The Transmission Path of Tourists’ Perceived Crowding and Consumption Behavior: Evidence from Lijiang Ancient Town

Main Article Content

Yirui Qian
School of Management, Guangdong Ocean University, Zhanjiang, 524088, China

Xinxin Guo
School of Management, Guangdong Ocean University, Zhanjiang, 524088, China

DOI: https://doi.org/10.70267/ijassr.260301.8093

Keywords

perceived crowding, conformity psychology, consumption intention, Lijiang ancient town

Abstract

Ancient towns designated as World Cultural Heritage sites attract large-scale tourist flows due to their unique landscape features, often resulting in severe crowding issues. However, the internal mechanisms through which perceived crowding influences tourists’ consumption decisions remain underexplored. This study conducts a questionnaire survey in Lijiang Ancient Town, collecting 323 valid samples, and constructs a structural equation model (SEM) of “perceived crowding-conformity psychology-tourist consumption behavior.” The findings indicate that perceived crowding has no direct significant impact on tourists’ immediate consumption behavior or sustained consumption intention. Perceived crowding significantly positively induces tourists’ conformity psychology, as individuals in high-density environments tend to seek group identification to mitigate decision-making risks. Conformity psychology plays a complete mediating role between perceived crowding and tourist consumption behavior, serving as the core transmission “bridge” linking spatial environmental perception to actual consumption actions. This study reveals the psychological mechanisms underlying the “the more crowded, the more they buy” phenomenon in tourism settings and provides practical implications for ancient town scenic areas to enhance commercial conversion efficiency through optimized crowd guidance and consumption atmosphere creation.

