Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 15 May 2023
Issue publication date: 7 March 2024
Abstract
Purpose
“Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for idol-related purposes, engage in interactive events and have co-created experiences at destinations. With the growing market size of fan economy, fan tourists generate significant revenue for the local. However, many destinations have not fully utilised this opportunity, and there is a lack of research on this niche form of tourism. This research was undertaken to address this research gap.
Design/methodology/approach
This study adopted an idol worship–motivation–co-created experience–tour satisfaction–destination loyalty framework in the context of idol pilgrimage tours. In addition, this study investigated the direct influence of idol worship on the other four constructs. Data were collected from 354 Chinese fans who had such experience through online questionnaires. The partial least squares–structural equation modelling technique was used to examine the research model.
Findings
It was demonstrated that idol worship has a direct influence on motivation, co-created experience, satisfaction and loyalty and that there is a positive relationship between motivation, co-created experience, satisfaction and loyalty. The results advance the brand sacralisation literature by studying worship in a tourism context and contribute to interactive marketing literature by clarifying the interactive mechanism between relationships among the idol, fans and destinations. The study suggests some practical implications for destination management organisations attempting to target tourist fans.
Originality/value
This is the first study introducing the concept of the idol pilgrimage tour. Empirical results of this study reveal the underlying mechanism of how idols influence fans' travel-related psychology and behaviour.
Keywords
Acknowledgements
Funding: This study was funded by the specific research fund of the Innovation Platform for Academicians of Hainan Province, Hainan Provincial Natural Science Foundation of China (grant no. 722QN289) and Hainan Provincial Philosophy and Social Science Project (grant no. HNSK(YB)22-25).
Citation
Tian, J., Li, T.(T)., Chen, R., Yang, K., Li, P. and Wen, S. (2024), "Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China", Journal of Research in Interactive Marketing, Vol. 18 No. 2, pp. 257-274. https://doi.org/10.1108/JRIM-01-2023-0020
Publisher
:Emerald Publishing Limited
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