@article{ART003268495},
author={Zhang Han and PARK, Tchi Wan},
title={A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls},
journal={The Journal of Study on Language and Culture of Korea and China},
issn={1738-0502},
year={2025},
number={78},
pages={349-374},
doi={10.16874/jslckc.2025..78.013}
TY - JOUR
AU - Zhang Han
AU - PARK, Tchi Wan
TI - A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls
JO - The Journal of Study on Language and Culture of Korea and China
PY - 2025
VL - null
IS - 78
PB - Korean Society of Study on Chinese Languge and Culture
SP - 349
EP - 374
SN - 1738-0502
AB - Against the backdrop of China’s “culture–tourism integration” policy, this study analyzes the experiential mechanisms and cultural–creative transformation of Gansu food character dolls, drawing on immersion theory and subcultural theory. The research focuses on three aspects. First, it identifies the local identity, self-expressiveness, and historicity embedded in the moé elements of the dolls, thereby clarifying their regional cultural implications and subcultural character. Second, it reveals how, within the expansion of the Guochao (national trend) movement, the dolls enacted a strategy of localization, functioning as a cultural resistance to globalization while achieving reintegration into commercialization. Third, it explores how ritualized packaging and gamified interaction, within the “person–commodity–space” structure, stimulate tourists’ immersive experiences and lead to transformation and sharing across cognitive, emotional, and behavioral dimensions. The findings demonstrate that Gansu food character dolls function not merely as tourism souvenirs but as cultural practices that integrate participation, interaction, and recreation. They foster emotional resonance among tourists, contribute to the construction of regional cultural brands, and promote the revitalization of cultural tourism.
KW - Subculture;Moé Culture;Immersion Theory;Marketing Effect;Gansu Food Character Dolls
DO - 10.16874/jslckc.2025..78.013
ER -
Zhang Han and PARK, Tchi Wan. (2025). A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls. The Journal of Study on Language and Culture of Korea and China, 78, 349-374.
Zhang Han and PARK, Tchi Wan. 2025, "A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls", The Journal of Study on Language and Culture of Korea and China, no.78, pp.349-374. Available from: doi:10.16874/jslckc.2025..78.013
Zhang Han, PARK, Tchi Wan "A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls" The Journal of Study on Language and Culture of Korea and China 78 pp.349-374 (2025) : 349.
Zhang Han, PARK, Tchi Wan. A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls. 2025; 78 : 349-374. Available from: doi:10.16874/jslckc.2025..78.013
Zhang Han and PARK, Tchi Wan. "A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls" The Journal of Study on Language and Culture of Korea and China no.78(2025) : 349-374.doi: 10.16874/jslckc.2025..78.013
Zhang Han; PARK, Tchi Wan. A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls. The Journal of Study on Language and Culture of Korea and China, 78, 349-374. doi: 10.16874/jslckc.2025..78.013
Zhang Han; PARK, Tchi Wan. A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls. The Journal of Study on Language and Culture of Korea and China. 2025; 78 349-374. doi: 10.16874/jslckc.2025..78.013
Zhang Han, PARK, Tchi Wan. A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls. 2025; 78 : 349-374. Available from: doi:10.16874/jslckc.2025..78.013
Zhang Han and PARK, Tchi Wan. "A Study on the MoCulture and Immersion Theory-Based Experiential Marketing of Gansu Food Character Dolls" The Journal of Study on Language and Culture of Korea and China no.78(2025) : 349-374.doi: 10.16874/jslckc.2025..78.013
