Impact of Perception, Satisfaction, and Penetration Rate of Commercial Cultural Tourism on the Sustainable Development of Intangible Cultural Heritage: A Case Study of Xijiang Miao Village in China

Abstract

The scarcity of intangible cultural heritage (ICH) has prompted many countries to apply it for the development of commercial cultural tourism (CCT). Owing to its traditional culture-centered development model, a contradiction arises between commercial development and traditional cultural protection. Whether the advantages of traditional culture outweigh the disadvantages or the disadvantages outweigh the advantages has also been debated. Results and discussions of the research in this paper are helpful to consider the commercialization of ICH rationally and promote the balance between CCT and the sustainable development of ICH. This paper selects a successful example of cultural tourism of ethnic minorities in China, namely, Xijiang Miao Village. The village has 15 Chinese national-level ICH projects and has successfully applied ICH for cultural tourism development. The questionnaire was designed and distributed in the region by referring to previous research results. IBM SPSS 26.0 and AMOS 24.0 were used to verify and analyze the questionnaire data. Commercial tourism has been a new path for the innovative development of traditional culture, an inevitable trend. CCT can not only increase the enthusiasm for the dissemination of ICH but also increase the intensity of the excavation, protection, and utilization of ICH. The development of tourism has stimulated the development of the local economy. As far as it is concerned, CCT has brought more advantages than disadvantages for the sustainable development of ICH.