Understanding the core attractiveness of performing arts heritage to international tourists

Abstract

Similar to tangible cultural heritage, traditional performing arts as intangible cultural heritage of humanity are valuable resources for the development of heritage tourism of a destination. However, there is very little research done in this area, leaving a blurred understanding of how to commodify and promote traditional performing arts as a heritage product. A good knowledge of performing arts heritage is key to commodify and promote it effectively. Cantonese opera is the traditional performing arts of Cantonese speakers in Macao, Hong Kong, and Guangdong Province of China. Its core attractiveness is investigated by exploring and evaluating its intrinsic and experiential attributes from cultural tourists’ perspective. Based on the survey of 500 international tourists, the results have identified five dimensions of intrinsic and experiential attributes of Cantonese opera, including authenticity and nostalgia, artistic craftsmanship, convenient consumption, enjoyment, and cultural significance. The evaluation of these attributes reflects international tourists’ perception of the core attractiveness of Cantonese opera. Moreover, the cultural and geographical distances between international tourists’ residential places and Macao are found to influence tourists’ perception of Cantonese opera significantly. Tourists with longer geographical distances from Macao are found to see Cantonese opera more attractive than those tourists with shorter geographical distances from Macao. The findings suggest some guidelines for the commodification and promotion of Cantonese opera as a tourism product for international tourists with different cultural backgrounds. Furthermore, the results advance the knowledge of the core attractiveness of performing arts heritage and add values to the literature of tourists’ experiences with traditional performing arts as intangible cultural heritage of humanity. The five dimensions of attributes identified in the results also contribute to the future research of different types of performing arts heritage.