Bottom-up heritage conservation, tourists' demand and homestays as purveyors of cultural authenticity

Abstract

ABSTRACT The longstanding dominance of authorized heritage discourse in top-down heritage conservation has overlooked the involvement of stakeholders outside positions of authority, leading to various practical challenges. Homestays as spaces rooted in local culture have gained popularity at cultural heritage sites in China. It presents a unique opportunity to explore heritage conservation by engaging tourists and local residents. This study focuses on homestays in the National Fishing Cultural Heritage Area in Xiangshan, China. The findings, derived from a sample of 282 surveys, reveal a significant positive impact of both tourists’ perceptions of objective authenticity and the effects of existential authenticity of homestays on their satisfaction and loyalty. Homestay hosts who respond to tourists’ needs by providing tangible and intangible authenticities related to local fishing traditions embrace a natural and voluntary approach to heritage conservation, sidestepping the need for top-down mandatory responsibility. This novel approach has given rise to a heritage conservation model that addresses the contemporary challenges of authoritative heritage governance in tourism, providing insights for the critical heritage paradigm and the sustainable management of tourism destinations.