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An exploratory study of visitors’ motivations at a heritage destination

An exploratory study of visitors’ motivations at a heritage destination The purpose of this paper is to examine visitors’ motivations for going to the South Luogu Alley, a famous hutong with an over 700-year history in Beijing, China.Design/methodology/approachThe study applied a self-administered questionnaire to collect data from visitors on the main street of the South Luogu Alley.FindingsIt was found that most visitors of the hutong are casual tourists pursuing relaxation, including tension release and spending time with friends and family; seeking authenticity is not visitors’ most important motivation.Research limitations/implicationsThis study used only one hutong to assess visitors’ motivations in hutong tourism, so the results may not be applicable to all hutongs.Practical implicationsThe research on the demographics and different motivations of the South Luogu Alley visitors can be useful to managers of tourism-related organizations.Social implicationsThis study shows that tourists with different motivations for visiting a hutong have varying requirements for authenticity. The reconstruction of some historical hutongs is not always perceived as negative, and the influence of Western cultural elements can be seen as positive if they contribute to the sustainable development of the local culture.Originality/valueThe term “hutonger,” which includes casual visitors, entertainment seekers, authenticity seekers and pure escapees, based on these respective motivations, is introduced to describe the specific groups of hutong visitors and contribute to the hutong tourism literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Insights Emerald Publishing

An exploratory study of visitors’ motivations at a heritage destination

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References (61)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2514-9792
DOI
10.1108/jhti-07-2018-0041
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine visitors’ motivations for going to the South Luogu Alley, a famous hutong with an over 700-year history in Beijing, China.Design/methodology/approachThe study applied a self-administered questionnaire to collect data from visitors on the main street of the South Luogu Alley.FindingsIt was found that most visitors of the hutong are casual tourists pursuing relaxation, including tension release and spending time with friends and family; seeking authenticity is not visitors’ most important motivation.Research limitations/implicationsThis study used only one hutong to assess visitors’ motivations in hutong tourism, so the results may not be applicable to all hutongs.Practical implicationsThe research on the demographics and different motivations of the South Luogu Alley visitors can be useful to managers of tourism-related organizations.Social implicationsThis study shows that tourists with different motivations for visiting a hutong have varying requirements for authenticity. The reconstruction of some historical hutongs is not always perceived as negative, and the influence of Western cultural elements can be seen as positive if they contribute to the sustainable development of the local culture.Originality/valueThe term “hutonger,” which includes casual visitors, entertainment seekers, authenticity seekers and pure escapees, based on these respective motivations, is introduced to describe the specific groups of hutong visitors and contribute to the hutong tourism literature.

Journal

Journal of Hospitality and Tourism InsightsEmerald Publishing

Published: May 21, 2019

Keywords: Motivation; Authenticity; Heritage destination; Hutong culture in Beijing; South Luogu Alley

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