Mixed-method analysis reveals positive impacts of dress-up experiences on tourists' citizenship behavior, indicating cultural involvement plays a key role.
Experiencing traditional costumes has emerged as a significant tourism trend. Our article adopted a mixed method to explore the tourism dress-up experience's positive effect. The findings show that the positive effects of the tourism dress-up experience can contribute to tourists' citizenship behavior by creating value in their experience, in which role projection, immersion, and positive emotions play a key mediating role; Tourists perceived uniqueness and cultural involvement positively moderate the impact of dress-up experience on tourists' citizenship behavior. The results expand the research framework of costumes and cultural tourism experience and provide theoretical guidance for the tourism dress-up industry.
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Tang et al. (2025) studied this question.
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