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A Study on the Coordinative Green Development of Tourist Experience and Commercialization of Tourism at Cultural Heritage Sites

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  • Chengcai Tang

    (School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
    Research Center of Beijing Tourism Development, Beijing 100024, China)

  • Qianqian Zheng

    (School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
    Research Center of Beijing Tourism Development, Beijing 100024, China)

  • Pin Ng

    (W. A. Franke College of Business, Norther Arizona University, Flagstaff, AZ 86011, USA)

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.

Suggested Citation

  • Chengcai Tang & Qianqian Zheng & Pin Ng, 2019. "A Study on the Coordinative Green Development of Tourist Experience and Commercialization of Tourism at Cultural Heritage Sites," Sustainability, MDPI, vol. 11(17), pages 1-19, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4732-:d:262331
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    Cited by:

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    2. Jih-Kuang Chen, 2021. "A New Approach for Diagonal Line Model of Importance-Performance Analysis: A Case Study of Tourist Satisfaction in China," SAGE Open, , vol. 11(1), pages 21582440219, January.
    3. Yuqing Geng & Hongwei Zhu & Renjun Zhu, 2022. "Coupling Coordination between Cultural Heritage Protection and Tourism Development: The Case of China," Sustainability, MDPI, vol. 14(22), pages 1-22, November.
    4. Hung-Ming Tu, 2020. "Sustainable Heritage Management: Exploring Dimensions of Pull and Push Factors," Sustainability, MDPI, vol. 12(19), pages 1-17, October.
    5. Tonghao Zhang & Ping Yin & Yuanxiang Peng, 2021. "Effect of Commercialization on Tourists’ Perceived Authenticity and Satisfaction in the Cultural Heritage Tourism Context: Case Study of Langzhong Ancient City," Sustainability, MDPI, vol. 13(12), pages 1-16, June.
    6. Mónica de Castro-Pardo & Pascual Fernández Martínez & Amelia Pérez Zabaleta & João C. Azevedo, 2021. "Dealing with Water Conflicts: A Comprehensive Review of MCDM Approaches to Manage Freshwater Ecosystem Services," Land, MDPI, vol. 10(5), pages 1-32, April.
    7. Xinpeng Li & Wei Hou & Meng Liu & Zhenlin Yu, 2022. "Traditional Thoughts and Modern Development of the Historical Urban Landscape in China: Lessons Learned from the Example of Pingyao Historical City," Land, MDPI, vol. 11(2), pages 1-19, February.
    8. Xiaoyang Zhu & Shang-Chia Chiou, 2022. "A Study on the Sustainable Development of Historic District Landscapes Based on Place Attachment among Tourists: A Case Study of Taiping Old Street, Taiwan," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    9. Chong Wu & Mengling Yang & Hang Zhang & Yafang Yu, 2023. "Spatial Structure and Evolution of Territorial Function of Rural Areas at Cultural Heritage Sites from the Perspective of Social Space," Land, MDPI, vol. 12(5), pages 1-22, May.
    10. Chengcai Tang & Ziwei Wan & Pin Ng & Xiangyi Dai & Qiuxiang Sheng & Da Chen, 2019. "Temporal and Spatial Evolution of Carbon Emissions and Their Influencing Factors for Tourist Attractions at Heritage Tourist Destinations," Sustainability, MDPI, vol. 11(21), pages 1-19, October.

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