Proceedings of The International Conference on Tourism Management and Hospitality
Determinants to the Development of Intangible Cultural Heritage: The Case of Cantonese Opera
IokTeng Esther Kou, Yue Yu, Jian Ming Luo
This article addresses factors impeding the development of intangible cultural heritage (ICH) through a qualitative research approach. Data were collected from interviews with 12 key informants of Cantonese opera industry in the Guangdong-Hong Kong-Macao Greater Bay Area and analyzed using the software NVivo. Five barriers related to the development of intangible cultural heritage within the region and three barriers related to cross-border cooperation were identified. Results indicate importance of talents mobility, cross-border marketing plan, multi-destination tourism products and systematic review of regional comparative advantages in enhancing development and long-term sustainability. The research findings further advance the literature of intangible cultural heritage and sustainable planning through tourism resources bundling. Insights and suggestions for DMOs and policy makers are included.
keywords: intangible cultural heritage, barriers, multi-destination, tourism, Greater Bay Area.