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...

Full description

Bibliographic Details
Main Authors: Jian Yang, Jian Ming Luo, Ivan Ka Wai Lai
Format: Article
Language:English
Published: MDPI AG 2021-02-01
Series:Sustainability
Subjects:
Online Access:https://www.mdpi.com/2071-1050/13/4/1980
id doaj-c7e7745f54534691b3c90a1199a0d3a3
record_format Article
spelling 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
_version_ 1724272741944655872