Chinese Calligraphy and Tourism: From Cultural Heritage to Landscape Symbol and Media of the Tourism Industry

How is Intangible Cultural Heritage Valued in the Eyes of Inheritors? Scale Development and Validation

“…In previous research results, when ICH was developed for tourism, its value was more reflected in economic value (Jin, Hu, et al, 2017; Kim et al, 2007), social value (X. Y. Yang, 2018), aesthetic value (artistic value; Howard, 2016; Lombardo et al, 2016), historical value (Kwon, 2017; Suarez et al, 2016), spiritual value (entertainment value; Davis et al, 2010; González, 2008) and symbolic value (Zhang et al, 2008). We referenced the results of Aratani et al (2000), Throsby (2010) and Velthuis (2008) in creating the theoretical framework of this study and divided the inheritors’ cognitions of the value of ICH into six dimensions: economic value, social value, aesthetic value, historical value, spiritual value, and symbolic value.…”

“…In view of previous achievements, ICH can include social value (X. Y. Yang, 2018), historical value (Kwon, 2017; Suarez et al, 2016), aesthetic value (Howard, 2016; Lombardo et al, 2016), spiritual value (Davis et al, 2010; González, 2008), symbolic value (Zhang et al, 2008), educational value (Foster & Gilman, 2015), and scientific value (Gilman, 2015; Sedita, 2012). From the perspective of value measurement, cultural value is not the same as economic value, as economic value is easier to quantify, and cultural value is more qualitative (del Barrio et al, 2012).…”

“…According to the existing literature, the stakeholders involved in ICH tourism development mainly include governments (Yoshida, 2004), inheritors (Karjala & Paterson, 2003), residents (George, 2010), tourists (Rodzi et al, 2013), tourism developers (Nic Eoin & King, 2013), experts (Shi et al, 2016), civil society (George, 2010), media (Zhang et al, 2008), and others. From the conclusions or viewpoints of the research, different subjects have different perceptions of the value of ICH.…”

“…The media helps realize the economic value of ICH (S. Pan & Ryan, 2013; Zhang et al, 2008), and experts pay more attention to the social and economic value of ICH (B. Pan et al, 2007).…”

Perceived Value of the Chinese Calligraphic Landscape in Tourism Settings: From the Perspective of Chinese Tourists

“…Nowadays, many of them appear as attractions in tourism sites and destinations. Some Chinese calligraphic works are collectively aggregated on a landform (mostly outdoors), and their contents reflect specific cultural overlays of human activities, thus forming the calligraphic landscape in China (Zhang, Tang, Shi, Liu, & Wang, 2008). Existing studies on Chinese calligraphy in tourism settings have largely focused on the role of Chinese calligraphy in tourists' cognitions of and attitudes towards attractions and destinations.…”