia Lin, 2024. "Tang poetry and tourism: Cultural effects after 1000 years," Tourism Economics, , vol. 30(1), pages 152-173, February.
    3. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    4. Zhou, Qilou (Bill) & Zhang, Jie & Zhang, Honglei & Ma, Jinhai, 2015. "A structural model of host authenticity," Annals of Tourism Research, Elsevier, vol. 55(C), pages 28-45.
    5. Yan, Bing-Jin & Zhang, Jie & Zhang, Hong-Lei & Lu, Shao-Jing & Guo, Yong-Rui, 2016. "Investigating the motivation–experience relationship in a dark tourism space: A case study of the Beichuan earthquake relics, China," Tourism Management, Elsevier, vol. 53(C), pages 108-121.
    6. Kirillova, Ksenia & Wang, Dan & Lehto, Xinran, 2018. "The sociogenesis of leisure travel," Annals of Tourism Research, Elsevier, vol. 69(C), pages 53-64.
    7. Yu, Xiaojuan & Xu, Honggang, 2016. "Ancient poetry in contemporary Chinese tourism," Tourism Management, Elsevier, vol. 54(C), pages 393-403.
    8. Jin, Yu & Xi, Haonan & Wang, Xuhui & Ren, Xin & Yuan, Libin, 2022. "Evaluation of the Integration Policy in China: Does the Integration of Culture and Tourism Promote Tourism Development?," Annals of Tourism Research, Elsevier, vol. 97(C).
    9. Yuqing Liu & Ye Li & Wenjie Tao & Qingsheng Wang, 2024. "Measuring intangible cultural heritage image: A scale development," PLOS ONE, Public Library of Science, vol. 19(6), pages 1-20, June.
    10. Jiang, Zhijie & Yu, Jiayuan & Zhou, Qilou (Bill) & Shi, Fei & Tang, Wenyue, 2018. "Revisiting the Chinese calligraphic landscape," Annals of Tourism Research, Elsevier, vol. 68(C), pages 1-3.
    11. Tan, Wee-Kheng & Huang, Shih-Yin, 2020. "Why visit theme parks? A leisure constraints and perceived authenticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Tonghao Zhang & Ping Yin & Yuanxiang Peng, 2021. "Effect of Commercialization on Tourists’ Perceived Authenticity and Satisfaction in the Cultural Heritage Tourism Context: Case Study of Langzhong Ancient City," Sustainability, MDPI, vol. 13(12), pages 1-16, June.
    13. Rickly, Jillian M., 2022. "A review of authenticity research in tourism: Launching the Annals of Tourism Research Curated Collection on authenticity," Annals of Tourism Research, Elsevier, vol. 92(C).
    14. Olga Kosykh & Hanna Roh & Robert Hart, 2023. "Self-Expressiveness in Slow Tourism as a Sustainable Driver: The Trans-Siberian Railway Travel Experience," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
    15. Sizhen Lai & Shuning Zhang & Ling Zhang & Hsien-Wei Tseng & Yan-Chyuan Shiau, 2021. "Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    16. Matheson, Catherine M. & Rimmer, Russell & Tinsley, Ross, 2014. "Spiritual attitudes and visitor motivations at the Beltane Fire Festival, Edinburgh," Tourism Management, Elsevier, vol. 44(C), pages 16-33.

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