Embodied Hanfu culture experiences among tourists in historical Luoyang, China

Embodied Hanfu culture experiences among tourists in historical Luoyang, China | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Embodied Hanfu culture experiences among tourists in historical Luoyang, China Zhongjuan Ji, Chenchen Jia, Zhang Lu This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7193860/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Wearing national customs has become popular among youth and led to the emergence of experiences for consumers focused on hanfu, a traditional form of Chinese attire. Although such experiences are often integrated into tourism activities that offer unique, participatory experiences, the topic has been largely overlooked in research on tourism study. In a case study on Luoyang, China, the ancient capital of the Han dynasty, interviews were conducted to examine the characteristics and development of hanfu embodied experiences. The results indicate that embodied hanfu experiences can be categorised as the hanfu makeup experience and the hanfu travel experience, both of which encompass psychological and physical dimensions that afford tourists diverse physical and emotional insights. Cultural, social, and commercial ambiance play crucial roles in shaping embodied hanfu experiences, as does the construction of the scene in which hanfu is worn. Therein, the behavior of tourists and of bystanders influences the other. Social science/Anthropology Humanities/Cultural and media studies Social science/Cultural and media studies Scientific community and society/Geography Social science/Geography Biological sciences/Psychology Social science/Psychology Humanities/Religion Social science/Sociology Figures Figure 1 Figure 2 Figure 3 Introuduction Amidst growing cultural confidence and national pride among generations born after 1990 and after 2000, there has been a noticeable revival of interest in traditional culture, particularly in hanfu—a traditional form of Chinese attire—that has gained considerable traction. As a result, an increasing number of tourists are choosing to wear hanfu clothing while travelling. Such experiences, hereafter called “hanfu experiences”, are comprehensive engagements that integrate physical, mental, and contextual dimensions and underscore the significance of physical participation, psychological transformation, and situational influences on tourists. Wearing hanfu facilitates both physical and mental experiences through interactions with the attire and makeup, as well as through tourists’ physical presentations during the tour, all of which fosters meaningful travel experiences. The concept of embodiment provides a unique framework for examining the emerging trend of hanfu experiences in tourism. Embodiment, in emphasising the active role of the body, suggests that the experience for tourists arises from the interplay between a tourist’s physical presence, mental state, and environmental context. Investigating the interrelations between the tourist’s body, mind, and context is crucial for a nuanced understanding of the experiences of individuals who engage with hanfu. Taking an embodied approach to studying the hanfu experience can therefore elucidate the underlying mechanisms contributing to its formation. Although scholarly inquiry into such embodied experiences remains in its infancy, the novelty of hanfu experiences as a tourism phenomenon warrant research dedicated to exploring embodiment in relation to such experiences. Luoyang, recognised as the ancient capital of the Han dynasty, possesses a rich cultural heritage. In recent years, Luoyang has emerged as a significant destination for traditional culture, with hanfu experiences becoming a vital component of the city’s cultural tourism. The hanfu experience industry in Luoyang, also showing robust development, attracts numerous tourists due to its favourable cost-to-performance ratio. The industry has even established a comprehensive supply chain that includes hanfu research, production, rental, makeup, and travel photography. Traditional culture enhances tourists’ experiences by providing immersive and participatory opportunities, thereby expanding the scope of tourism experiences. Consequently, it is imperative to investigate the content and characteristics of embodied experiences associated with hanfu, along with the mechanisms underlying its formation. Literature review Tourism experiences and Hanfu experiences. The term experience encompasses both psychological and physical dimensions. Psychologically, experience is intricately linked to emotions and represents a state of feeling enlivened by stimuli (Meng 2000). Because experience possesses an affective quality that invariably induces psychological changes (Fan and Xie 2017), psychology often conceptualises experience as a psychological state. From a phenomenological perspective, by comparison, experience is viewed as the process through which an individual’s body interacts with the external world (Merleau-Ponty 2001). Experience is inextricably tied to both the psyche and the body and arises from bodily participation, with both the psyche and body transforming during and after the experience. The perspective also maintains that experiences are context-dependent, with variations arising from different situational factors. The tourism experience is generated through travel activities in which tourists are physically and psychologically influenced by their encounters at travel destinations that have them use their senses and bodies. MacCannell (2013) has posited that the tourism experience represents individuals’ positive responses during the pursuit of “authenticity” to navigate the challenges of real life. Meanwhile, from a semiotic perspective, Culler (1981) has suggested that the tourism experience involves tourists’ constructing and interpreting the signs and landscapes of their destinations. Scholars in China, by some contrast, have characterised the tourism experience as a brief leisure activity undertaken by individual tourists within a tourism context, one that emphasises the psychological pleasure derived from physical and mental engagement (Long 2005, Xie and Peng 2005). Tourism experiences can not only evoke both physical and mental sensations but also significantly influence tourists’ cognitive processes. Research on tourism experiences, first undertaken in Western countries in the 1960s, has shown a marked increase since the 1990s (Cohen 1979). By contrast, research on tourism experience in China in particular only began in the 1990s, with Professor Xie Yanjun being among the early contributors to the field (Song and Sun 2006, Ma and Xie 2015). Since 2005, however, the volume of studies on tourism experiences has surged. To date, extensive academic inquiries have been conducted on various aspects of the tourism experience (Cohen 1979, Xie 2015), including its content, types, characteristics (Fan and Xie 2017), and contributing factors (Song and Sun 2006). In the context of cultural confidence, there is a growing appreciation for cultural experiences as traditional culture increasingly permeates the lives of the general populace, a dynamic that hanfu experiences exemplify (Zhou and Zhu 2024). A hanfu experience typically involves tourists’ donning hanfu dress or engaging in the complete hanfu styling process, including makeup and hairstyling, while participating in activities at a destination. The cultural significance of hanfu spans multiple historical epochs, from the Spring and Autumn Period in ancient China through the Ming dynasty (Fig. 1 and Fig. 2 ). While the aesthetic value of hanfu often garners attention, hanfu’s public acceptance has led individuals to favour more subdued styles for everyday wear, including Song-style long shirts and pleated skirts, as opposed to more elaborate hanfu apparel, which is less suited for daily use. Consequently, tourism presents an opportunity to experience the grandeur of hanfu. The content of hanfu experiences primarily encompasses costume rentals, makeup, and hairstyling and has even evolved to include photography services. The styling of hanfu is influenced by prevailing trends, and various styles have gained popularity at different times. Establishments providing hanfu experiences also promote corresponding styles based on those trends, which results in a diverse array of hanfu experiences on offer. Photos Source: https://www.bilibili.com/video/BV1TA411M71Y Photos Source: Tang Dynasty https://www.bilibili.com/video/BV1Rv411e7Ga Song Dynasty https://www.bilibili.com/video/BV1Rv411e7Ga Ming Dynasty https://www.bilibili.com/video/BV1gF411q7k6 Embodiment and travel experience. Since the beginning of the 21st century, the theory of embodiment, which advocates the unity of body and mind, has gained traction. Veijola and Jokinen (1994) were among the first to assert that research in tourism should incorporate the body as a focal point of study. In 2015, China’s academic community began to recognise the potential of embodied theory for understanding tourism experiences (Fan and Xie 2016). The concept of embodied experience posits that a tourist’s experience is shaped by the interaction of their body, mind, and external environment. Research themes related to embodied tourism experiences, both domestically and internationally, include the relationships between embodiment and gender (Bowen and Heather 2005, Wilson et al. 2019, Reddy-Best and Olson 2020), culture, self-identity (Palmer, Andrews, 2019), the significance of embodied experiences in tourism (Matteucci 2014, Fan 2020), and niche tourism experiences (Yang et al. 2022), including food tourism (Zhu et al. 2023). Embodied experience comprises three dimensions: physical, psychological, and context. First, the physical dimension encompasses both the physical body, including sensory organs and limbs, and the subjective body, which is co-constructed through interactions with the tourism environment (Fan and Xie 2019). That perspective on the dimension reflects a paradigm shift in academic understandings of the body, which now recognise it as an active participant instead of a mere vessel (Pritchard 2007, Ye 2019). Second, the psychological dimension integrates concepts from psychology with tourism to explore aspects such as travel motivation and consumer psychology, with emotions, feelings, and psychological cognition being pivotal topics of research. Last, the context dimension, as defined by sociologists, pertains to the conditions under which events transpire and their influence on bodily behaviour (Lutz and Kakkar 1975). The physical and behavioural environments within the tourism context collectively constitute the tourism situation (Xie 2005, Cohen and Cohen 2019). The embodied experience’s emphasis on the unity of body and mind suggests that the active engagement of the body and psychological experiences are interdependent. The interplay of the body, mind, and context collectively shapes the outcomes of embodied experiences (Crouch and Desforges 2003, Ma 2022). A comprehensive travel experience for tourists necessitates the simultaneous presence of both body and mind and leverages physical and psychological dimensions to achieve perceptual engagement (Xie 2005). Research on embodied experiences in tourism delineates the bodily dimension as being the physical body, including sensory experiences, and the subjective body, primarily concerning bodily cognition (Ma 2022). Between them, the psychological dimension encompasses emotions, feelings, and cognition, with cognition serving as a shared category that bridges both the bodily and psychological dimensions (Iso-Ahola 1982, Dai and Chen 2009). Embodiment also underscores that tourists gain travel experiences within specific contexts with various atmospheric and behavioural elements (Saxena 2018, Wu and Tang 2018). Thus, embodied hanfu experiences arise from the interaction between tourists and the contextual elements of the travel destination, as captured in the proposed analytical framework for embodied hanfu experience shown in Fig. 3 . Materials and methods Case selection and introduction. Luoyang, historically called “the Divine Capital” and Luoyi, is a city located in western Henan Province along the middle and lower reaches of the Yellow River. With a history as a capital city spanning more than 1,500 years, Luoyang is regarded as one of the cradles of Chinese civilisation and ranks among the four great ancient capitals of China. A central hub during the Sui and Tang dynasties, the city features numerous historical sites and renowned cultural heritage locations, including the Longmen Grottoes and the White Horse Temple. Its tourism resources include both tangible natural and cultural attractions along with intangible cultural heritage. In recent years, the intangible cultural heritage and traditional culture within Luoyang’s tourism offerings have attracted significant interest, with hanfu emerging as a prominent cultural element in Luoyang’s tourism landscape. Luoyang’s hanfu experience industry, nationally recognised for its scale, has become a popular destination for hanfu enthusiasts on social media platforms. In recent years, the term “Luoyang hanfu” has enjoyed significant use, with the ancient city ranking first on Douyin Black Board’s list of the most popular hanfu check-in locations in 2023. The topic “Luoyang hanfu” on Xiaohongshu has also amassed more than 110,000 posts, while related discussions on Weibo, including on “Luoyang hanfu”, “How popular can Luoyang hanfu be”, and “Luoyang hanfu is truly amazing”, have collectively attracted approximately a million views. During the 2023 Spring Festival, the hanfu experience at the Luoyang Ancient City scenic area saw a surge in popularity and prompted the rapid emergence of numerous shops oriented towards hanfu experiences, some of which were converted overnight from tyre shops to hanfu boutiques. In the same year, the China World Ethnic Culture Exchange Promotion Association designated Luoyang as the “Chinese Hanfu Culture Capital”. Last, the primary demographic engaging in hanfu experiences consists of young individuals, as evidenced by its popularity on social media and the dynamics of offline experiences. All of the above makes Luoyang an ideal case study for hanfu tourism experiences. Data collection and analysis. For data collection, methods of participatory observation were followed. In particular, to address seasonal variations, field studies were conducted at the case site in July 2023 and January 2024. Guided by the research framework and relevant literature, interview and observation outlines were developed to facilitate semi-structured interviews and observations with hanfu operators, tourists, and other stakeholders at the case site. The primary data collected included the developmental trajectory of hanfu tourism experiences in Luoyang, the operational conditions of the providers, the makeup and styling processes associated with hanfu experiences, and the physical and psychological perceptions of tourists during their engagement with hanfu. To ensure the data’s accuracy and scientific rigour, I participated in the complete process of the hanfu experience from a tourist’s perspective in an act of self-ethnography during the initial field study. Ultimately, 21 tourists and three representative local hanfu experience operators were interviewed, which resulted in approximately 100,000 words of transcribed textual data. The demographic characteristics of the interviewees appear in Table 1 , in which interviewee codes HF1–HF21 denote tourists and JY1–JY3 denote operators. Table 1 Demographic characteristics of respondents Code Gender Age Source Additional information HF1 Woman 18 Zhumadian, Henan Province Travelling with friends, first experience HF2 Woman 18 Zhumadian, Henan Province Travelling with friends, first experience HF3 Woman 19 Hong Kong, China Travelling in a group, first experience HF4 Woman 23 Zhoukou City, Henan Province Travelling with friends, first experience HF5 Woman 20 Linyi, Shandong Province Travelling with three friends, second experience HF6 Woman 20 Shandong Province Travelling with family HF7 Woman 19 Shandong Province Travelling with friends, first experience HF8 Woman 24 Zhoukou City, Henan Province Travelling with family, first experience HF9 Woman 19 Xingtai City, Hebei Province Travelling with friends, first experience HF10 Man 20 Nanchang, Jiangxi Province Travelling with friends, first experience HF11 Woman 19 Kaifeng City, Henan Province, China Travelling with friends, first experience HF12 Woman 22 Suzhou, Jiangsu Province Travelling with friends, first experience HF13 Woman 44 Luohe City, Henan Province Travelling with family, first experience HF14 Woman 34 Luohe City, Henan Province Travelling with family, first experience HF15 Woman 25 Suzhou, Jiangsu Province Travelling with friends, Hanbok enthusiast, many experiences HF16 Man 25 Xianyang City, Shaanxi Province Travelling with friends, first experience HF17 Woman 30 Shandong Province Travelling with family, first experience HF18 Woman 46 Zhoukou City, Henan Province Travelling with