Abstract 0 | PDF Downloads 0

References

  • [1] Stokols, D. On the distinction between density and crowding: Some implications for future research. Psychological Review. 1972, 79(3), pp. 275-277. https://doi.org/10.1037/h0032706.
  • [2] Lee, S. Y., Kim, J.-O. and Li, J.-G. Impacts of Store Crowding on Shopping Behavior and Store Image. Journal of Asian Architecture and Building Engineering. 2011, 10(1), pp. 133-140. https://doi.org/10.3130/jaabe.10.133.
  • [3] Zhang, Y. G., Yu, X. Y., Wong, I. A., Cheng, J. J. and Yin, S. B. Research on the influential mechanism between the tourists'crowding perception and emotions for recreation in ancient village SCENIC spot: A case study of xidi and hongcun ancient villages Human Geography. 2018, 33(02), pp. 138-146. https://doi.org/10.13959/j.issn.1003-2398.2018.02.018.
  • [4] Chen, W. R., Hou, J. X. and Zhang, B. R. The Relationships among Perceived Crowding in Night Markets, Destination Image, Emotional Experience, Satisfaction, and Revisit Intention. Journal of Landscape Architecture (Taiwan). 2019, 23(2), pp. 51-82.
  • [5] T., H. and Z., Z. C. Does crowding arouse negative emotions in tourists? An empirical study based on the sunrise viewing context at mount tai. Nankai Business Review. 2024, 27(1), pp. 98-107.
  • [6] Lin, M. H., Yu, S. Q. and Wang, Y. J. Research on tourists’ perceived crowding and adaptation mechanisms and their impact on satisfaction in urban natural parks. Journal of Natural Resources. 2023, 38(4), pp. 1025-1039.
  • [7] Liu, M. K. and Liang, L. J. Research on the influence mechanism of sensory experience of night scenes on tourism consumption behaviour. Journal of Guangxi University(Philosophy and Social Sciences). 2024, 46(6), pp. 144-156. https://doi.org/10.13624/j.cnki.jgupss.2024.06.016.
  • [8] Graham, J. R. Herding among investment newsletters: Theory and evidence. The Journal of Finance. 1999, 54(1), pp. 237-268. https://doi.org/10.1111/0022-1082.00103.
  • [9] Banerjee, A. V. A simple model of herd behavior. The quarterly journal of economics. 1992, 107(3), pp. 797-817. https://doi.org/10.2307/2118364.
  • [10] Xia, T. S., Shi, Z. M. and Lai, L. S. The relationship between social exclusion and prosocial consumption behavior under conformity scenarios. Journal of Management Sciences. 2020, 33(1), pp. 114-125.
  • [11] Zhang, C. H. and Zhao, X. R. Optimal quality effort strategy in supply chain of live streaming e-commerce considering herding effect and anchor influence Journal of Industrial Engineering and Engineering Management. 2025, 39(06), pp. 252-267. https://doi.org/10.13587/j.cnki.jieem.2025.06.018.
  • [12] Gong, Q. and Diao, X. The impacts of investor network and herd behavior on market stability: Social learning, network structure, and heterogeneity. European Journal of Operational Research. 2023, 306(3), pp. 1388-1398. https://doi.org/10.1016/j.ejor.2022.07.016.
  • [13] Xie, Y., Cui, F. and Gao, P. Influence of CO-presence and Social Presence on Online Herd Consumption in Live Marketing. Journal of Business Economics. 2021(2), pp. 68-79.
  • [14] Yu, Y. H. Study on the influence of consumer confusion on conformity consumption in online shopping situation. Master's Thesis: Jilin University, 2022. https://doi.org/10.27162/d.cnki.gjlin.2022.001899.
  • [15] Huang, Y. X., Liu, K. B. and Zhao, M. J. Awareness of Health or Group Mentality?: Analysis on the Motives of Residents' Consumption of Miscellaneous Grain-based on PSM Model. Journal of Agrotechnical Economics. 2022(2), pp. 110-125. https://doi.org/10.13246/j.cnki.jae.20210728.001.
  • [16] Xie, Y. J., Yu, J. and Yang, K. Situational orientation of tourism consumption: tourism enclave effect and fear of consumption in scenic spots: Taking Zhongshan Road Scenic Area in Haikou Qilou Old Street Area as an example. Journal of Shaanxi Normal University(Natural Science Edition). 2020, 48(4), pp. 56-70. https://doi.org/10.15983/j.cnki.jsnu.2020.04.022.
  • [17] Diao, Z. G. Tourist Consumption Level of China's Rural Residents and Its Regional Classification. Scientia Geographica Sinica. 2009, 29(2), pp. 195-199. https://doi.org/10.13249/j.cnki.sgs.2009.02.024.
  • [18] Jiang, G. H. Research on influencing factors of family tourism consumption in China. Guangxi Social Sciences. 2017(5), pp. 75-79.
  • [19] Wei, X. Do you travel for money or for your dreams?: Research on the mechanism of“expected income”on tourism consumption decision-making. Tourism Tribune. 2020, 35(4), pp. 12-25. https://doi.org/10.19765/j.cnki.1002-5006.2020.04.006.
