This study identifies the main dimensions and attributes that shape the experience of the Camino de Santiago for Chinese travelers as a tourism product. By exploring the similarities and differences between their experiences and that of Western pilgrims, it also reflects on the sustainable marketing strategies of the Camino among Chinese travelers. The research adopts a phenomenological approach and gathers data from 112 online travel journals posted by Chinese Camino pilgrims, and from in-depth interviews with twelve Chinese pilgrims. The results reveal that the Camino is experienced by Chinese pilgrims as a personal journey of well-being and growth, as well as a cross-cultural experience. Authenticity and harmony are observed to be the key elements that contribute to a satisfying and transformative experience for Chinese pilgrims, where they find a cultural-spiritual center close to their traditional values, yet distant from their everyday social practices. Both Chinese and Western pilgrims undergo similar external and internal journeys, although each group travels in its respective sociocultural framework. The study is based on Cohen’s (1979) five travel-mode theory and enriches the discussion from a cross-cultural point of view. The implications for the sustainable management of the Camino as a global cultural heritage route, and for effectively marketing it among Chinese tourists, are also discussed.
El Tratado de las siete victorias (1614) de Diego de Pantoja (1571-1618), abreviado Qike, es la primera exposición sistemática escrita en lengua china de la tradición moral de Occidente dirigida a las élites intelectuales confucianas, y en general una obra magna de la literatura intercultural. El presente estudio traduce los prefacios preparados tanto por Pantoja como por una serie de eruditos chinos y comenta textos nunca antes vertidos a otra lengua. Estos textos constituyen un testimonio inédito de diálogo filosófico y humanístico en el tiempo de la primera globalización de corte iberoamericano.
PurposeThe study aims to understand how cultural route heritage is conceptualized and managed in China by systematically reviewing the research literature on Chinese cultural route heritage (CRH). The study intends to inspire further discussion on the theoretical and practical development of cultural routes since the development is still at a liminal stage in China.Design/methodology/approachA total of 253 research articles related to Chinese cultural rote heritage from major Chinese and English research databases China National Knowledge Infrastructure (CNKI), Web of Science (WOS) and Scopus have been comprehensively identified and reviewed for the purpose of the study.FindingsFour major themes of research on Chinese CRH have been identified: conceptual evaluation, list of the routes and characteristics of the routes, conservation and utilization. The results revealed that China has very rich resources in CRH, many of which were formed a long time ago, which exist across vast geographic regions and have assumed multiple functions and undergone dynamic reciprocal exchanges among diverse cultures and ethnicities.Practical implicationsThe paper summarizes some major obstacles faced by CRH in China and proposes a strategic model to address the need for a more sustainable development of CRH in the Chinese context.Originality/valueThe paper offers a comprehensive overview of CRH in China and discusses practical issues in management and development of heritage great in size, number and complexity.
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