Abstract
ABSTRACT Drawing on the perspective of ritualised leisure experiences underscored by the theory of interaction ritual chain, this study attempts to demystify the seemingly irrational and ineffable long queues of Chinese customers for a bubble tea brand which is only priced modestly. A four-factor scale of ritualised leisure experiences was conceptually proposed and empirically assessed with survey-derived data. Meanwhile, the research variables of subjective vitality and customer loyalty were incorporated to account for the cognitive and affective processes activated and engaged in the ritualised queuing experiences. Modelling results report that the confirmed scale of ritualised leisure experiences exerts positive effects upon customer loyalty, as mediated by subjective vitality. Meanwhile, young Chinese females have been profiled as the outstanding force shaping and reinforcing the queuing culture, claiming and asserting their own sway of leisure discourses in contemporary China. This study expands knowledge on rituality in leisure contexts, and offers references for leisure practitioners in better embedding ritualised components into the brand equity of leisure products and services.
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