Abstract
<title>Abstract</title> <p>This study explores how short-video marketing shapes Hanfu travel interactive experiences by examining the dual sequential mediating roles of Hanfu travel motivations, constraints, and attitudes. This research advances cultural tourism theory by conceptualizing Hanfu as intangible cultural heritage fashion, distinguishing performative interactive experience from generic tourist satisfaction, and retheorizing travel constraints as malleable dynamic mediators rather than static barriers. A total of 408 valid questionnaire responses were collected, and the dual sequential mediation model was primarily estimated using covariance-based structural equation modeling to test serial indirect effects. The results show that short-video marketing exerts significant positive effects on Hanfu travel motivations and Hanfu travel attitudes, and a significant negative mitigating effect on Hanfu travel constraints. Both Hanfu travel motivations and Hanfu travel constraints significantly predict Hanfu travel attitudes, which in turn enhance Hanfu travel interactive experiences. This model validates two parallel, chained psychological pathways from digital marketing stimuli to offline cultural participation, offering a targeted psychological framework for heritage tourism and short-form video marketing.</p>