Building a narcissism-based framework of picnics: An eastern culture perspective

Abstract

Through the lens of narcissism theory, this study investigates and analyzes the recent trend of picnics in China with the following primary research objectives: (1) What are the patterns, attitudes, and motivations for picnics in China? (2) How the picnic experience shapes picnickers' attitudes and behaviors based on narcissism theory. A mixed-methods approach was conducted for this study, with 17 respondents participating in in-depth semi-structured interviews and 383 questionnaire respondents invited to participate. A theoretical framework was developed based on the findings of the qualitative phase and related literature. Subsequent quantitative results further verified that self-expression, self-presentation, and conspicuousness are three key narcissism-based motives for the picnic experience. Additionally, curiosity plays a moderating role that influences how self-expression, self-presentation, and conspicuousness drive perceived flow during picnics. The major contribution of this study is the construction of a theoretical framework that understands picnicking motives and processes as an overlooked tourism domain. Management implicationsThis study explored the picnic phenomenon in China and examined its implications from a management perspective. It was identified that picnicking in the Chinese context differs significantly from the western perspective. In Eastern cultures, picnics are conspicuous activities and lifestyles where the presentation of decorations and delicacies takes precedence over the picnic food itself. Therefore, destinations and stakeholders catering to Chinese picnickers should emphasize how they can assist picnickers in showcasing their uniqueness and self-presentation. This distinction has crucial management implications, highlighting the need to focus on the aesthetic and social aspects of picnicking to cater effectively to Chinese picnickers.