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Scale development and validation of anime tourism motivations

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  • Shang Liu
  • Dan Lai
  • Songshan (Sam) Huang
  • Zhiyong Li

Abstract

Anime tourism has emerged as an important form of tourism resulted from both online and offline human activities and interactions. However, investigations into anime tourism motivations remain limited. Using Chinese anime tourists as study subjects and employing a mixed methods approach, this study develops a five-dimension anime tourism motivation scale with sufficient reliability and validity. The five motivational factors are anime authenticity seeking, novelty, escape/relaxation, socialisation, and anime cultural exploration. The results help understand unique anime tourist behaviours, expand the current knowledge of media-induced tourism, and extend contemporary cultural consumption literature. Based on the results, theoretical and managerial implications were discussed.

Suggested Citation

  • Shang Liu & Dan Lai & Songshan (Sam) Huang & Zhiyong Li, 2021. "Scale development and validation of anime tourism motivations," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(20), pages 2939-2954, October.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:20:p:2939-2954
    DOI: 10.1080/13683500.2020.1854198
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