Decoding cultural expressions in Hanfu design: a Kansei engineering approach to enhancing wearable heritage in tourism

In tourism development, creating distinctive and memorable experiences has become a key strategy for attracting visitors. Hanfu, a traditional element of Chinese culture, has gained significant popularity among tourists in recent years. This study investigates tourist preferences for Hanfu during cultural activities and develops a scientific evaluation index system to guide the design of costumes tailored to these preferences. Utilizing principles of Kansei Engineering, the research establishes an evaluation index and model library to quantitatively analyze Hanfu silhouettes and patterns. Results reveal that tourists favor A-, X-, and H-silhouettes as well as designs featuring animal, plant, and floral patterns. Exploratory factor analysis identifies temperament, visual appeal, and perception as critical factors influencing preferences. These findings enhance theoretical understanding of Hanfu-related cultural experiences and provide practical insights for designing engaging activities. Furthermore, the study validates the applicability of Kansei Engineering in advancing research on Hanfu tourism experiences.