family, first experience HF19 Woman 50 Luoyang, Henan Province Travelling with three friends, many experiences HF20 Woman 23 Xi’an City, Shaanxi Province Travelling with friends, first experience HF21 Woman 23 Zhoukou City, Henan Province Travelling with friends, first experience JY1 Man 30 Luoyang, Henan Province Staff member at Chinese dress shop responsible for receiving customers JY2 Woman 35 Luoyang, Henan Province Clerk at Chinese dress shop in charge of customer service JY3 Woman 30 Luoyang, Henan Province Freelance makeup artist in a Chinese dress shop in charge of visitors’ makeup Thematic analysis was performed to interpret the data, which involved extracting common attributes and themes from the collected textual content to derive findings. The primary steps generally include familiarising oneself with the text, conducting three levels of coding (i.e. open coding, axial coding, and selective coding), constructing themes from the codes, and drawing conclusions based on those themes. Open coding. The textual data were processed by identifying key statements, constructing codes, classifying the codes, and assigning attributes to them. Next, based on the three dimensions of embodied experience—body, psychology, and context—the research theme was clarified. Basic concepts were subsequently extracted from the interview transcripts, and relevant codes associated with the three dimensions were selected and irrelevant codes discarded. Ultimately, six categories were identified at the body dimentsion (i.e. tactile, visualisation, auditory perception, olfactory perception, Somatic perception, and bodily cognition), three at the psychology dimentsion (i.e. emotions, Affections, and psychological cognition), and six categories at the context dimentsion (i.e. cultural atmosphere, social atmosphere, commercial atmosphere, scene creation, tourist behaviour, and the behaviour of others). The open coding results are summarised in Table 2 . Table 2 Examples of open codes Coding of main categories. Based on logical relationships, the categories derived from the open coding were analysed. Related categories were merged into new ones, and names were assigned to them. For example, “Touch”, “Vision”, “Hearing”, and “Smell” were consolidated into “Sensory experience”; “Actions” was merged into “Bodily perception”; “Gender”, “Appearance”, and “Physical anxiety” were combined into “Bodily cognition”; and emotions such as disappointment, happiness, and confidence were grouped into “Emotional experience”. Meanwhile, “Aesthetics” and “Meaning of the experience” were categorised as “Psychological cognition”, whereas “Cultural atmosphere”, “Social atmosphere”, “Commercial atmosphere”, and “Scene creation” were merged into “Atmospheric context”. Last, “Tourist behaviour” and “Behaviour of others” were combined into “Behavioural situations”. The results of coding the main categories appear in Table 3 . Dimension Scoping Conceptualisation Representative statement(s) Body Tactile sensations Makeup application “My makeup isn’t very comfortable, and the bottom makeup is floating powder” (HF11). Skin-friendliness of clothes “The clothes are a little tight” (HF14). “The cloth feels very hard” (HF9). Visualisation Hanbok colour scheme “The colour matching the hanfu suit I wear is relatively fresh” (HF1). Auditory perception Hearing “My makeup is too white, like a ghost” (HF18). “When I went to the ancient city at night, I heard the sound of singing in loud voice as soon as I entered the door, which made me feel very noisy” (HF15). Olfactory perception Flavour “Because the clothes are rented, I don’t know whether they are dry or not, and the smell isn’t good” (HF8). Somatic perception Action “It’s easy to step on the skirt when going up and down the stairs and even fall” (HF1). “It’s inconvenient because the skirt is long and the sleeves are long” (HF3). Bodily cognition Gender “Women should have higher requirements for makeup than men” (HF20). Looks, body anxiety “I feel a little anxious about my appearance at ordinary times, and I feel fat and like I have swollen eyes and single eyelids” (HF11). “I’m not very tall. I’ll look short when I wear many clothes. I’ll especially wear clothes in tall sizes and shoes with heels” (HF12). Psychology Emotions Disappointment, happiness, etc. “Let’s compare the assembly line. I want my hair to be made up slightly differently from others” (HF3). “I really felt very good and satisfied” (HF19). Affections Curiosity, admiration, etc. “I haven’t tried this before. It’s very interesting” (HF4). “It’s beautiful at night, especially the clouds” (HF7). Psychological cognition Experiencing meaning “Life is about constantly experiencing new things” (HF5). “We’re busy in life, but when we travel, we just relax” (HF19). Context Cultural atmosphere Cultural propaganda, promotion “I think Luoyang is better than other cities. Luoyang really attaches great importance to hanfu clothing culture and traditional culture” (HF9). Friendly interaction “There was a girl who wore very beautiful clothes. I asked her where she got her makeup done” (HF12). Social atmosphere Roadrunner attitude “Most people are more apathetic. They have their own pace of life and don’t care about others’ clothes” (HF1). “The drivers in Luoyang are very enthusiastic and will chat with us and recommend things” (HF2). Government support “The government is rarely directly involved and only supports. For example, in Luoyang we’re now promoting to some treasure mothers or people who haven’t found jobs to train for free in putting on makeup” (JY3). “With market supervision, we’re all (the market) under unified management” (JY1). Commercial atmosphere Cultural and creative products “There’s an old brand selling cream in the ancient city that’s said to be an old brand in Luoyang. I’ve never seen it in other places” (HF20). Degree of commercialisation “It’s a little bad. There are other scenic spots here, too. The difference is not huge” (HF10). “The things bought outside and inside the scenic spot are exactly the same. Fans and refrigerator stickers make it feel like a place of commerce and not very special” (HF16). Scene creation Landscaping, signage, etc. “Many scenic spots are in space, and there’s no good landscaping” (HF15). “There’s no information board. I feel dizzy when I wander” (HF7). Scenic spots “Jiuzhou Pool”, “Luoyi Ancient City”, “Yingtian Gate”, “Mingtang”, “Baima Temple”, Laojun Mountain” etc. Behavioural Context Shopping, making appointments, taking selfies, eating, sharing, etc. “I went to Xigong Street and ate there” (HF1). “Appraised stores are specially arranged online” (HF8). “I want videos with family members to show them how good looking and interesting Luoyang is” (HF14). Behaviour of others Eating, helping, recognising peers, instructing, etc. “When partners are together, they’ll take pictures of each other” (HF9). “An old man told us how to wear this dress better” (HF1). Table 3 Main category codes Scoping Conceptualisation Representative statements Physical experience Sensory experience Tactile: Makeup is convincing, skin-friendly, hard, slippery, soft Visuals: Colour scheme, flatness, clean garments, transparency, threads, creases, scenery, scenes, off-cuts Smell: Odours, smelling, sniffing, floral, food odours Auditory: Noise, compliments, criticism, shouting, sounding Physical body experience Actions: Moving, going up and down stairs, riding, lifting, hot, cold, shivering, bobbing head, walking, legs, holding, arms, posing, removing makeup, pressing scalp Bodily cognition Sex: Girls, boys, men, sons Looks and physical anxiety: Swollen, dark, short, fat, thin, tall, short, anxious looks, flesh covering Psychological experience Emotional experience Emotions: Ha-ha, constrained, hesitant, disappointed, happy, good, indifferent, angry Affection experience Curiosity: Interesting, never seen before, first time, unique, try it out Sense of self-confidence: Self-assured, obsessed with beauty, holding one’s head up high, not intimidated Exclamation: Wow, special, beautiful, oh my, look at that, oh my, it really is Sharing desire: Sending friends [e.g. photos], playing videos, showing family members [e.g. photos], vlog Immersion: Travel, costume drama, generation, imagination, fatalism, princesses, nostalgia Psychological cognition Aesthetic: Pretty, beautiful, ornate, fresh, elegant, atmospheric, quaint, Meaning of the experience: Novelty, experimentation, relaxation, change, process, satisfaction, self-pleasure Ambience Cultural atmosphere Culture: History and culture, Hanbok culture, heritage, thick, ancient capital Social atmosphere Social: Warm, complimentary, instructive, inclusive Commercial atmosphere Business: Commercialisation, cultural creativity, prices, characteristics, specialties, stores, commercial atmosphere, facilities Scene creation Scenery: Layout, architecture, plants, signs, guidelines, walls, houses, lanterns, foot traffic Behavioural situations Behavioural context Chat, shopping, taking photos, vlog, eating, video calling, appointment, exchange, watching performances, inquiry, camera Behaviour of others Peers: Sharing, communicating, discussing, helping, encouraging, complimenting Selective coding. Meticulously analysing and comparing the main categories allowed establishing a pathway for embodied hanfu experiences. Such experiences consist of two distinct processes: one involving the hanfu makeup and styling experience, the other related to the hanfu tourism experience. In the initial process, the sensory experience during the tourist’s bodily engagement is crucial. During the makeup and styling experience, the body perceives the hanfu experience through visual, tactile, olfactory, and auditory senses, which simultaneously stimulates specific psychological responses. The behaviours of staff and makeup artists within shops dedicated to hanfu experiences can trigger specific behaviours (e.g. communication) and psychological responses from tourists. In the subsequent process, the psychological experience of tourists becomes the focal point, with the atmospheric context being a significant factor. Therein, tourists’ bodily experiences are shaped through physical movement and sensory perception focused on their perception of the travel destination’s atmosphere and the impact of hanfu styling on their bodies. The behaviours of others and the ambiance of the destination stimulate tourists’ behaviours and psychological experiences. For example, compliments from passersby may evoke feelings of joy, while the interplay of lantern light and ancient architecture can evoke nostalgia that prompts tourists to consider taking photographs. Altogether, the foundation of the embodied hanfu experience lies in the interaction between the tourist’s body and the travel destination, known as bodily presence. Through this bodily presence, tourists engage in the initial stage of the embodied hanfu experience the hanfu dressing experience during which they develop psychological awareness. Upon completing of the hanfu dressing, the embodied experience transitions into the second stage the hanfu tourism experience. Through bodily presence, tourists perceive the atmosphere of the travel destination, are influenced by the actions of passersby, and undergo psychological experiences and behavioural contexts. Throughout this process, interactions with travel companions encourage tourists to engage in shared behaviours. Results Personal experience: Bodily experience In the context of embodied hanfu experiences, the body primarily serves as a receptor for travel experiences in light of sensory perceptions and physical movements; however, the agency of the body is also evident in bodily cognition. Sensory experiences permeate both processes of the embodied hanfu experience, while bodily perception is predominantly manifested during the hanfu embodied tourism. According to the coding results, bodily experience encompasses three dimensions: sensory experience, bodily perception experience, and bodily cognition. Physical body experience. Analysis revealed that tourists’ awareness of their physical bodies, including their limbs and heads, is not particularly heightened during hanfu experiences. Most respondents reported minimal pressure related to makeup and styling, with one noting, “The headpiece is manageable; it just feels a bit odd when worn for the first time” (HF1). However, within the framework of embodied tourism, they also reported experiencing physical strain, including soreness in their limbs from extended walking: “After walking for an extended period, my legs are sore” (HF5). The physical discomfort associated with posing for photographs was acknowledged as well: “Posing can be quite exhausting, because I strive for an appealing outcome, which often leads to tension with the photographer” (HF12). Specific bodily perceptions are influenced by the type of makeup and styling chosen by the tourists. For instance, ones selecting Tang-style makeup, which involves multiple wigs and accessories, tend to experience greater physical pressure than ones opting for simpler styles. One respondent remarked, “The first time I opted for a fresh, simple makeup look, I felt no pressure on my scalp; however, during my second experience with the ‘Tang big head’ style, which involved multiple wigs and hair accessories, I was hesitant to move my head freely” (HF15). Sensory experience. During hanfu experiences, respondents engaged their senses to interact with hanfu attire and makeup, primarily their visual, olfactory, tactile, and auditory senses, with visual and tactile perceptions being particularly pronounced. In terms of visual engagement, respondents expressed appreciation for hanfu aesthetics, with one stating, “There are many hanfu outfits in the store, colourful ones, and I took a while to choose” (HF8). Regarding tactile experiences, respondents described their skin’s interaction with hanfu, cosmetics, and hair accessories and shared insights such as, “The foundation doesn’t suit me, and the setting powder didn’t hold well; it came off with just a touch” (HF18) and “The fabric is a bit scratchy” (HF14). In the context of embodied tourism, tourists actively engage their senses to appreciate the scenery of various tourist attractions. One respondent noted, “Because it’s winter, Jiuzhou Pool is relatively empty”. The winter landscape in the northern region is characterised primarily by stones instead of vegetation, although a picturesque pavilion provides an appealing backdrop for photography (HF21). Bodily cognition. In terms of body awareness, respondents showed considerable concern for their physical appearance and figure. They reported that the application of makeup and wearing hanfu or other aesthetically pleasing clothing temporarily alleviated their anxiety over their appearance. One respondent stated, “I wouldn’t venture out without makeup; I get that trendy internet celebrity look at the hanfu store, and once my makeup is complete, I feel exceptionally beautiful and free from anxiety” (HF4). Another noted, “I do experience anxiety about my appearance; I feel unattractive without makeup. The hanfu makeup I received was quite beautiful, and once completed, I felt that even someone like me could be perceived as beautiful” (HF16). Gender-based differences in hanfu experiences were also noted, and respondents indicated that women more than men tended to empathise with one another and receive mutual recognition. Women frequently compliment each other while wearing hanfu and share their experiences. One respondent recounted, “I hired a photographer, and at the hanfu store, I met three girls who were still searching for a photographer. They approached my photographer, and we all proceeded to Jiuzhou Pool together for a photoshoot” (HF12). Diverse inner world: Psychological experience The experience of wearing hanfu evokes a range of feelings among tourists, resulting in emotional, affective, and cognitive psychological experiences. Fuelled by a love of beauty, tourists have specific preferences when it comes to hanfu styling. If they are dissatisfied, then they may show negative emotions; however, as they journey through the experience, they often get immersed in the moment and set their discontent aside. While interacting with hanfu, tourists feel a mix of excitement and anxiety due to its novelty, but being with peers helps to ease their anxiety. On a cognitive level, they experience conflicting emotions; they seek the beauty that hanfu offers to boost their confidence but also maintain self-awareness. In turn, the experience of personal growth enhances their cultural identity. The psychological experience comprises emotional experience, affection experience, and psychological cognition. Emotional experience: Picky, forgetful, and immersed. The psychological experience constitutes the core of the embodied hanfu experience. During the hanfu experience and the process of embodied tourism, tourists initially demonstrate a love of beauty leading to emotional experiences characterised by selectiveness and immersion. Tourists’ psychological responses arise from their evaluations of makeup and interactions with