Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera
Many regions and countries hope to employ cultural leisure products to obtain economic benefits. However, in the process of globalisation, cultural standardisation has posed difficulties for vulnerable cultures in terms of cultural inheritance and sustainable development. As with many intangible cul...
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Online Access: | https://www.mdpi.com/2071-1050/13/4/1980 |
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doaj-c7e7745f54534691b3c90a1199a0d3a32021-02-13T00:00:37ZengMDPI AGSustainability2071-10502021-02-01131980198010.3390/su13041980Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese OperaJian Yang0Jian Ming Luo1Ivan Ka Wai Lai2School of Journalism and Communication, Guangzhou University, Guangzhou 510006, ChinaFaculty of International Tourism and Management, City University of Macau, Macau, ChinaFaculty of International Tourism and Management, City University of Macau, Macau, ChinaMany regions and countries hope to employ cultural leisure products to obtain economic benefits. However, in the process of globalisation, cultural standardisation has posed difficulties for vulnerable cultures in terms of cultural inheritance and sustainable development. As with many intangible cultural heritages, Cantonese opera is also facing a shrinking market. Hence, to develop the strategy of sustainable development of Cantonese opera, this research aims to clarify the connection between cultural identity and loyalty in cultural leisure consumption in the context of Cantonese opera as a leisure product. The results show that each dimension of cultural identity has a positive effect on perceived value, and two dimensions positively affect satisfaction. The path of cultural identity building loyalty is also confirmed to be through perceived value and satisfaction. Future studies and the consequences of future practices are discussed.https://www.mdpi.com/2071-1050/13/4/1980cultural leisurecultural sustainabilitycultural identityperceived valuesatisfactionloyalty |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Jian Yang Jian Ming Luo Ivan Ka Wai Lai |
spellingShingle |
Jian Yang Jian Ming Luo Ivan Ka Wai Lai Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera Sustainability cultural leisure cultural sustainability cultural identity perceived value satisfaction loyalty |
author_facet |
Jian Yang Jian Ming Luo Ivan Ka Wai Lai |
author_sort |
Jian Yang |
title |
Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera |
title_short |
Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera |
title_full |
Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera |
title_fullStr |
Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera |
title_full_unstemmed |
Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera |
title_sort |
construction of leisure consumer loyalty from cultural identity—a case of cantonese opera |
publisher |
MDPI AG |
series |
Sustainability |
issn |
2071-1050 |
publishDate |
2021-02-01 |
description |
Many regions and countries hope to employ cultural leisure products to obtain economic benefits. However, in the process of globalisation, cultural standardisation has posed difficulties for vulnerable cultures in terms of cultural inheritance and sustainable development. As with many intangible cultural heritages, Cantonese opera is also facing a shrinking market. Hence, to develop the strategy of sustainable development of Cantonese opera, this research aims to clarify the connection between cultural identity and loyalty in cultural leisure consumption in the context of Cantonese opera as a leisure product. The results show that each dimension of cultural identity has a positive effect on perceived value, and two dimensions positively affect satisfaction. The path of cultural identity building loyalty is also confirmed to be through perceived value and satisfaction. Future studies and the consequences of future practices are discussed. |
topic |
cultural leisure cultural sustainability cultural identity perceived value satisfaction loyalty |
url |
https://www.mdpi.com/2071-1050/13/4/1980 |
work_keys_str_mv |
AT jianyang constructionofleisureconsumerloyaltyfromculturalidentityacaseofcantoneseopera AT jianmingluo constructionofleisureconsumerloyaltyfromculturalidentityacaseofcantoneseopera AT ivankawailai constructionofleisureconsumerloyaltyfromculturalidentityacaseofcantoneseopera |
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1724272741944655872 |