Performative motivations in immersive cultural tourism: reframing tourist experience as co-created leisure

This study explores the performative nature of tourist motivation in immersive cultural tourism, reconceptualizing motivation as a dynamic and co-created outcome of leisure participation. Using the immersive drama theme park Unique Henan as a case, and drawing on leisure theory, narrative transportation, and motivation research, we argue that tourist motivation is not static or predetermined, but emerges through physical, emotional, and symbolic engagement. Employing a qualitative multi-method approach, combining netnographic analysis of social media content with in-depth interviews, this study reveals how immersive experiences function as both cultural consumption and performative leisure. The findings offer theoretical contributions to motivation and leisure studies and practical insights for destination marketing organizations seeking to foster deeper tourist engagement through participatory narrative design.