Title: The dialogue between tradition and modernity: exploring creative cultural tourism design in the 'internet plus' era

Authors: Yuanyuan Zong; You-Yu Dai; Tianyu Wu; Danwei Bu

Addresses: Department of Marketing and Tourism Management, National Chiayi University, No. 580, Sinmin Rd., Chiayi City, Taiwan; School of Tourism Management, Wuhan Business University, No. 816, Dongfeng Rd., Wuhan Economic & Technological Development Zone, Wuhan City, Hubei Province, China ' International Business School, Shandong Jiaotong University No. 1508, Shuangdao Bay for Science and Technology, Weihai City, Shandong Province, China ' School of Tourism Management, Wuhan Business University, No. 816, Dongfeng Rd., Wuhan Economic & Technological Development Zone, Wuhan City, Hubei Province, China ' School of Tourism Management, Wuhan Business University, No. 816, Dongfeng Rd., Wuhan Economic & Technological Development Zone, Wuhan City, Hubei Province, China

Abstract: A heterogeneous developmental model of tourism resources in modern cities would result in a lack of vitality in the local culture. Creative cultural tourism design in the 'internet plus' era is an important issue in the development of cultural tourism integrated with creative elements. Taking Hankou historic blocks as an example, the researchers conducted a qualitative study using a combination of the volunteer-employed photo method and photo-elicitation interview to explore the framework of the experiencescape for displaying creative cultural tourism design. The results reveal four categories of experiencescapes (i.e., cultural, functional, technological, and servicescape) associated with design elements. Six tourist emotions evoked from visiting these experiencescapes and their respective elements were also categorised. The findings contribute to exploring creative cultural products at the historic block level and offer marketing implications for (re)designing more effective projects from a tourism perspective.

Keywords: creative cultural tourism design; experiencescape; volunteer-employed photo; VEP; method; photo-elicitation interview; PEI; China.

DOI: 10.1504/IJTMKT.2022.126264

International Journal of Technology Marketing, 2022 Vol.16 No.4, pp.421 - 441

Received: 21 Aug 2021
Accepted: 29 Nov 2021
Published online: 18 Oct 2022 *

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