  • [20] Brida, J. G. and Scuderi, R. Determinants of tourist expenditure: A review of microeconometric models. Tourism Management Perspectives. 2013, 6, pp. 28-40. https://doi.org/10.1016/j.tmp.2012.10.006.
  • [21] Qiu, F. D. and Wu, M. Z. Research on influencing factors of tourism decision-making. Psychological Science. 2004, 27(5), pp. 1214-1217.
  • [22] Yu, F. L., Huang, Z. F. and L., F. Y. Analysis of tourism consumption characteristics and influencing factors of rural residents in China. Geographical Research. 2013, 32(8), pp. 1565-1576.
  • [23] Stokols, D. The Experience of Crowding in Primary and Secondary Environments. Environment and Behavior. 1976, 8(1), pp. 49-86. https://doi.org/10.1177/001391657600800104.
  • [24] Lascu, D.-N. and Zinkhan, G. Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice. 1999, 7(3), pp. 1-12. https://doi.org/10.1080/10696679.1999.11501836.
  • [25] Wen, B. Research on the Mechanism of Social Presence’s Influence on Online Conformity Consumption Behavior in Live-Streaming Marketing. Master's Thesis, Nanchang: Jiangxi University of Finance and Economics, 2021.
  • [26] Caldwell, C. and Hibbert, S. A. The influence of music tempo and musical preference on restaurant patrons' behavior. Psychology & Marketing. 2002, 19(11), pp. 895-917. https://doi.org/10.1002/mar.10043.
  • [27] Jang, S. and Namkung, Y. Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research. 2009, 62(4), pp. 451-460. https://doi.org/10.1016/j.jbusres.2008.01.038.
  • [28] Eroglu, S. A. and Machleit, K. A. An empirical study of retail crowding: antecedents and consequences. Journal of retailing. 1990, 66(2), p. 201.
  • [29] Cheng, P., Yang, X. and Peng, M. Progress in Chinese and International Tourism Crowding Research and Its Implications. Tourism Tribune/Lvyou Xuekan. 2015, 30(3). https://doi.org/10.3969/j.issn.1002-5006.2015.03.011.
  • [30] Oliver, R. L. Whence Consumer Loyalty? Journal of Marketing. 1999, 63(4_suppl1), pp. 33-44. https://doi.org/10.1177/00222429990634s105.
  • [31] Oppermann, M. Tourism Destination Loyalty. Journal of Travel Research. 2000, 39(1), pp. 78-84. https://doi.org/10.1177/004728750003900110.
  • [32] Grönroos, C. Service Management and Marketing: Customer Management in Service Competition. Hoboken, NJ: John Wiley & Sons, 2007.
  • [33] Shen, M. Q., Wang, H. Z. and Hu, G. M. A review and prospect of social crowding research in the marketing field. Foreign Economics & Management. 2019, 41(3), pp. 85-98.
  • [34] Kaplan, L. B., Szybillo, G. J. and Jacoby, J. Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology. 1974, 59(3), pp. 287-291. https://doi.org/10.1037/h0036657.
  • [35] Liu, C. Tourism Psychology. Beijing: Science Press, 2004.
  • [36] Tajfel, H. The social psychology of intergroup relations. Annual Review of Psychology. 1979, 30(1), pp. 1-39.
  • [37] Sun, Z. H., Zhang, R. L. and Li, L. Research on the influence mechanism of sports event credibility on sports consumption: Based on a moderated mediation model of sports event image and conformity behavior. Journal of Shandong Sport University. 2024, 40(6), pp. 67-76,85.
  • [38] Zulfikar, R., Hussein, A. S., Suryadi, N. and Setiawan, M. Decoding key antecedents, moderators, and consequences of herd behaviour to predict consumers’ behaviour intentions: a systematic literature review. Serbian Journal of Management. 2025, 20(2), pp. 367-395. https://doi.org/10.5937/sjm20-55029.
  • [39] Roth, M. S., Kolb, B. and Schweiger, G. F. Tourist herding behavior: Effects on destination choice and satisfaction. Journal of Travel Research. 2017, 53(4), pp. 466-477.
  • [40] Correia, A., Kozak, M. and Reis, E. Tourist behavior and risk perception in times of crisis. Tourism Management. 2016, 57, pp. 38-48.
  • [41] Anderson, J. C. and Gerbing, D. W. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin. 1988, 103, pp. 411-423. https://doi.org/10.1037/0033-2909.103.3.411.
  • [42] Wen, Z. and Ye, B. Mediating effect analysis: method and model development. Advances in psychological science. 2014, 22(5), pp. 731-745. https://doi.org/10.3724/sp.j.1042.2014.00731.

Article Sidebar

PDF
Published
Feb 26, 2026
Issue
Vol. 3 No. 1 (2026)
Section
Research Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Qian, Y., & Guo, X. (2026). The Transmission Path of Tourists’ Perceived Crowding and Consumption Behavior: Evidence from Lijiang Ancient Town. International Journal of Asian Social Science Research , 3(1), 80-93. https://doi.org/10.70267/ijassr.260301.8093