China's Cultural Tourism: Strategies for Authentic Experiences and Enhanced Visitor Satisfaction

  • Wu Jing City University Malaysia
  • Ooi Kok Loang City University Malaysia

Abstract

The integration of local culture into tourist experiences is a crucial aspect of cultural tourism innovation, particularly in China. This study aims to explore the factors that influence this integration and its impact on tourist satisfaction. Specifically, the study investigates the independent variables of cultural heritage preservation efforts, cultural immersion initiatives, destination branding, community involvement, and technology adoption. Additionally, it examines the moderating effect of tourist cultural sensitivity and the mediating role of perceived cultural authenticity. Through a comprehensive literature review, qualitative and quantitative research methods, and data collected from both tourists and industry stakeholders, valuable insights into the cultural tourism landscape in China are obtained. The findings underscore the significance of cultural heritage preservation efforts as a foundation for providing authentic and immersive experiences. Moreover, destination branding emerges as a key tool for effectively communicating and promoting the unique cultural aspects of a destination. The study highlights the importance of community involvement in the planning and implementation of cultural tourism initiatives, as it fosters a sense of ownership and leads to sustainable and meaningful experiences for tourists. Furthermore, the integration of technology in cultural tourism enhances visitor engagement and provides innovative ways to showcase local culture. The moderating variable of tourist cultural sensitivity influences the relationship between cultural tourism initiatives and tourist satisfaction. Tourists with higher cultural sensitivity exhibit a deeper appreciation for the cultural experiences offered, thereby enhancing their overall satisfaction.

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Published
2024-04-30
How to Cite
JING, Wu; KOK LOANG, Ooi. China's Cultural Tourism: Strategies for Authentic Experiences and Enhanced Visitor Satisfaction. International Journal of Business and Technology Management, [S.l.], v. 6, n. 1, p. 566-575, apr. 2024. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/26229>. Date accessed: 15 june 2024.
Section
English Section