Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera

Jian Yang,Jian Ming Luo,Ivan Ka Wai Lai

doi:10.3390/su13041980

Jian Yang, Jian Ming Luo + Show 1 more

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https://doi.org/10.3390/su13041980

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Journal: Sustainability	Publication Date: Feb 12, 2021
Citations: 5	License type: CC BY 4.0

Affiliation: Guangzhou University, City University of Macau

Abstract

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.

Highlights

The Clarity dimension of cultural identity was assessed with three items [9,38,83]; the Pride dimension of cultural identity was assessed with three items [9,38,83]; the Engagement dimension of cultural identity was assessed with five items [9,38,83]; perceived value was assessed with four items [42,84,85]; satisfaction was assessed with three items [78,86,87]; and loyalty was assessed with three items [88,89,90]
The global dynamics of culture have blurred the boundaries of countries to some extent, and cultural standardisation has led to the phenomenon of decolonisation around the world [102]
This study showed the path of sustainable development for Chinese traditional culture in the leisure consumption market

Summary

Introduction

In the process of globalisation, cultural standardisation has raised difficulties for vulnerable traditional cultures in terms of cultural inheritance and sustainable development. Current research suggests that the continuation and revival of culture are closely related to leisure [2], because leisure activity has been an essential arena for constructing cultural identity [3,4]. Some studies on leisure behaviours show that immigrants are willing to maintain their cultural identity and are more inclined to participate in culture-related activities with their ethnic groups [5]. There seems to be a mutual influence between cultural identity and leisure behaviours, but how to sustain the development of traditional culture through cultural identity and leisure activity is still unknown. Current empirical research fails to explain how cultural identity influences cultural leisure participation behaviours clearly

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