Asian Journal of Education and Social Studies

This study investigates the evolving role of paid photography services in the experiential economy of iconic Chinese tourist destinations, examining how such services transform peripheral economic activities into meaningful cultural engagements. Grounded in Pine and Gilmore’s experience economy framework and extended through the construct of cultural embeddedness, we develop a structural model that captures the cognitive and emotional mechanisms linking five experience dimensions—education, entertainment, escapism, aesthetics, and cultural embeddedness—to perceived value, satisfaction, and behavioral intention.

Data were collected through a mixed-methods approach, combining 523 valid tourist surveys with 75 in-depth interviews across five well-known attractions (Zhangjiajie, Lijiang Ancient Town, West Lake, Longmen Grottoes, and the Great Wall). The quantitative analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA), reveals significant path differences across site types (cultural vs. natural) and tourist segments (independent vs. family travelers). Qualitative findings further enrich the interpretation by identifying themes of cultural immersion, aesthetic resonance, and emotional bonding as drivers of perceived value.

The study contributes to tourism research by conceptualizing photo services as symbolic and relational experiences rather than transactional consumption. Managerially, the findings offer practical guidelines for designing culturally immersive, visually engaging, and demographically tailored experience packages, while also proposing a governance framework for sustainable service integration. Limitations and future research directions—including technological mediation and ecological sustainability—are also discussed.