staff. Dissatisfaction with makeup often results in negative emotions such as disappointment and frustration. One respondent expressed, “I was genuinely upset; the adage ‘you get what you pay for’ resonates strongly. I have oily skin, and the foundation applied did not adhere well. As soon as I stepped outside, my makeup began to wear off beneath my glasses” (HF21). However, within the context of hanfu tourism, the perception of the scenery supersedes the scrutiny of makeup, thereby allowing tourists to become engrossed in activities and gradually forget their negative emotions: “I was still somewhat displeased with the makeup, but I forgot about it while enjoying myself. It’s not visible in the photographs” (HF13). Affection experience: Emotional excitement and restraint. Most respondents were experiencing hanfu for the first time, which resulted in feelings of excitement and constraint. The novelty of wearing hanfu generates excitement among tourists, for the hanfu culture captivates their imaginations, as does the destination’s context, which evokes historical and cultural fantasies. One respondent noted, “The primary distinction between hanfu and everyday clothing lies in its cultural significance. Hanfu represents traditional attire, with styles from different dynasties reflecting corresponding historical cultures. Everyday clothing is primarily designed for convenience, but wearing hanfu evokes thoughts of television dramas and ancient individuals” (HF15). While the hanfu experience offers a sense of novelty, it also imposes psychological pressure on some tourists, as manifested in their self-consciousness and behavioural restraint during the embodiment of hanfu while travelling: “I hesitate to make large movements” (HF2) and “I’m constantly aware of the state of my clothing” (HF15). During the hanfu experience and tourism related to it, tourists’ emotions oscillate between excitement and constraint. However, the presence of companions tends to amplify the excitement and encourages tourists to be bolder and more at ease. One respondent remarked, “When I do my makeup and styling alongside my companions, I feel no awkwardness or fear because we all share a passion for hanfu, which fosters a sense of camaraderie” (HF10). Another noted, “I still feel a bit awkward. If I were alone, I would undoubtedly feel out of place, especially because there are individuals who have never seen hanfu, and I worry about being judged for wearing something unusual. However, when I’m with friends, it feels less conspicuous” (HF9). The allure of companionship is also reflected in the emotional support that they provide. Respondents expressed a desire for compliments and positive reinforcement from their companions, and sharing enjoyable experiences with them enhanced their overall satisfaction: “Hearing her [my companion] say she had a wonderful time today brings me great satisfaction” (HF20) and “Having someone accompany you is truly delightful. You can share complaints and experiences” (HF16). Psychological cognition: Contradictory inner self. Anxiety with one’s appearance and body image is prevalent among most visitors engaging with hanfu. They aspire to beauty while maintaining a degree of self-awareness and believing that true beauty is attainable only through makeup. Most respondents indicated that their enjoyment and confidence significantly increased after receiving hanfu makeup and before visiting scenic locations, partly because their appearance anxiety lessened and the novelty of trying something new greatly enhanced their joy and confidence: “After getting makeup, I felt incredibly beautiful, as if I’d never looked that good before, which made me genuinely happy” (HF7). Another respondent added, “Although I’m relatively overweight, wearing hanfu doesn’t highlight that at all. Instead, chubby individuals in hanfu as perceived as being jolly, reminiscent of similar people from the Tang dynasty, which feels quite fitting in Luoyang” (HF11). However, upon removing the makeup and resuming their natural appearances, tourists often experience renewed anxiety about their bodies and appearance: “The makeup is stunning, but it eventually has to be removed. After witnessing such a beautiful version of myself, I wish I could permanently keep the makeup on my face” (HF9). Another respondent stated, “I believe it’s beneficial to experience beauty at the moment, to appreciate my attractive side, while also accepting my less favourable aspects. When I feel beautiful, I try to avoid dwelling on negatives” (HF19). Beneath the anxiety surrounding personal appearance lies a profound appreciation for beauty, albeit with varying degrees of concern. The hanfu experience allows tourists to encounter a distinct form of beauty that contrasts their daily lives and adds memorable, aesthetically pleasing moments to their travel experiences. Wonderful associations: Atmosphere context The context of hanfu, as a representation of traditional Chinese attire, has significant cultural meaning given its diverse styles and patterns. People today often associate hanfu with its historical context, and tourists frequently envision themselves embodying the experience of wearing hanfu, thereby making the atmospheric context of the experience crucial to their enjoyment. A favourable atmosphere can enhance tourists’ sense of immersion and provide both physical and mental gratification. The desire to fulfil the situational atmosphere also prompts tourists to exhibit specific behavioural responses. Cultural atmosphere. Luoyang, recognised as one of China’s four ancient capitals, features both natural landscapes, including Luanchuan, and cultural landmarks, including the Longmen Grottoes, Baima Temple, and the Sui-Tang Luoyang City. Tourists deeply appreciate the cultural ambiance of Luoyang. Furthermore, the city’s promotional branding as “The Divine Capital Luoyang” has ignited tourists’ imaginations regarding the city and its cultural heritage. Such promotional positioning, coupled with the historical atmosphere of ancient architecture, enriches tourists’ cultural experience during their visits. Social atmosphere. Although hanfu has recently emerged as a fashion trend, due to the public’s limited understanding of hanfu culture and the complexities associated with wearing it, few individuals opt for hanfu as everyday attire. Nevertheless, tourism provides the public with opportunities to engage with hanfu. Luoyang has become a prominent destination for hanfu tourism, bolstered by its social atmosphere, and as more individuals experience hanfu, others are increasingly drawn to it: “I discovered online that wearing hanfu allows free entry to scenic spots, which aligns well with Luoyang’s cultural identity. The cultural initiatives in Luoyang are quite commendable” (HF1). Another respondent stated, “I noticed numerous individuals online wearing hanfu in Luoyang, so donning hanfu there doesn’t feel awkward, and I’m unlikely to be regarded strangely” (HF3). The abundance of shops dedicated to hanfu experiences caters to tourists’ experiential needs, and through positive word of mouth, Luoyang has cultivated a social atmosphere favourable to hanfu experiences and thus attracted more visitors. Commercial atmosphere. Scenic areas serve as vital venues for experiencing hanfu, with numerous hanfu experience shops located near well-known attractions in Luoyang. The degree of commercialisation within those scenic areas significantly influences tourists’ experiences. On the one hand, the commercialisation of scenic areas is unavoidable. Appropriate commercialisation enables those locations to offer adequate facilities, products, and services to meet tourists’ needs. As one respondent noted, “There are quite a few hanfu shops here, and the service is commendable. The makeup artist who attended to my daughter’s makeup provided excellent service” (HF17). On the other hand, the commercialisation of scenic areas has led to the homogenisation of certain tourism products and consequently resulted in a lack of differentiation in the hanfu experience for tourists: “The entire street is lined with hanfu shops, and the clothing in each store is quite similar. The makeup is also rather standardised, which creates a situation in which everyone has the same look. I still want a unique experience” (HF5). Scene creation. When discussing hanfu, individuals inevitably associate it with concepts such as ancient style and history. For that reason, most tourists exhibit a preference for cultural and historical attractions featuring ancient architecture: “I believe that wearing hanfu in a setting with classical charm is particularly appealing, because I feel that the style is well-suited” (HF13). Some respondents also expressed a desire for aesthetically pleasing scenic locations: “I don’t have any specific requirements, as long as the scenery is beautiful and the photographs turn out well” (HF18). Field research also revealed that tourists favour scenes near architectural structures, lanterns, flora, and bodies of water. Locations such as steps, pavilions, railings, walls, and bridges are frequently crowded with tourists awaiting their turn to take photographs, and lanterns are the most commonly featured backdrop in the hanfu tourism scene in Luoyang: “In terms of architecture within the scenic area, I prefer classical buildings, particularly ones found in ancient towns in the Jiangnan region, especially at night when the streets are adorned with palace-style red lanterns” (HF13). Tourists also exhibit a strong preference for the ambiance created by nighttime scenes during hanfu tourism: “The illumination at night is particularly stunning, and under those lights, the atmosphere is delightful” (HF15). However, the diverse needs of tourists regarding hanfu photography scenes have not been adequately addressed: “I hope the scenic area can establish scenes that more accurately reflect the atmosphere of the hanfu era by utilising real plants instead of fake ones” (HF10). Overall, the scenic locations in Luoyang lack sufficient variety in settings suitable for hanfu photography. Furthermore, certain scenic areas are deficient in plant life and thus fail to meet tourists’ desires for botanical scenes. Consequently, improvements in layout and landscaping are needed. Beyond that, the unmet demand for suitable scenes is also linked to the high volume of visitors in those areas, for Luoyang’s renowned attractions are often overcrowded. Whether in Luoyang Ancient City, Baima Temple, or the Sui-Tang Luoyang City scenic area, popular locations for photography frequently experience large crowds, which requires long waits in line. Suitable spots are often congested as well, which creates dissatisfaction among tourists: “There are simply too many people. It takes so much time to wait for a photo opportunity, and then someone might take your place. I hope the scenic area can implement measures to manage visitor flows” (HF1). Special reactions: Behavioural context When engaging with hanfu, the primary behaviour exhibited by tourists is photography, including both selfies and photos taken by others. The significance of photography lies in its role as a means of commemoration and sharing, one that reveals tourists’ psychological motivations for self-expression, documentation, and sharing. Moreover, the actions of others can influence tourists in hanfu, while the behaviours of those tourists can also impact the actions of other tourists. For instance, tourists in hanfu who organise photo shoots may affect both other tourists in hanfu and other tourists by occupying photo spots and utilising strong lighting that disrupts others’ visual experiences. Behavioural context. Travel is inherently a unique behavioural context, for tourists engage in both everyday behaviours and specialised behaviours at destinations. Everyday behaviours are actions that are commonplace in daily life, whereas specialised behaviours are closely tied to the tourism context. Specialised behaviours may also encompass actions that could occur in daily life but carry different connotations within the travel framework. For example, a tourist’s everyday behaviour of eating transforms into the experience of sampling local delicacies while travelling. According to one respondent, “Here, the custom is to drink soup, including beef soup and tofu soup, so I participated in the local traditions” (HF13). Another added, “The speciality cuisine in Luoyang includes the water banquet and pot stickers, both of which I tried” (HF21). In the context of the embodied hanfu experience, tourists engage in distinct behaviours at various tourist destinations, including making reservations, taking selfies, accommodating others, and waiting for photo opportunities. The initial behaviour of making reservations is evident in the booking of hanfu experience shops and securing spots at scenic locations. Although Luoyang boasts numerous shops dedicated to hanfu experiences, the quality of those establishments varies significantly. Consequently, some tourists consult social media for relevant information, including cautionary posts, when planning their visits. Popular shops for hanfu experiences, which generally receive favourable reviews, often experience high demand, which requires reservations. One tourist remarked, “There are too many shops, both big and small. We looked online and made a reservation, but we also have to go early; otherwise, we’ll have to wait in line because the shops are so popular, everyone goes there” (HF17). The subsequent behaviour involves taking selfies. Tourists who do not hire a photographer for follow-up shots or group photographs often resort to taking selfies due to either being unaccustomed to being photographed by others or finding the associated costs prohibitive. One respondent remarked, “I didn’t hire a follow-up photographer; it’s too expensive. We just help each other take pictures with friends, but group photos are all selfies, taken with a selfie stick” (HF9). Additionally, behaviours such as accommodating others and waiting for optimal photo opportunities are common. In prominent scenic locations in Luoyang, the presence of follow-up photographers is widespread, and capturing images often requires both seizing the right moment and ensuring an appropriate backdrop, which can result in extended wait times at popular sites. A tourist noted, “There are too many people; the scenic area is full of follow-up photographers. Good spots require waiting in line, just like checking in” (HF5). To accommodate tourists who have prearranged photo sessions, some individuals wait for those sessions to conclude before proceeding. One tourist explained, “We are all wearing hanfu to take photos, so it’s easier for us to understand each other. We’ll wait for her (another tourist]) to finish taking pictures before we go through; we won’t accidentally walk into the frame and disturb others’ photos” (HF7). However, despite their willingness to be accommodating, some tourists may experience frustration: “Others are taking pictures, so it’s not good for us to pass by; we can only wait for them to finish before we go through, but doing this all the time is quite time-consuming” (HF15). Behaviour of others. The behaviours of tourists during their travel experiences can be significantly influenced by the actions of both companions and strangers. Those behaviours primarily include compliments, guidance, and assistance with photography. Compliments from others can positively impact tourists’ psychological well-being. For instance, one tourist stated, “My friend and I compliment each other, and we’re quite satisfied with our makeup. Hearing compliments makes me very happy” (HF16). Another noted, “There was a younger guy who I didn’t know who seemed to be looking at me, so I smiled at him, and he said I looked great, which made me quite happy” (HF2). After getting compliments, tourists often experience a significant boost in happiness, which may manifest in behaviours such as shyness and expressions of gratitude. Conversely, there are instances in which individuals unfamiliar with hanfu offer unsolicited advice, which can cause discomfort. One tourist articulated their frustration in stating, “While taking photos in a bamboo forest at Baima Temple, there was an old man nearby pointing and commenting, which made me angry” (HF1). Furthermore, the act of taking photographs often requires companions to assist with capturing images. When the angles for selfies do not meet tourists’ expectations, companions frequently step in to help, as one tourist remarked, “We help each other take photos. We didn’t hire a photographer, so we have to do it this way” (HF7). Conclusion and discussion Conclusion. This study explored tourist experiences of wearing hanfu through participatory observation and semi-structured interviews. Thematic analysis yielded three key findings. Firstly, embodied hanfu experiences comprise two interconnected stages: makeup preparation and travel engagement. This dual process operates on both physical and psychological dimensions, enabling tourists to gain multifaceted experiences through embodiment. Physically, sensory