A study on the coordinative green development of tourist experience and commercialization of tourism at cultural heritage sites

Chengcai Tang, Qianqian Zheng, Pin T Ng

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Abstract

Tourism at China's cultural heritage sites has developed rapidly in recent years. These sites have encountered many challenging problems such as poor tourist experience, over-commercialization, and loss of cultural authenticity. This study took the coordinative green development of tourist experience and commercialization of tourism (CGDTECT) at cultural heritage sites as the research objective, using two UNESCO World Heritage Sites-the Ancient City of Pingyao and West Lake Cultural Landscape of Hangzhou-and the Confucius Temple in the historic district of Nanjing as case studies. As such, we attempted to construct an indicator system for CGDTECT at cultural heritage sites. We adopted a fuzzy comprehensive evaluation method and importance-performance analysis (IPA) method to analyze the importance and performance of CGDTECT from a tourist's perspective. Our findings show that tourists thought the coordinative green development and experience at the three cultural heritage sites were more important; they were basically satisfied with CGDTECT at the three case studies, so a continuous promotion strategy could be taken. The findings of this study can provide scientific theoretical guidance and practical reference for CGDTECT at cultural heritage sites, and contribute to the scientific protection of cultural heritage sites and the sustainable development of tourism.

Original languageEnglish (US)
Article number4732
JournalSustainability (Switzerland)
Volume11
Issue number17
DOIs
StatePublished - Sep 1 2019

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Keywords

  • Commercialization of tourism
  • Coordinative green development
  • Cultural heritage sites
  • Tourist experience

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Management, Monitoring, Policy and Law

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