Night tourscape: Structural dimensions and experiential effects

Night tourscape design is essential to prolonging tourists' dwelling time and increasing consumption at night. However, there is an academic gap on how to create an attractive night tourscape. This paper uses Python data mining technology to collect 1357 reviews and 83 travelogues about the Xi'an Grand Tang Dynasty Ever-bright City, and clarifies night tourscape components and influences based on grounded theory. The results revealed that night tourscape comprises space presentation, night atmosphere, merchandise, night activities, crowds, and culture display. There are multistage forming paths between the night tourscape and tourist experience, and the former directly stimulates tourists' sensory experience, which in turn affects their emotional, functional and flow experience. This paper creates a new concept of the night tourscape, contributes to experiencescape theory applications and enriches the night tourism research framework. It provides practical insights into personalized night tourscape designs and helps improve the competitiveness of night tourism.