engagement, particularly manifested through visual aesthetics and bodily awareness, enables tourists to differentiate hanfu from daily attire while exercising corporeal agency in cultural meaning interpretation. Psychologically, tourists demonstrate complex inner states comprising emotional responses such as joy versus restraint, affective drives including sharing desires, and cognitive appreciations spanning aesthetic valuation and cultural identity formation. Secondly, atmospheric context profoundly shapes these embodied experiences. Cultural, social, and commercial environments that particularly resonate with hanfu's heritage essence enhance immersion and intensify mind-body engagement. Through atmospheric scenography and imagination, tourists deepen contextual understanding of destinations, further enriching their hanfu encounters. Thirdly, behavioural interactions within tourism spaces critically influence experiential outcomes. While photography functions as the core commemorative and sharing activity, spatial constraints at popular sites trigger distinctive behavioural intersections, exemplified by queuing for photo opportunities. Notably, tourists accompanied by companions demonstrate heightened confidence and emotional fulfillment. These findings collectively demonstrate that hanfu experiences emerge from dynamic tourist-environment interactions, where physical presence, psychological states, and contextual elements jointly construct journey meanings. Discussion. Building on this understanding, practical enhancements should prioritize two dimensions: First, hanfu experience providers should adopt tourist-centered approaches is essential. Given that costuming and makeup constitute the experiential core, providers should diversify personalized styling options beyond current homogeneous trends, optimize service quality, and establish fair pricing. Customized designs integrating garments with unique makeup would significantly elevate preparatory-stage engagement. Second, tourism destinations should expand associated cultural scenarios and diversify related traditional content to boost tourist participation. Concurrently, scenic area management should optimize crowd control by standardizing photography appointments, leveraging big data for real-time visitor flow monitoring, and regulating ticketing to deter scalpers. Finally, Luoyang tourism planners should develop the hanfu industrial chain and integrate complementary heritage industries into experiential activities, thereby deepening cultural immersion and enriching participatory engagement. Limitations and future research This study provides empirical insights into the embodied Hanfu experience in Luoyang while acknowledging inherent limitations that warrant scholarly attention. The exclusive focus on Luoyang as a single-case investigation offers contextual richness but constrains the generalizability of findings to regions with differing cultural heritage or tourism infrastructures. Future research should pursue comparative analyses across multiple Hanfu cultural epicenters such as Xi’an and Hangzhou to distinguish universal drivers of engagement from location-specific dynamics. Methodologically, the reliance on self-reported tourist surveys and site-specific behavioural observations presents a second constraint. This approach risks overlooking nuanced psychological antecedents and external influences including social media impact and seasonal fluctuations. Incorporating mixed-method designs—for instance, biometric measurements like eye-tracking during cultural performances alongside longitudinal sentiment tracking—would illuminate deeper dimensions of embodied engagement. Declarations Competing interests The author declares no competing interests. Ethical approval All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. The ethics approval was obtained from the Ethics Committee of XXX (Approval No.: USTS2023068) on 9 June 2023. The approval covers all research procedures, including participant recruitment, interviews, and informed consent protocols. Informed consent Informed consent was obtained from all participants prior to their involvement in this study. Written informed consent was secured from each participant following detailed written and verbal explanations provided by the researchers. These explanations covered the study’s purpose, scope, methodology, and any potential risks involved. Participants signed consent forms confirming their voluntary participation, agreement to the use of collected data for scientific purposes, and consent to the anonymous publication of the study’s findings. The informed consent process was conducted and documented by the researchers (XXX and XXX). Specifically, consent forms were signed by 14 participants between 1 July 2023 and 21 July 2023, and by 10 participants between 15 January 2024 and 30 January 2024. The study did not involve special groups or vulnerable individuals such as children, patients, or refugees. No payment or compensation was provided to participants for their involvement. All participants received written assurance that the information they provided would be kept confidential, their personal data would be protected, and the research results would only be reported anonymously. Participants were also explicitly informed of their right to withdraw from the study at any time without penalty and were assured that their data would be promptly destroyed in such an event. Author Contribution Z.J. and C.J. conceptualized the study design, performed the statistical analyses, and drafted the manuscript. L.Z. conceptualized the study design and critically revised the paper. The manuscript was drafted by core members and revised collaboratively, with all approving the final version. All authors have read and agreed to the published version of the manuscript. Acknowledgements This work was supported by the National Nature Science Foundation of China (No. XXX) and the XXX (No. XXX). Data Availability The core analysis results derived from interview recordings are included in the main text of the manuscript. Due to ethical restrictions and participant confidentiality commitments, the original interview recordings (as primary data) cannot be publicly shared. Requests for access to de-identified interview transcripts may be directed to the corresponding author upon reasonable request, following publication. References Ye BP (2019) Tourism psychology. Beijing: Tsinghua University Press. Bowen, Heather E (2005) Introduction: Special issue on female travelers – Part I. Tourism Review International , 119–121. Cohen E (1979) A phenomenology of tourist experience. Sociology , 179–201. Cohen S A, Cohen E, (2019) New directions in the sociology of tourism. Current issues in tourism , 22(2):153–172. Crouch D, Desforges L (2003) The sensuous in the tourist encounter introduction: The power of the body in tourist studies. Tourist Studies, 3(1): 5–22. Culler, Jonathan. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7193860","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":508750701,"identity":"80ab6851-9ba5-4682-a23e-ba8a60ed85bf","order_by":0,"name":"Zhongjuan Ji","email":"data:image/png;base64,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","orcid":"","institution":"Suzhou University of Science and Technology","correspondingAuthor":true,"prefix":"","firstName":"Zhongjuan","middleName":"","lastName":"Ji","suffix":""},{"id":508750702,"identity":"7ba495a4-1430-4db5-86cf-8225613bc3ca","order_by":1,"name":"Chenchen Jia","email":"","orcid":"","institution":"Suzhou University of Science and Technology","correspondingAuthor":false,"prefix":"","firstName":"Chenchen","middleName":"","lastName":"Jia","suffix":""},{"id":508750703,"identity":"14eaa85d-73c4-4778-97f6-36f76a905e61","order_by":2,"name":"Zhang Lu","email":"","orcid":"","institution":"Suzhou Tourism College","correspondingAuthor":false,"prefix":"","firstName":"Zhang","middleName":"","lastName":"Lu","suffix":""}],"badges":[],"createdAt":"2025-07-23 08:23:20","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7193860/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7193860/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":91095542,"identity":"7c48cd44-3efb-42c4-9b65-1f37ca1f007e","added_by":"auto","created_at":"2025-09-11 14:00:55","extension":"jpeg","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":584994,"visible":true,"origin":"","legend":"\u003cp\u003eThe hairstyles and makeup of Hanfu from the Tang Dynasty to the early Ming Dynasty\u003c/p\u003e\n\u003cp\u003ePhotos Source：https://www.bilibili.com/video/BV1TA411M71Y\u003c/p\u003e","description":"","filename":"floatimage1.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-7193860/v1/fee6760806c9830be8fe22ce.jpeg"},{"id":91093856,"identity":"4409ba89-7ada-4c89-bf64-0ecc8c9e4550","added_by":"auto","created_at":"2025-09-11 13:44:55","extension":"jpeg","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":236104,"visible":true,"origin":"","legend":"\u003cp\u003eCostume Restoration Model of Tang, Song and Ming Dynasty\u003c/p\u003e\n\u003cp\u003ePhotos Source：Tang Dynasty https://www.bilibili.com/video/BV1Rv411e7Ga\u003c/p\u003e\n\u003cp\u003eSong Dynasty https://www.bilibili.com/video/BV1Rv411e7Ga\u003c/p\u003e\n\u003cp\u003eMing Dynasty https://www.bilibili.com/video/BV1gF411q7k6\u003c/p\u003e","description":"","filename":"floatimage2.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-7193860/v1/2423b1731575d40d42181847.jpeg"},{"id":91093854,"identity":"4582c759-c7b3-4342-ada6-3a2c95b1cd69","added_by":"auto","created_at":"2025-09-11 13:44:55","extension":"png","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":122918,"visible":true,"origin":"","legend":"\u003cp\u003eAnalytical framework for embodied hanfu experiences\u003c/p\u003e","description":"","filename":"floatimage3.png","url":"https://assets-eu.researchsquare.com/files/rs-7193860/v1/9669b67ef081221d0bd9d731.png"},{"id":94233055,"identity":"39b18e76-5c89-4e27-ab49-1dfc7778379d","added_by":"auto","created_at":"2025-10-24 00:08:26","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1992111,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7193860/v1/2d356cd8-da14-414e-b0ed-a9dd8a6759de.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Embodied Hanfu culture experiences among tourists in historical Luoyang, China","fulltext":[{"header":"Introuduction","content":"\u003cp\u003eAmidst growing cultural confidence and national pride among generations born after 1990 and after 2000, there has been a noticeable revival of interest in traditional culture, particularly in hanfu\u0026mdash;a traditional form of Chinese attire\u0026mdash;that has gained considerable traction. As a result, an increasing number of tourists are choosing to wear hanfu clothing while travelling. Such experiences, hereafter called \u0026ldquo;hanfu experiences\u0026rdquo;, are comprehensive engagements that integrate physical, mental, and contextual dimensions and underscore the significance of physical participation, psychological transformation, and situational influences on tourists. Wearing hanfu facilitates both physical and mental experiences through interactions with the attire and makeup, as well as through tourists\u0026rsquo; physical presentations during the tour, all of which fosters meaningful travel experiences.\u003c/p\u003e\u003cp\u003eThe concept of embodiment provides a unique framework for examining the emerging trend of hanfu experiences in tourism. Embodiment, in emphasising the active role of the body, suggests that the experience for tourists arises from the interplay between a tourist\u0026rsquo;s physical presence, mental state, and environmental context. Investigating the interrelations between the tourist\u0026rsquo;s body, mind, and context is crucial for a nuanced understanding of the experiences of individuals who engage with hanfu. Taking an embodied approach to studying the hanfu experience can therefore elucidate the underlying mechanisms contributing to its formation. Although scholarly inquiry into such embodied experiences remains in its infancy, the novelty of hanfu experiences as a tourism phenomenon warrant research dedicated to exploring embodiment in relation to such experiences.\u003c/p\u003e\u003cp\u003eLuoyang, recognised as the ancient capital of the Han dynasty, possesses a rich cultural heritage. In recent years, Luoyang has emerged as a significant destination for traditional culture, with hanfu experiences becoming a vital component of the city\u0026rsquo;s cultural tourism. The hanfu experience industry in Luoyang, also showing robust development, attracts numerous tourists due to its favourable cost-to-performance ratio. The industry has even established a comprehensive supply chain that includes hanfu research, production, rental, makeup, and travel photography. Traditional culture enhances tourists\u0026rsquo; experiences by providing immersive and participatory opportunities, thereby expanding the scope of tourism experiences. Consequently, it is imperative to investigate the content and characteristics of embodied experiences associated with hanfu, along with the mechanisms underlying its formation.\u003c/p\u003e"},{"header":"Literature review","content":"\u003cp\u003e\u003cul\u003e\u003cli\u003e\u003cp\u003e\u003cb\u003eTourism experiences and Hanfu experiences.\u003c/b\u003e The term \u003cem\u003eexperience\u003c/em\u003e encompasses both psychological and physical dimensions. Psychologically, experience is intricately linked to emotions and represents a state of feeling enlivened by stimuli (Meng 2000). Because experience possesses an affective quality that invariably induces psychological changes (Fan and Xie 2017), psychology often conceptualises experience as a psychological state. From a phenomenological perspective, by comparison, experience is viewed as the process through which an individual\u0026rsquo;s body interacts with the external world (Merleau-Ponty 2001). Experience is inextricably tied to both the psyche and the body and arises from bodily participation, with both the psyche and body transforming during and after the experience. The perspective also maintains that experiences are context-dependent, with variations arising from different situational factors.\u003c/p\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/p\u003e\u003cp\u003eThe tourism experience is generated through travel activities in which tourists are physically and psychologically influenced by their encounters at travel destinations that have them use their senses and bodies. MacCannell (2013) has posited that the tourism experience represents individuals\u0026rsquo; positive responses during the pursuit of \u0026ldquo;authenticity\u0026rdquo; to navigate the challenges of real life. Meanwhile, from a semiotic perspective, Culler (1981) has suggested that the tourism experience involves tourists\u0026rsquo; constructing and interpreting the signs and landscapes of their destinations. Scholars in China, by some contrast, have characterised the tourism experience as a brief leisure activity undertaken by individual tourists within a tourism context, one that emphasises the psychological pleasure derived from physical and mental engagement (Long 2005, Xie and Peng 2005). Tourism experiences can not only evoke both physical and mental sensations but also significantly influence tourists\u0026rsquo; cognitive processes.\u003c/p\u003e\u003cp\u003eResearch on tourism experiences, first undertaken in Western countries in the 1960s, has shown a marked increase since the 1990s (Cohen 1979). By contrast, research on tourism experience in China in particular only began in the 1990s, with Professor Xie Yanjun being among the early contributors to the field (Song and Sun 2006, Ma and Xie 2015). Since 2005, however, the volume of studies on tourism experiences has surged. To date, extensive academic inquiries have been conducted on various aspects of the tourism experience (Cohen 1979, Xie 2015), including its content, types, characteristics (Fan and Xie 2017), and contributing factors (Song and Sun 2006).\u003c/p\u003e\u003cp\u003eIn the context of cultural confidence, there is a growing appreciation for cultural experiences as traditional culture increasingly permeates the lives of the general populace, a dynamic that hanfu experiences exemplify (Zhou and Zhu 2024). A hanfu experience typically involves tourists\u0026rsquo; donning hanfu dress or engaging in the complete hanfu styling process, including makeup and hairstyling, while participating in activities at a destination. The cultural significance of hanfu spans multiple historical epochs, from the Spring and Autumn Period in ancient China through the Ming dynasty (Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e and Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e). While the aesthetic value of hanfu often garners attention, hanfu\u0026rsquo;s public acceptance has led individuals to favour more subdued styles for everyday wear, including Song-style long shirts and pleated skirts, as opposed to more elaborate hanfu apparel, which is less suited for daily use. Consequently, tourism presents an opportunity to experience the grandeur of hanfu. The content of hanfu experiences primarily encompasses costume rentals, makeup, and hairstyling and has even evolved to include photography services. The styling of hanfu is influenced by prevailing trends, and various styles have gained popularity at different times. Establishments providing hanfu experiences also promote corresponding styles based on those trends, which results in a diverse array of hanfu experiences on offer.