Why is Wearing Hanfu to Travel Becoming Increasingly Popular? A Mixed Study on the Motivation and Loyalty of Hanfu Tourists

This article reveals the motivations of Hanfu tourists and the configurations of "motivation and loyalty". Study 1 involved semistructured interviews with 21 Hanfu tourists and revealed the motivations for tourists to wear Hanfu.Study 2 found that scene consistency is a necessary condition for Hanfu tourists to generate high loyalty.