Culture Seekers, Pilgrims, and Sightseers at a Site of Folkloric Practices: Why Different Visitors Share Similar Perceptions of Place

The paper reports research at the Taihao Fuxi Mausoleum in Zhoukou, China. Drawing on mixed methods research, it examines “Why is it that differing types of visitors report similar levels of visitor experience and satisfaction?” at a site of folkloric practices. The qualitative sample comprised 37 respondents and the quantitative sample questioned 347 males and 368 females. Despite differences between visitor motivations, significant commonalities in visitor experiences emerged. The Mausoleum honors traditional patterns emphasizing folk practices that bestow a destination authenticity through adherence to ancient Chinese traditions. Findings shed light on visitors' consumption of folkloric belief that revolves around the veneration of a diverse system of traditional beliefs including ancestor worship and nature‐related folk customs. The current study adopts a research stance not centered on monotheistic religions but earlier practices that are the foundation for Chinese cultural beliefs of harmony.