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cp\u003ePhotos Source: \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.bilibili.com/video/BV1TA411M71Y\u003c/span\u003e\u003cspan address=\"https://www.bilibili.com/video/BV1TA411M71Y\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cp\u003ePhotos Source: Tang Dynasty \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.bilibili.com/video/BV1Rv411e7Ga\u003c/span\u003e\u003cspan address=\"https://www.bilibili.com/video/BV1Rv411e7Ga\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003eSong Dynasty \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.bilibili.com/video/BV1Rv411e7Ga\u003c/span\u003e\u003cspan address=\"https://www.bilibili.com/video/BV1Rv411e7Ga\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003eMing Dynasty \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.bilibili.com/video/BV1gF411q7k6\u003c/span\u003e\u003cspan address=\"https://www.bilibili.com/video/BV1gF411q7k6\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003e\u003cul\u003e\u003cli\u003e\u003cp\u003e\u003cb\u003eEmbodiment and travel experience.\u003c/b\u003e Since the beginning of the 21st century, the theory of embodiment, which advocates the unity of body and mind, has gained traction. Veijola and Jokinen (1994) were among the first to assert that research in tourism should incorporate the body as a focal point of study. In 2015, China\u0026rsquo;s academic community began to recognise the potential of embodied theory for understanding tourism experiences (Fan and Xie 2016). The concept of embodied experience posits that a tourist\u0026rsquo;s experience is shaped by the interaction of their body, mind, and external environment. Research themes related to embodied tourism experiences, both domestically and internationally, include the relationships between embodiment and gender (Bowen and Heather 2005, Wilson et al. 2019, Reddy-Best and Olson 2020), culture, self-identity (Palmer, Andrews, 2019), the significance of embodied experiences in tourism (Matteucci 2014, Fan 2020), and niche tourism experiences (Yang et al. 2022), including food tourism (Zhu et al. 2023).\u003c/p\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/p\u003e\u003cp\u003eEmbodied experience comprises three dimensions: physical, psychological, and context. First, the physical dimension encompasses both the physical body, including sensory organs and limbs, and the subjective body, which is co-constructed through interactions with the tourism environment (Fan and Xie 2019). That perspective on the dimension reflects a paradigm shift in academic understandings of the body, which now recognise it as an active participant instead of a mere vessel (Pritchard 2007, Ye 2019). Second, the psychological dimension integrates concepts from psychology with tourism to explore aspects such as travel motivation and consumer psychology, with emotions, feelings, and psychological cognition being pivotal topics of research. Last, the context dimension, as defined by sociologists, pertains to the conditions under which events transpire and their influence on bodily behaviour (Lutz and Kakkar 1975). The physical and behavioural environments within the tourism context collectively constitute the tourism situation (Xie 2005, Cohen and Cohen 2019).\u003c/p\u003e\u003cp\u003eThe embodied experience\u0026rsquo;s emphasis on the unity of body and mind suggests that the active engagement of the body and psychological experiences are interdependent. The interplay of the body, mind, and context collectively shapes the outcomes of embodied experiences (Crouch and Desforges 2003, Ma 2022). A comprehensive travel experience for tourists necessitates the simultaneous presence of both body and mind and leverages physical and psychological dimensions to achieve perceptual engagement (Xie 2005). Research on embodied experiences in tourism delineates the bodily dimension as being the physical body, including sensory experiences, and the subjective body, primarily concerning bodily cognition (Ma 2022). Between them, the psychological dimension encompasses emotions, feelings, and cognition, with cognition serving as a shared category that bridges both the bodily and psychological dimensions (Iso-Ahola 1982, Dai and Chen 2009). Embodiment also underscores that tourists gain travel experiences within specific contexts with various atmospheric and behavioural elements (Saxena 2018, Wu and Tang 2018). Thus, embodied hanfu experiences arise from the interaction between tourists and the contextual elements of the travel destination, as captured in the proposed analytical framework for embodied hanfu experience shown in Fig.\u0026nbsp;\u003cspan refid=\"Fig3\" class=\"InternalRef\"\u003e3\u003c/span\u003e.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e"},{"header":"Materials and methods","content":"\u003cp\u003e\u003cb\u003eCase selection and introduction.\u003c/b\u003e Luoyang, historically called \u0026ldquo;the Divine Capital\u0026rdquo; and Luoyi, is a city located in western Henan Province along the middle and lower reaches of the Yellow River. With a history as a capital city spanning more than 1,500 years, Luoyang is regarded as one of the cradles of Chinese civilisation and ranks among the four great ancient capitals of China. A central hub during the Sui and Tang dynasties, the city features numerous historical sites and renowned cultural heritage locations, including the Longmen Grottoes and the White Horse Temple. Its tourism resources include both tangible natural and cultural attractions along with intangible cultural heritage. In recent years, the intangible cultural heritage and traditional culture within Luoyang\u0026rsquo;s tourism offerings have attracted significant interest, with hanfu emerging as a prominent cultural element in Luoyang\u0026rsquo;s tourism landscape.\u003c/p\u003e\u003cp\u003eLuoyang\u0026rsquo;s hanfu experience industry, nationally recognised for its scale, has become a popular destination for hanfu enthusiasts on social media platforms. In recent years, the term \u0026ldquo;Luoyang hanfu\u0026rdquo; has enjoyed significant use, with the ancient city ranking first on Douyin Black Board\u0026rsquo;s list of the most popular hanfu check-in locations in 2023. The topic \u0026ldquo;Luoyang hanfu\u0026rdquo; on Xiaohongshu has also amassed more than 110,000 posts, while related discussions on Weibo, including on \u0026ldquo;Luoyang hanfu\u0026rdquo;, \u0026ldquo;How popular can Luoyang hanfu be\u0026rdquo;, and \u0026ldquo;Luoyang hanfu is truly amazing\u0026rdquo;, have collectively attracted approximately a million views. During the 2023 Spring Festival, the hanfu experience at the Luoyang Ancient City scenic area saw a surge in popularity and prompted the rapid emergence of numerous shops oriented towards hanfu experiences, some of which were converted overnight from tyre shops to hanfu boutiques. In the same year, the China World Ethnic Culture Exchange Promotion Association designated Luoyang as the \u0026ldquo;Chinese Hanfu Culture Capital\u0026rdquo;. Last, the primary demographic engaging in hanfu experiences consists of young individuals, as evidenced by its popularity on social media and the dynamics of offline experiences. All of the above makes Luoyang an ideal case study for hanfu tourism experiences.\u003c/p\u003e\u003cp\u003e\u003cb\u003eData collection and analysis.\u003c/b\u003e For data collection, methods of participatory observation were followed. In particular, to address seasonal variations, field studies were conducted at the case site in July 2023 and January 2024. Guided by the research framework and relevant literature, interview and observation outlines were developed to facilitate semi-structured interviews and observations with hanfu operators, tourists, and other stakeholders at the case site. The primary data collected included the developmental trajectory of hanfu tourism experiences in Luoyang, the operational conditions of the providers, the makeup and styling processes associated with hanfu experiences, and the physical and psychological perceptions of tourists during their engagement with hanfu. To ensure the data\u0026rsquo;s accuracy and scientific rigour, I participated in the complete process of the hanfu experience from a tourist\u0026rsquo;s perspective in an act of self-ethnography during the initial field study. Ultimately, 21 tourists and three representative local hanfu experience operators were interviewed, which resulted in approximately 100,000 words of transcribed textual data. The demographic characteristics of the interviewees appear in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, in which interviewee codes HF1\u0026ndash;HF21 denote tourists and JY1\u0026ndash;JY3 denote operators.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eDemographic characteristics of respondents\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"5\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eCode\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGender\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eAge\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSource\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c5\"\u003e\u003cp\u003eAdditional information\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e18\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhumadian, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e18\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhumadian, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eHong Kong, China\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling in a group, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhoukou City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF5\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e20\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLinyi, Shandong Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with three friends, second experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF6\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e20\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eShandong Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF7\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eShandong Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF8\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e24\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhoukou City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF9\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eXingtai City, Hebei Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF10\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMan\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e20\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eNanchang, Jiangxi Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF11\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eKaifeng City, Henan Province, China\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF12\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e22\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSuzhou, Jiangsu Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF13\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e44\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuohe City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF14\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e34\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuohe City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF15\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e25\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSuzhou, Jiangsu Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, Hanbok enthusiast, many experiences\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF16\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMan\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e25\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eXianyang City, Shaanxi Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF17\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e30\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eShandong Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF18\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e46\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhoukou City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with family, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e50\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuoyang, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with three friends, many experiences\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF20\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eXi\u0026rsquo;an City, Shaanxi Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHF21\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eZhoukou City, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eTravelling with friends, first experience\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eJY1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMan\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e30\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuoyang, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eStaff member at Chinese dress shop responsible for receiving customers\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eJY2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e35\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuoyang, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eClerk at Chinese dress shop in charge of customer service\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eJY3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eWoman\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e30\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eLuoyang, Henan Province\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u003cp\u003eFreelance makeup artist in a Chinese dress shop in charge of visitors\u0026rsquo; makeup\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThematic analysis was performed to interpret the data, which involved extracting common attributes and themes from the collected textual content to derive findings. The primary steps generally include familiarising oneself with the text, conducting three levels of coding (i.e. open coding, axial coding, and selective coding), constructing themes from the codes, and drawing conclusions based on those themes.\u003c/p\u003e\u003cp\u003e\u003cb\u003eOpen coding.\u003c/b\u003e The textual data were processed by identifying key statements, constructing codes, classifying the codes, and assigning attributes to them. Next, based on the three dimensions of embodied experience\u0026mdash;body, psychology, and context\u0026mdash;the research theme was clarified. Basic concepts were subsequently extracted from the interview transcripts, and relevant codes associated with the three dimensions were selected and irrelevant codes discarded. Ultimately, six categories were identified at the body dimentsion (i.e. tactile, visualisation, auditory perception, olfactory perception, Somatic perception, and bodily cognition), three at the psychology dimentsion (i.e. emotions, Affections, and psychological cognition), and six categories at the context dimentsion (i.e. cultural atmosphere, social atmosphere, commercial atmosphere, scene creation, tourist behaviour, and the behaviour of others). The open coding results are summarised in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eExamples of open codes \u003cb\u003eCoding of main categories.\u003c/b\u003e Based on logical relationships, the categories derived from the open coding were analysed. Related categories were merged into new ones, and names were assigned to them. For example, \u0026ldquo;Touch\u0026rdquo;, \u0026ldquo;Vision\u0026rdquo;, \u0026ldquo;Hearing\u0026rdquo;, and \u0026ldquo;Smell\u0026rdquo; were consolidated into \u0026ldquo;Sensory experience\u0026rdquo;; \u0026ldquo;Actions\u0026rdquo; was merged into \u0026ldquo;Bodily perception\u0026rdquo;; \u0026ldquo;Gender\u0026rdquo;, \u0026ldquo;Appearance\u0026rdquo;, and \u0026ldquo;Physical anxiety\u0026rdquo; were combined into \u0026ldquo;Bodily cognition\u0026rdquo;; and emotions such as disappointment, happiness, and confidence were grouped into \u0026ldquo;Emotional experience\u0026rdquo;. Meanwhile, \u0026ldquo;Aesthetics\u0026rdquo; and \u0026ldquo;Meaning of the experience\u0026rdquo; were categorised as \u0026ldquo;Psychological cognition\u0026rdquo;, whereas \u0026ldquo;Cultural atmosphere\u0026rdquo;, \u0026ldquo;Social atmosphere\u0026rdquo;, \u0026ldquo;Commercial atmosphere\u0026rdquo;, and \u0026ldquo;Scene creation\u0026rdquo; were merged into \u0026ldquo;Atmospheric context\u0026rdquo;. Last, \u0026ldquo;Tourist behaviour\u0026rdquo; and \u0026ldquo;Behaviour of others\u0026rdquo; were combined into \u0026ldquo;Behavioural situations\u0026rdquo;. The results of coding the main categories appear in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e.