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

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.