Writtle Siample

Cultural tourism derived from the two-dimensional culture has attracted scholarly attention in recent years. Two-dimensional culture refers to anime enthusiast and has formed huge industrial chain ranging from movies, performances and theme parks to animation, comic, game, and light novel (ACGN). This industrial chain has created great economic value with the increase in public interest and cultural diffusion. While previous studies have primarily focused on the economic effect and contribution of two-dimensional culture, less attention has been given to how such culture may facilitate consumer’s construction of self-identity and self-esteem, as well as how such effect may influence motivation and loyalty towards products derived from two-dimensional culture. By adopting ChinaJoy (CJ), the largest exhibition for anime enthusiasts in China, as the research vehicle, this study aims to examine the process of CJ participants in constructing group identity through authentic experience under social identity theory, and how such construction influences loyalty towards future event participation. A total of 298 questionnaires were collected and analyzed. Results indicate that CJ participants seek and express their authentic self by participating CJ in person. Another finding suggests that such participation strengthens group identity of anime enthusiasts by socializing with others. Most importantly, authentic experience and group identity strongly influences loyalty and willingness to revisit CJ. Findings from the study provides insights and reference for the marketing and design of similar anime exhibitions in China.