\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"4\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eDimension\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eScoping\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eConceptualisation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eRepresentative statement(s)\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"10\" rowspan=\"11\"\u003e\u003cp\u003eBody\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eTactile sensations\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eMakeup application\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;My makeup isn\u0026rsquo;t very comfortable, and the bottom makeup is floating powder\u0026rdquo; (HF11).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSkin-friendliness of clothes\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;The clothes are a little tight\u0026rdquo; (HF14).\u003c/p\u003e\u003cp\u003e\u0026ldquo;The cloth feels very hard\u0026rdquo; (HF9).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eVisualisation\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eHanbok colour scheme\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;The colour matching the hanfu suit I wear is relatively fresh\u0026rdquo; (HF1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eAuditory perception\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eHearing\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;My makeup is too white, like a ghost\u0026rdquo; (HF18).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;When I went to the ancient city at night, I heard the sound of singing in loud voice as soon as I entered the door, which made me feel very noisy\u0026rdquo; (HF15).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eOlfactory perception\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eFlavour\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Because the clothes are rented, I don\u0026rsquo;t know whether they are dry or not, and the smell isn\u0026rsquo;t good\u0026rdquo; (HF8).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eSomatic perception\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eAction\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;It\u0026rsquo;s easy to step on the skirt when going up and down the stairs and even fall\u0026rdquo; (HF1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;It\u0026rsquo;s inconvenient because the skirt is long and the sleeves are long\u0026rdquo; (HF3).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eBodily cognition\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eGender\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Women should have higher requirements for makeup than men\u0026rdquo; (HF20).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eLooks, body anxiety\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I feel a little anxious about my appearance at ordinary times, and I feel fat and like I have swollen eyes and single eyelids\u0026rdquo; (HF11).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I\u0026rsquo;m not very tall. I\u0026rsquo;ll look short when I wear many clothes. I\u0026rsquo;ll especially wear clothes in tall sizes and shoes with heels\u0026rdquo; (HF12).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"5\" rowspan=\"6\"\u003e\u003cp\u003ePsychology\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eEmotions\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eDisappointment, happiness, etc.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Let\u0026rsquo;s compare the assembly line. I want my hair to be made up slightly differently from others\u0026rdquo; (HF3).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I really felt very good and satisfied\u0026rdquo; (HF19).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eAffections\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eCuriosity, admiration, etc.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I haven\u0026rsquo;t tried this before. It\u0026rsquo;s very interesting\u0026rdquo; (HF4).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;It\u0026rsquo;s beautiful at night, especially the clouds\u0026rdquo; (HF7).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003ePsychological cognition\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eExperiencing meaning\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Life is about constantly experiencing new things\u0026rdquo; (HF5).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;We\u0026rsquo;re busy in life, but when we travel, we just relax\u0026rdquo; (HF19).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"16\" rowspan=\"17\"\u003e\u003cp\u003eContext\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eCultural atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCultural propaganda, promotion\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I think Luoyang is better than other cities. Luoyang really attaches great importance to hanfu clothing culture and traditional culture\u0026rdquo; (HF9).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eFriendly interaction\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;There was a girl who wore very beautiful clothes. I asked her where she got her makeup done\u0026rdquo; (HF12).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e\u003cp\u003eSocial atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eRoadrunner attitude\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Most people are more apathetic. They have their own pace of life and don\u0026rsquo;t care about others\u0026rsquo; clothes\u0026rdquo; (HF1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;The drivers in Luoyang are very enthusiastic and will chat with us and recommend things\u0026rdquo; (HF2).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eGovernment support\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;The government is rarely directly involved and only supports. For example, in Luoyang we\u0026rsquo;re now promoting to some treasure mothers or people who haven\u0026rsquo;t found jobs to train for free in putting on makeup\u0026rdquo; (JY3).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;With market supervision, we\u0026rsquo;re all (the market) under unified management\u0026rdquo; (JY1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eCommercial atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCultural and creative products\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;There\u0026rsquo;s an old brand selling cream in the ancient city that\u0026rsquo;s said to be an old brand in Luoyang. I\u0026rsquo;ve never seen it in other places\u0026rdquo; (HF20).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eDegree of commercialisation\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;It\u0026rsquo;s a little bad. There are other scenic spots here, too. The difference is not huge\u0026rdquo; (HF10).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;The things bought outside and inside the scenic spot are exactly the same. Fans and refrigerator stickers make it feel like a place of commerce and not very special\u0026rdquo; (HF16).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eScene creation\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eLandscaping, signage, etc.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Many scenic spots are in space, and there\u0026rsquo;s no good landscaping\u0026rdquo; (HF15).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;There\u0026rsquo;s no information board. I feel dizzy when I wander\u0026rdquo; (HF7).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eScenic spots\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Jiuzhou Pool\u0026rdquo;, \u0026ldquo;Luoyi Ancient City\u0026rdquo;, \u0026ldquo;Yingtian Gate\u0026rdquo;, \u0026ldquo;Mingtang\u0026rdquo;, \u0026ldquo;Baima Temple\u0026rdquo;, Laojun Mountain\u0026rdquo; etc.\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eBehavioural Context\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eShopping, making appointments, taking selfies, eating, sharing, etc.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I went to Xigong Street and ate there\u0026rdquo; (HF1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;Appraised stores are specially arranged online\u0026rdquo; (HF8).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;I want videos with family members to show them how good looking and interesting Luoyang is\u0026rdquo; (HF14).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eBehaviour of others\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eEating, helping, recognising peers, instructing, etc.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;When partners are together, they\u0026rsquo;ll take pictures of each other\u0026rdquo; (HF9).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e\u0026ldquo;An old man told us how to wear this dress better\u0026rdquo; (HF1).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eMain category codes\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"3\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eScoping\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eConceptualisation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eRepresentative statements\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"6\" rowspan=\"7\"\u003e\u003cp\u003ePhysical experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e\u003cp\u003eSensory experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eTactile: Makeup is convincing, skin-friendly, hard, slippery, soft\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eVisuals: Colour scheme, flatness, clean garments, transparency, threads, creases, scenery, scenes, off-cuts\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSmell: Odours, smelling, sniffing, floral, food odours\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eAuditory: Noise, compliments, criticism, shouting, sounding\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePhysical body experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eActions: Moving, going up and down stairs, riding, lifting, hot, cold, shivering, bobbing head, walking, legs, holding, arms, posing, removing makeup, pressing scalp\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eBodily cognition\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSex: Girls, boys, men, sons\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eLooks and physical anxiety: Swollen, dark, short, fat, thin, tall, short, anxious looks, flesh covering\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"7\" rowspan=\"8\"\u003e\u003cp\u003ePsychological experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEmotional experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eEmotions: Ha-ha, constrained, hesitant, disappointed, happy, good, indifferent, angry\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"4\" rowspan=\"5\"\u003e\u003cp\u003eAffection experience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCuriosity: Interesting, never seen before, first time, unique, try it out\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSense of self-confidence: Self-assured, obsessed with beauty, holding one\u0026rsquo;s head up high, not intimidated\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eExclamation: Wow, special, beautiful, oh my, look at that, oh my, it really is\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSharing desire: Sending friends [e.g. photos], playing videos, showing family members [e.g. photos], vlog\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eImmersion: Travel, costume drama, generation, imagination, fatalism, princesses, nostalgia\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003ePsychological cognition\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eAesthetic: Pretty, beautiful, ornate, fresh, elegant, atmospheric, quaint,\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eMeaning of the experience: Novelty, experimentation, relaxation, change, process, satisfaction, self-pleasure\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e\u003cp\u003eAmbience\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eCultural atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCulture: History and culture, Hanbok culture, heritage, thick, ancient capital\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSocial atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eSocial: Warm, complimentary, instructive, inclusive\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eCommercial atmosphere\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eBusiness: Commercialisation, cultural creativity, prices, characteristics, specialties, stores, commercial atmosphere, facilities\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eScene creation\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eScenery: Layout, architecture, plants, signs, guidelines, walls, houses, lanterns, foot traffic\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eBehavioural situations\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBehavioural context\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eChat, shopping, taking photos, vlog, eating, video calling, appointment, exchange, watching performances, inquiry, camera\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBehaviour of others\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003ePeers: Sharing, communicating, discussing, helping, encouraging, complimenting\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003e\u003cb\u003eSelective coding.\u003c/b\u003e Meticulously analysing and comparing the main categories allowed establishing a pathway for embodied hanfu experiences. Such experiences consist of two distinct processes: one involving the hanfu makeup and styling experience, the other related to the hanfu tourism experience. In the initial process, the sensory experience during the tourist\u0026rsquo;s bodily engagement is crucial. During the makeup and styling experience, the body perceives the hanfu experience through visual, tactile, olfactory, and auditory senses, which simultaneously stimulates specific psychological responses. The behaviours of staff and makeup artists within shops dedicated to hanfu experiences can trigger specific behaviours (e.g. communication) and psychological responses from tourists. In the subsequent process, the psychological experience of tourists becomes the focal point, with the atmospheric context being a significant factor. Therein, tourists\u0026rsquo; bodily experiences are shaped through physical movement and sensory perception focused on their perception of the travel destination\u0026rsquo;s atmosphere and the impact of hanfu styling on their bodies. The behaviours of others and the ambiance of the destination stimulate tourists\u0026rsquo; behaviours and psychological experiences. For example, compliments from passersby may evoke feelings of joy, while the interplay of lantern light and ancient architecture can evoke nostalgia that prompts tourists to consider taking photographs.\u003c/p\u003e\u003cp\u003eAltogether, the foundation of the embodied hanfu experience lies in the interaction between the tourist\u0026rsquo;s body and the travel destination, known as bodily presence. Through this bodily presence, tourists engage in the initial stage of the embodied hanfu experience the hanfu dressing experience during which they develop psychological awareness. Upon completing of the hanfu dressing, the embodied experience transitions into the second stage the hanfu tourism experience. Through bodily presence, tourists perceive the atmosphere of the travel destination, are influenced by the actions of passersby, and undergo psychological experiences and behavioural contexts. Throughout this process, interactions with travel companions encourage tourists to engage in shared behaviours.\u003c/p\u003e"},{"header":"Results","content":"\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e\u003ch2\u003ePersonal experience: Bodily experience\u003c/h2\u003e\u003cp\u003eIn the context of embodied hanfu experiences, the body primarily serves as a receptor for travel experiences in light of sensory perceptions and physical movements; however, the agency of the body is also evident in bodily cognition. Sensory experiences permeate both processes of the embodied hanfu experience, while bodily perception is predominantly manifested during the hanfu embodied tourism. According to the coding results, bodily experience encompasses three dimensions: sensory experience, bodily perception experience, and bodily cognition.\u003c/p\u003e\u003cp\u003e\u003cb\u003ePhysical body experience.