Who wears Hanfu clothing when they travel? Who wears Hanfu clothing when they travel? Current Issues in Tourism. However, Han clothes (Hanfu) are little known outside of China. This research selected Xi’an, a famous historical city, as the case to collect data using the survey questionnaire method. The Han culture is the Chinese national culture as well as a significant part of the world’s costuming heritage. Two-step clustering was used to prepare a market segmentation of this form of cultural tourism. Factor analysis explored the variables involved in the cultural tourism experiences of wearing Hanfu clothing. Tourists who wore Hanfu clothing while travelling were classified into the four types of immersive cultural, aesthetic experience, culturally refined, chinese traditional dress hanfu and passing tourists. The experience of wearing Hanfu clothing was influenced by the five factors of entertainment, aesthetics, culture, escape, chinese traditional clothing and cosplay (costume play). These groups had dissimilar sociodemographic characteristics and experience priorities. This research expands the knowledge on Hanfu clothing and cultural tourism experiences and provides insights for the management of cultural tourism destinations.
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