Scale development and validation of anime tourism motivations

© 2020 Informa UK Limited, trading as Taylor & Francis Group. Anime tourism has emerged as an important form of tourism resulted from both online and offline human activities and interactions. However, investigations into anime tourism motivations remain limited. Using Chinese anime tourists as study subjects and employing a mixed methods approach, this study develops a five-dimension anime tourism motivation scale with sufficient reliability and validity. The five motivational factors are anime authenticity seeking, novelty, escape/relaxation, socialisation, and anime cultural exploration. The results help understand unique anime tourist behaviours, expand the current knowledge of media-induced tourism, and extend contemporary cultural consumption literature. Based on the results, theoretical and managerial implications were discussed.