\u003c/b\u003e Analysis revealed that tourists\u0026rsquo; awareness of their physical bodies, including their limbs and heads, is not particularly heightened during hanfu experiences. Most respondents reported minimal pressure related to makeup and styling, with one noting, \u0026ldquo;The headpiece is manageable; it just feels a bit odd when worn for the first time\u0026rdquo; (HF1). However, within the framework of embodied tourism, they also reported experiencing physical strain, including soreness in their limbs from extended walking: \u0026ldquo;After walking for an extended period, my legs are sore\u0026rdquo; (HF5). The physical discomfort associated with posing for photographs was acknowledged as well: \u0026ldquo;Posing can be quite exhausting, because I strive for an appealing outcome, which often leads to tension with the photographer\u0026rdquo; (HF12). Specific bodily perceptions are influenced by the type of makeup and styling chosen by the tourists. For instance, ones selecting Tang-style makeup, which involves multiple wigs and accessories, tend to experience greater physical pressure than ones opting for simpler styles. One respondent remarked, \u0026ldquo;The first time I opted for a fresh, simple makeup look, I felt no pressure on my scalp; however, during my second experience with the \u0026lsquo;Tang big head\u0026rsquo; style, which involved multiple wigs and hair accessories, I was hesitant to move my head freely\u0026rdquo; (HF15).\u003c/p\u003e\u003cp\u003e\u003cb\u003eSensory experience.\u003c/b\u003e During hanfu experiences, respondents engaged their senses to interact with hanfu attire and makeup, primarily their visual, olfactory, tactile, and auditory senses, with visual and tactile perceptions being particularly pronounced. In terms of visual engagement, respondents expressed appreciation for hanfu aesthetics, with one stating, \u0026ldquo;There are many hanfu outfits in the store, colourful ones, and I took a while to choose\u0026rdquo; (HF8). Regarding tactile experiences, respondents described their skin\u0026rsquo;s interaction with hanfu, cosmetics, and hair accessories and shared insights such as, \u0026ldquo;The foundation doesn\u0026rsquo;t suit me, and the setting powder didn\u0026rsquo;t hold well; it came off with just a touch\u0026rdquo; (HF18) and \u0026ldquo;The fabric is a bit scratchy\u0026rdquo; (HF14). In the context of embodied tourism, tourists actively engage their senses to appreciate the scenery of various tourist attractions. One respondent noted, \u0026ldquo;Because it\u0026rsquo;s winter, Jiuzhou Pool is relatively empty\u0026rdquo;. The winter landscape in the northern region is characterised primarily by stones instead of vegetation, although a picturesque pavilion provides an appealing backdrop for photography (HF21).\u003c/p\u003e\u003cp\u003e\u003cul\u003e\u003cli\u003e\u003cp\u003e\u003cb\u003eBodily cognition.\u003c/b\u003e In terms of body awareness, respondents showed considerable concern for their physical appearance and figure. They reported that the application of makeup and wearing hanfu or other aesthetically pleasing clothing temporarily alleviated their anxiety over their appearance. One respondent stated, \u0026ldquo;I wouldn\u0026rsquo;t venture out without makeup; I get that trendy internet celebrity look at the hanfu store, and once my makeup is complete, I feel exceptionally beautiful and free from anxiety\u0026rdquo; (HF4). Another noted, \u0026ldquo;I do experience anxiety about my appearance; I feel unattractive without makeup. The hanfu makeup I received was quite beautiful, and once completed, I felt that even someone like me could be perceived as beautiful\u0026rdquo; (HF16). Gender-based differences in hanfu experiences were also noted, and respondents indicated that women more than men tended to empathise with one another and receive mutual recognition. Women frequently compliment each other while wearing hanfu and share their experiences. One respondent recounted, \u0026ldquo;I hired a photographer, and at the hanfu store, I met three girls who were still searching for a photographer. They approached my photographer, and we all proceeded to Jiuzhou Pool together for a photoshoot\u0026rdquo; (HF12).\u003c/p\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/p\u003e\u003c/div\u003e\n\u003ch3\u003eDiverse inner world: Psychological experience\u003c/h3\u003e\n\u003cp\u003eThe experience of wearing hanfu evokes a range of feelings among tourists, resulting in emotional, affective, and cognitive psychological experiences. Fuelled by a love of beauty, tourists have specific preferences when it comes to hanfu styling. If they are dissatisfied, then they may show negative emotions; however, as they journey through the experience, they often get immersed in the moment and set their discontent aside. While interacting with hanfu, tourists feel a mix of excitement and anxiety due to its novelty, but being with peers helps to ease their anxiety. On a cognitive level, they experience conflicting emotions; they seek the beauty that hanfu offers to boost their confidence but also maintain self-awareness. In turn, the experience of personal growth enhances their cultural identity. The psychological experience comprises emotional experience, affection experience, and psychological cognition.\u003c/p\u003e\u003cp\u003e\u003cb\u003eEmotional experience: Picky, forgetful, and immersed.\u003c/b\u003e The psychological experience constitutes the core of the embodied hanfu experience. During the hanfu experience and the process of embodied tourism, tourists initially demonstrate a love of beauty leading to emotional experiences characterised by selectiveness and immersion. Tourists\u0026rsquo; psychological responses arise from their evaluations of makeup and interactions with staff. Dissatisfaction with makeup often results in negative emotions such as disappointment and frustration. One respondent expressed, \u0026ldquo;I was genuinely upset; the adage \u0026lsquo;you get what you pay for\u0026rsquo; resonates strongly. I have oily skin, and the foundation applied did not adhere well. As soon as I stepped outside, my makeup began to wear off beneath my glasses\u0026rdquo; (HF21). However, within the context of hanfu tourism, the perception of the scenery supersedes the scrutiny of makeup, thereby allowing tourists to become engrossed in activities and gradually forget their negative emotions: \u0026ldquo;I was still somewhat displeased with the makeup, but I forgot about it while enjoying myself. It\u0026rsquo;s not visible in the photographs\u0026rdquo; (HF13).\u003c/p\u003e\u003cp\u003e\u003cb\u003eAffection experience: Emotional excitement and restraint.\u003c/b\u003e Most respondents were experiencing hanfu for the first time, which resulted in feelings of excitement and constraint. The novelty of wearing hanfu generates excitement among tourists, for the hanfu culture captivates their imaginations, as does the destination\u0026rsquo;s context, which evokes historical and cultural fantasies. One respondent noted, \u0026ldquo;The primary distinction between hanfu and everyday clothing lies in its cultural significance. Hanfu represents traditional attire, with styles from different dynasties reflecting corresponding historical cultures. Everyday clothing is primarily designed for convenience, but wearing hanfu evokes thoughts of television dramas and ancient individuals\u0026rdquo; (HF15). While the hanfu experience offers a sense of novelty, it also imposes psychological pressure on some tourists, as manifested in their self-consciousness and behavioural restraint during the embodiment of hanfu while travelling: \u0026ldquo;I hesitate to make large movements\u0026rdquo; (HF2) and \u0026ldquo;I\u0026rsquo;m constantly aware of the state of my clothing\u0026rdquo; (HF15).\u003c/p\u003e\u003cp\u003eDuring the hanfu experience and tourism related to it, tourists\u0026rsquo; emotions oscillate between excitement and constraint. However, the presence of companions tends to amplify the excitement and encourages tourists to be bolder and more at ease. One respondent remarked, \u0026ldquo;When I do my makeup and styling alongside my companions, I feel no awkwardness or fear because we all share a passion for hanfu, which fosters a sense of camaraderie\u0026rdquo; (HF10). Another noted, \u0026ldquo;I still feel a bit awkward. If I were alone, I would undoubtedly feel out of place, especially because there are individuals who have never seen hanfu, and I worry about being judged for wearing something unusual. However, when I\u0026rsquo;m with friends, it feels less conspicuous\u0026rdquo; (HF9). The allure of companionship is also reflected in the emotional support that they provide. Respondents expressed a desire for compliments and positive reinforcement from their companions, and sharing enjoyable experiences with them enhanced their overall satisfaction: \u0026ldquo;Hearing her [my companion] say she had a wonderful time today brings me great satisfaction\u0026rdquo; (HF20) and \u0026ldquo;Having someone accompany you is truly delightful. You can share complaints and experiences\u0026rdquo; (HF16).\u003c/p\u003e\u003cp\u003e\u003cb\u003ePsychological cognition: Contradictory inner self.\u003c/b\u003e Anxiety with one\u0026rsquo;s appearance and body image is prevalent among most visitors engaging with hanfu. They aspire to beauty while maintaining a degree of self-awareness and believing that true beauty is attainable only through makeup. Most respondents indicated that their enjoyment and confidence significantly increased after receiving hanfu makeup and before visiting scenic locations, partly because their appearance anxiety lessened and the novelty of trying something new greatly enhanced their joy and confidence: \u0026ldquo;After getting makeup, I felt incredibly beautiful, as if I\u0026rsquo;d never looked that good before, which made me genuinely happy\u0026rdquo; (HF7). Another respondent added, \u0026ldquo;Although I\u0026rsquo;m relatively overweight, wearing hanfu doesn\u0026rsquo;t highlight that at all. Instead, chubby individuals in hanfu as perceived as being jolly, reminiscent of similar people from the Tang dynasty, which feels quite fitting in Luoyang\u0026rdquo; (HF11). However, upon removing the makeup and resuming their natural appearances, tourists often experience renewed anxiety about their bodies and appearance: \u0026ldquo;The makeup is stunning, but it eventually has to be removed. After witnessing such a beautiful version of myself, I wish I could permanently keep the makeup on my face\u0026rdquo; (HF9). Another respondent stated, \u0026ldquo;I believe it\u0026rsquo;s beneficial to experience beauty at the moment, to appreciate my attractive side, while also accepting my less favourable aspects. When I feel beautiful, I try to avoid dwelling on negatives\u0026rdquo; (HF19). Beneath the anxiety surrounding personal appearance lies a profound appreciation for beauty, albeit with varying degrees of concern. The hanfu experience allows tourists to encounter a distinct form of beauty that contrasts their daily lives and adds memorable, aesthetically pleasing moments to their travel experiences.\u003c/p\u003e\n\u003ch3\u003eWonderful associations: Atmosphere context\u003c/h3\u003e\n\u003cp\u003eThe context of hanfu, as a representation of traditional Chinese attire, has significant cultural meaning given its diverse styles and patterns. People today often associate hanfu with its historical context, and tourists frequently envision themselves embodying the experience of wearing hanfu, thereby making the atmospheric context of the experience crucial to their enjoyment. A favourable atmosphere can enhance tourists\u0026rsquo; sense of immersion and provide both physical and mental gratification. The desire to fulfil the situational atmosphere also prompts tourists to exhibit specific behavioural responses.\u003c/p\u003e\u003cp\u003e\u003cb\u003eCultural atmosphere.\u003c/b\u003e Luoyang, recognised as one of China\u0026rsquo;s four ancient capitals, features both natural landscapes, including Luanchuan, and cultural landmarks, including the Longmen Grottoes, Baima Temple, and the Sui-Tang Luoyang City. Tourists deeply appreciate the cultural ambiance of Luoyang. Furthermore, the city\u0026rsquo;s promotional branding as \u0026ldquo;The Divine Capital Luoyang\u0026rdquo; has ignited tourists\u0026rsquo; imaginations regarding the city and its cultural heritage. Such promotional positioning, coupled with the historical atmosphere of ancient architecture, enriches tourists\u0026rsquo; cultural experience during their visits.\u003c/p\u003e\u003cp\u003e\u003cb\u003eSocial atmosphere.\u003c/b\u003e Although hanfu has recently emerged as a fashion trend, due to the public\u0026rsquo;s limited understanding of hanfu culture and the complexities associated with wearing it, few individuals opt for hanfu as everyday attire. Nevertheless, tourism provides the public with opportunities to engage with hanfu. Luoyang has become a prominent destination for hanfu tourism, bolstered by its social atmosphere, and as more individuals experience hanfu, others are increasingly drawn to it: \u0026ldquo;I discovered online that wearing hanfu allows free entry to scenic spots, which aligns well with Luoyang\u0026rsquo;s cultural identity. The cultural initiatives in Luoyang are quite commendable\u0026rdquo; (HF1). Another respondent stated, \u0026ldquo;I noticed numerous individuals online wearing hanfu in Luoyang, so donning hanfu there doesn\u0026rsquo;t feel awkward, and I\u0026rsquo;m unlikely to be regarded strangely\u0026rdquo; (HF3). The abundance of shops dedicated to hanfu experiences caters to tourists\u0026rsquo; experiential needs, and through positive word of mouth, Luoyang has cultivated a social atmosphere favourable to hanfu experiences and thus attracted more visitors.\u003c/p\u003e\u003cp\u003e\u003cb\u003eCommercial atmosphere.\u003c/b\u003e Scenic areas serve as vital venues for experiencing hanfu, with numerous hanfu experience shops located near well-known attractions in Luoyang. The degree of commercialisation within those scenic areas significantly influences tourists\u0026rsquo; experiences. On the one hand, the commercialisation of scenic areas is unavoidable. Appropriate commercialisation enables those locations to offer adequate facilities, products, and services to meet tourists\u0026rsquo; needs. As one respondent noted, \u0026ldquo;There are quite a few hanfu shops here, and the service is commendable. The makeup artist who attended to my daughter\u0026rsquo;s makeup provided excellent service\u0026rdquo; (HF17). On the other hand, the commercialisation of scenic areas has led to the homogenisation of certain tourism products and consequently resulted in a lack of differentiation in the hanfu experience for tourists: \u0026ldquo;The entire street is lined with hanfu shops, and the clothing in each store is quite similar. The makeup is also rather standardised, which creates a situation in which everyone has the same look. I still want a unique experience\u0026rdquo; (HF5).\u003c/p\u003e\u003cp\u003e\u003cb\u003eScene creation.\u003c/b\u003e When discussing hanfu, individuals inevitably associate it with concepts such as ancient style and history. For that reason, most tourists exhibit a preference for cultural and historical attractions featuring ancient architecture: \u0026ldquo;I believe that wearing hanfu in a setting with classical charm is particularly appealing, because I feel that the style is well-suited\u0026rdquo; (HF13). Some respondents also expressed a desire for aesthetically pleasing scenic locations: \u0026ldquo;I don\u0026rsquo;t have any specific requirements, as long as the scenery is beautiful and the photographs turn out well\u0026rdquo; (HF18). Field research also revealed that tourists favour scenes near architectural structures, lanterns, flora, and bodies of water. Locations such as steps, pavilions, railings, walls, and bridges are frequently crowded with tourists awaiting their turn to take photographs, and lanterns are the most commonly featured backdrop in the hanfu tourism scene in Luoyang: \u0026ldquo;In terms of architecture within the scenic area, I prefer classical buildings, particularly ones found in ancient towns in the Jiangnan region, especially at night when the streets are adorned with palace-style red lanterns\u0026rdquo; (HF13). Tourists also exhibit a strong preference for the ambiance created by nighttime scenes during hanfu tourism: \u0026ldquo;The illumination at night is particularly stunning, and under those lights, the atmosphere is delightful\u0026rdquo; (HF15). However, the diverse needs of tourists regarding hanfu photography scenes have not been adequately addressed: \u0026ldquo;I hope the scenic area can establish scenes that more accurately reflect the atmosphere of the hanfu era by utilising real plants instead of fake ones\u0026rdquo; (HF10).