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

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


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.


Ahmad, F., Draz, M. U., Su, L., Ozturk, I., & Rauf, A. (2018). Tourism and environmental pollution: Evidence from the one belt one road provinces of Western China. Sustainability, 10(10), 3520.
Chi, X., & Han, H. (2021). Emerging rural tourism in China’s current tourism industry and tourist behaviors: The case of Anji County. Journal of Travel & Tourism Marketing, 38(1), 58-74.
Chi, X., Lee, S. K., Ahn, Y. J., & Kiatkawsin, K. (2020). Tourist-perceived quality and loyalty intentions towards rural tourism in China. Sustainability, 12(9), 3614.
Dai, T., Zheng, X., & Yan, J. (2021). Contradictory or aligned? The nexus between authenticity in heritage conservation and heritage tourism, and its impact on satisfaction. Habitat International, 107, 102307.
Farmaki, A., Christou, P., Saveriades, A., & Spanou‐Tripinioti, E. (2019). Perceptions of Pafos as European Capital of Culture: Tourism stakeholder and resident perspectives. International Journal of Tourism Research, 21(2), 234-244.
Han, D. I. D., Weber, J., Bastiaansen, M., Mitas, O., & Lub, X. (2019). Virtual and augmented reality technologies to enhance the visitor experience in cultural tourism. Augmented reality and virtual reality: The power of AR and VR for business, 113-128.
Kim, S., Whitford, M., & Arcodia, C. (2019). Development of intangible cultural heritage as a sustainable tourism resource: The intangible cultural heritage practitioners’ perspectives. Journal of Heritage Tourism, 14(5-6), 422-435.
Le, T. H., Kwek, A., & Wang, Y. (2022). Exploring cultural tourist towns: Does authenticity matter?. Tourism Management Perspectives, 41, 100935.
Li, X., Liang, X., Yu, T., Ruan, S., & Fan, R. (2022). Research on the integration of cultural tourism industry driven by digital economy in the context of COVID-19—based on the data of 31 Chinese provinces. Frontiers in Public Health, 10, 42.
Li, Y., Lau, C., & Su, P. (2020). Heritage tourism stakeholder conflict: A case of a World Heritage Site in China. Journal of Tourism and Cultural Change, 18(3), 267-287.
Li, Z., Zhang, X., Yang, K., Singer, R., & Cui, R. (2021). Urban and rural tourism under COVID-19 in China: Research on the recovery measures and tourism development. Tourism Review.
Liu, C., Dou, X., Li, J., & Cai, L. A. (2020). Analyzing government role in rural tourism development: An empirical investigation from China. Journal of Rural Studies, 79, 177-188.
Plichta, J. (2019). The co-management and stakeholders theory as a useful approach to manage the problem of overtourism in historical cities–illustrated with an example of Krakow. International Journal of Tourism Cities.
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12-21.
Su, J. (2019). Understanding the changing intangible cultural heritage in tourism commodification: The music players’ perspective from Lijiang, China. Journal of Tourism and Cultural Change, 17(3), 247-268.
Su, R., Bramwell, B., & Whalley, P. A. (2018). Cultural political economy and urban heritage tourism. Annals of Tourism Research, 68, 30-40.
Wang, L., & Yotsumoto, Y. (2019). Conflict in tourism development in rural China. Tourism Management, 70, 188-200.
Weng, L., He, B. J., Liu, L., Li, C., & Zhang, X. (2019). Sustainability assessment of cultural heritage tourism: Case study of pingyao ancient city in China. Sustainability, 11(5), 1392.
Xu, J., & Wang, P. (2022). Study on distribution characteristic of tourism attractions in international cultural tourism demonstration region in South Anhui in China. Plos one, 17(6), e0269948.
Yuan, Q., Song, H., Chen, N., & Shang, W. (2019). Roles of tourism involvement and place attachment in determining residents’ attitudes toward industrial heritage tourism in a resource-exhausted city in China. Sustainability, 11(19), 5151.
Zhang, H., Cho, T., Wang, H., & Ge, Q. (2018). The influence of cross-cultural awareness and tourist experience on authenticity, tourist satisfaction and acculturation in World Cultural Heritage Sites of Korea. Sustainability, 10(4), 927.
Zhuang, X., Yao, Y., & Li, J. (2019). Sociocultural impacts of tourism on residents of world cultural heritage sites in China. Sustainab
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: <>. Date accessed: 15 june 2024.
English Section