\u003c/p\u003e\u003cp\u003eOverall, the scenic locations in Luoyang lack sufficient variety in settings suitable for hanfu photography. Furthermore, certain scenic areas are deficient in plant life and thus fail to meet tourists\u0026rsquo; desires for botanical scenes. Consequently, improvements in layout and landscaping are needed. Beyond that, the unmet demand for suitable scenes is also linked to the high volume of visitors in those areas, for Luoyang\u0026rsquo;s renowned attractions are often overcrowded. Whether in Luoyang Ancient City, Baima Temple, or the Sui-Tang Luoyang City scenic area, popular locations for photography frequently experience large crowds, which requires long waits in line. Suitable spots are often congested as well, which creates dissatisfaction among tourists: \u0026ldquo;There are simply too many people. It takes so much time to wait for a photo opportunity, and then someone might take your place. I hope the scenic area can implement measures to manage visitor flows\u0026rdquo; (HF1).\u003c/p\u003e\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e\u003ch2\u003eSpecial reactions: Behavioural context\u003c/h2\u003e\u003cp\u003eWhen engaging with hanfu, the primary behaviour exhibited by tourists is photography, including both selfies and photos taken by others. The significance of photography lies in its role as a means of commemoration and sharing, one that reveals tourists\u0026rsquo; psychological motivations for self-expression, documentation, and sharing. Moreover, the actions of others can influence tourists in hanfu, while the behaviours of those tourists can also impact the actions of other tourists. For instance, tourists in hanfu who organise photo shoots may affect both other tourists in hanfu and other tourists by occupying photo spots and utilising strong lighting that disrupts others\u0026rsquo; visual experiences.\u003c/p\u003e\u003cp\u003e\u003cb\u003eBehavioural context.\u003c/b\u003e Travel is inherently a unique behavioural context, for tourists engage in both everyday behaviours and specialised behaviours at destinations. Everyday behaviours are actions that are commonplace in daily life, whereas specialised behaviours are closely tied to the tourism context. Specialised behaviours may also encompass actions that could occur in daily life but carry different connotations within the travel framework. For example, a tourist\u0026rsquo;s everyday behaviour of eating transforms into the experience of sampling local delicacies while travelling. According to one respondent, \u0026ldquo;Here, the custom is to drink soup, including beef soup and tofu soup, so I participated in the local traditions\u0026rdquo; (HF13). Another added, \u0026ldquo;The speciality cuisine in Luoyang includes the water banquet and pot stickers, both of which I tried\u0026rdquo; (HF21).\u003c/p\u003e\u003cp\u003eIn the context of the embodied hanfu experience, tourists engage in distinct behaviours at various tourist destinations, including making reservations, taking selfies, accommodating others, and waiting for photo opportunities. The initial behaviour of making reservations is evident in the booking of hanfu experience shops and securing spots at scenic locations. Although Luoyang boasts numerous shops dedicated to hanfu experiences, the quality of those establishments varies significantly. Consequently, some tourists consult social media for relevant information, including cautionary posts, when planning their visits. Popular shops for hanfu experiences, which generally receive favourable reviews, often experience high demand, which requires reservations. One tourist remarked, \u0026ldquo;There are too many shops, both big and small. We looked online and made a reservation, but we also have to go early; otherwise, we\u0026rsquo;ll have to wait in line because the shops are so popular, everyone goes there\u0026rdquo; (HF17). The subsequent behaviour involves taking selfies. Tourists who do not hire a photographer for follow-up shots or group photographs often resort to taking selfies due to either being unaccustomed to being photographed by others or finding the associated costs prohibitive. One respondent remarked, \u0026ldquo;I didn\u0026rsquo;t hire a follow-up photographer; it\u0026rsquo;s too expensive. We just help each other take pictures with friends, but group photos are all selfies, taken with a selfie stick\u0026rdquo; (HF9). Additionally, behaviours such as accommodating others and waiting for optimal photo opportunities are common. In prominent scenic locations in Luoyang, the presence of follow-up photographers is widespread, and capturing images often requires both seizing the right moment and ensuring an appropriate backdrop, which can result in extended wait times at popular sites. A tourist noted, \u0026ldquo;There are too many people; the scenic area is full of follow-up photographers. Good spots require waiting in line, just like checking in\u0026rdquo; (HF5). To accommodate tourists who have prearranged photo sessions, some individuals wait for those sessions to conclude before proceeding. One tourist explained, \u0026ldquo;We are all wearing hanfu to take photos, so it\u0026rsquo;s easier for us to understand each other. We\u0026rsquo;ll wait for her (another tourist]) to finish taking pictures before we go through; we won\u0026rsquo;t accidentally walk into the frame and disturb others\u0026rsquo; photos\u0026rdquo; (HF7). However, despite their willingness to be accommodating, some tourists may experience frustration: \u0026ldquo;Others are taking pictures, so it\u0026rsquo;s not good for us to pass by; we can only wait for them to finish before we go through, but doing this all the time is quite time-consuming\u0026rdquo; (HF15).\u003c/p\u003e\u003cp\u003e\u003cul\u003e\u003cli\u003e\u003cp\u003e\u003cb\u003eBehaviour of others.\u003c/b\u003e The behaviours of tourists during their travel experiences can be significantly influenced by the actions of both companions and strangers. Those behaviours primarily include compliments, guidance, and assistance with photography. Compliments from others can positively impact tourists\u0026rsquo; psychological well-being. For instance, one tourist stated, \u0026ldquo;My friend and I compliment each other, and we\u0026rsquo;re quite satisfied with our makeup. Hearing compliments makes me very happy\u0026rdquo; (HF16). Another noted, \u0026ldquo;There was a younger guy who I didn\u0026rsquo;t know who seemed to be looking at me, so I smiled at him, and he said I looked great, which made me quite happy\u0026rdquo; (HF2). After getting compliments, tourists often experience a significant boost in happiness, which may manifest in behaviours such as shyness and expressions of gratitude. Conversely, there are instances in which individuals unfamiliar with hanfu offer unsolicited advice, which can cause discomfort. One tourist articulated their frustration in stating, \u0026ldquo;While taking photos in a bamboo forest at Baima Temple, there was an old man nearby pointing and commenting, which made me angry\u0026rdquo; (HF1). Furthermore, the act of taking photographs often requires companions to assist with capturing images. When the angles for selfies do not meet tourists\u0026rsquo; expectations, companions frequently step in to help, as one tourist remarked, \u0026ldquo;We help each other take photos. We didn\u0026rsquo;t hire a photographer, so we have to do it this way\u0026rdquo; (HF7).\u003c/p\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/p\u003e\u003c/div\u003e\n"},{"header":"Conclusion and discussion","content":"\u003cp\u003e\u003cb\u003eConclusion.\u003c/b\u003e This study explored tourist experiences of wearing hanfu through participatory observation and semi-structured interviews. Thematic analysis yielded three key findings. Firstly, embodied hanfu experiences comprise two interconnected stages: makeup preparation and travel engagement. This dual process operates on both physical and psychological dimensions, enabling tourists to gain multifaceted experiences through embodiment. Physically, sensory engagement, particularly manifested through visual aesthetics and bodily awareness, enables tourists to differentiate hanfu from daily attire while exercising corporeal agency in cultural meaning interpretation. Psychologically, tourists demonstrate complex inner states comprising emotional responses such as joy versus restraint, affective drives including sharing desires, and cognitive appreciations spanning aesthetic valuation and cultural identity formation.\u003c/p\u003e\u003cp\u003eSecondly, atmospheric context profoundly shapes these embodied experiences. Cultural, social, and commercial environments that particularly resonate with hanfu's heritage essence enhance immersion and intensify mind-body engagement. Through atmospheric scenography and imagination, tourists deepen contextual understanding of destinations, further enriching their hanfu encounters.\u003c/p\u003e\u003cp\u003eThirdly, behavioural interactions within tourism spaces critically influence experiential outcomes. While photography functions as the core commemorative and sharing activity, spatial constraints at popular sites trigger distinctive behavioural intersections, exemplified by queuing for photo opportunities. Notably, tourists accompanied by companions demonstrate heightened confidence and emotional fulfillment.\u003c/p\u003e\u003cp\u003eThese findings collectively demonstrate that hanfu experiences emerge from dynamic tourist-environment interactions, where physical presence, psychological states, and contextual elements jointly construct journey meanings.\u003c/p\u003e\u003cp\u003e\u003cb\u003eDiscussion.\u003c/b\u003e Building on this understanding, practical enhancements should prioritize two dimensions: First, hanfu experience providers should adopt tourist-centered approaches is essential. Given that costuming and makeup constitute the experiential core, providers should diversify personalized styling options beyond current homogeneous trends, optimize service quality, and establish fair pricing. Customized designs integrating garments with unique makeup would significantly elevate preparatory-stage engagement. Second, tourism destinations should expand associated cultural scenarios and diversify related traditional content to boost tourist participation. Concurrently, scenic area management should optimize crowd control by standardizing photography appointments, leveraging big data for real-time visitor flow monitoring, and regulating ticketing to deter scalpers. Finally, Luoyang tourism planners should develop the hanfu industrial chain and integrate complementary heritage industries into experiential activities, thereby deepening cultural immersion and enriching participatory engagement.\u003c/p\u003e\n\u003ch3\u003eLimitations and future research\u003c/h3\u003e\n\u003cp\u003eThis study provides empirical insights into the embodied Hanfu experience in Luoyang while acknowledging inherent limitations that warrant scholarly attention. The exclusive focus on Luoyang as a single-case investigation offers contextual richness but constrains the generalizability of findings to regions with differing cultural heritage or tourism infrastructures. Future research should pursue comparative analyses across multiple Hanfu cultural epicenters such as Xi\u0026rsquo;an and Hangzhou to distinguish universal drivers of engagement from location-specific dynamics.\u003c/p\u003e\u003cp\u003eMethodologically, the reliance on self-reported tourist surveys and site-specific behavioural observations presents a second constraint. This approach risks overlooking nuanced psychological antecedents and external influences including social media impact and seasonal fluctuations. Incorporating mixed-method designs\u0026mdash;for instance, biometric measurements like eye-tracking during cultural performances alongside longitudinal sentiment tracking\u0026mdash;would illuminate deeper dimensions of embodied engagement.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003ch2\u003eCompeting interests\u003c/h2\u003e\u003cp\u003eThe author declares no competing interests.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eEthical approval\u003c/strong\u003e\u003cp\u003e All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. The ethics approval was obtained from the Ethics Committee of XXX (Approval No.: USTS2023068) on 9 June 2023. The approval covers all research procedures, including participant recruitment, interviews, and informed consent protocols.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eInformed consent\u003c/strong\u003e\u003cp\u003e Informed consent was obtained from all participants prior to their involvement in this study. Written informed consent was secured from each participant following detailed written and verbal explanations provided by the researchers. These explanations covered the study\u0026rsquo;s purpose, scope, methodology, and any potential risks involved. Participants signed consent forms confirming their voluntary participation, agreement to the use of collected data for scientific purposes, and consent to the anonymous publication of the study\u0026rsquo;s findings. The informed consent process was conducted and documented by the researchers (XXX and XXX). Specifically, consent forms were signed by 14 participants between 1 July 2023 and 21 July 2023, and by 10 participants between 15 January 2024 and 30 January 2024. The study did not involve special groups or vulnerable individuals such as children, patients, or refugees. No payment or compensation was provided to participants for their involvement. All participants received written assurance that the information they provided would be kept confidential, their personal data would be protected, and the research results would only be reported anonymously. Participants were also explicitly informed of their right to withdraw from the study at any time without penalty and were assured that their data would be promptly destroyed in such an event.\u003c/p\u003e\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eZ.J. and C.J. conceptualized the study design, performed the statistical analyses, and drafted the manuscript. L.Z. conceptualized the study design and critically revised the paper. The manuscript was drafted by core members and revised collaboratively, with all approving the final version. All authors have read and agreed to the published version of the manuscript.\u003c/p\u003e\u003ch2\u003eAcknowledgements\u003c/h2\u003e\u003cp\u003eThis work was supported by the National Nature Science Foundation of China (No. XXX) and the XXX (No. XXX).\u003c/p\u003e\u003ch2\u003eData Availability\u003c/h2\u003e\u003cp\u003eThe core analysis results derived from interview recordings are included in the main text of the manuscript. Due to ethical restrictions and participant confidentiality commitments, the original interview recordings (as primary data) cannot be publicly shared. Requests for access to de-identified interview transcripts may be directed to the corresponding author upon reasonable request, following publication.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eYe BP (2019) Tourism psychology. 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Although such experiences are often integrated into tourism activities that offer unique, participatory experiences, the topic has been largely overlooked in research on tourism study. In a case study on Luoyang, China, the ancient capital of the Han dynasty, interviews were conducted to examine the characteristics and development of hanfu embodied experiences. The results indicate that embodied hanfu experiences can be categorised as the hanfu makeup experience and the hanfu travel experience, both of which encompass psychological and physical dimensions that afford tourists diverse physical and emotional insights. Cultural, social, and commercial ambiance play crucial roles in shaping embodied hanfu experiences, as does the construction of the scene in which hanfu is worn. Therein, the behavior of tourists and of bystanders influences the other.","manuscriptTitle":"Embodied Hanfu culture experiences among tourists in historical Luoyang, China","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-09-11 13:44:50","doi":"10.21203/rs.3.rs-7193860/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"85ced70e-f6c3-4dfd-b024-6ef102d08c8b","owner":[],"postedDate":"September 11th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":54029209,"name":"Social science/Anthropology"},{"id":54029210,"name":"Humanities/Cultural and media studies"},{"id":54029211,"name":"Social science/Cultural and media studies"},{"id":54029212,"name":"Scientific community and society/Geography"},{"id":54029213,"name":"Social science/Geography"},{"id":54029214,"name":"Biological sciences/Psychology"},{"id":54029215,"name":"Social science/Psychology"},{"id":54029216,"name":"Humanities/Religion"},{"id":54029217,"name":"Social science/Sociology"}],"tags":[],"updatedAt":"2025-10-24T00:08:13+00:00","versionOfRecord":[],"versionCreatedAt":"2025-09-11 13:44:50","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7193860","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7193860","identity":"rs-7193860","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}