Chinese and international visitor perceptions of interpretation at Beijing built heritage sites

Abstract

Research exploring visitor perceptions of heritage sites indicates that a site may hold different meanings for visitors depending on their cultural backgrounds. Little research has, however, identified visitor cultural preferences and so informed the development, delivery and management of on-site heritage interpretive experiences. This paper addresses this need by identifying cultural differences and similarities between Chinese and international visitors in relation to their interpretive motives, preferences and perceptions. Questionnaires were completed by 277 domestic Chinese visitors and 94 international visitors at five key Beijing built heritage sites. Differences between Chinese and international visitors' conceptions of heritage; ratings of importance of facilities, services and interpretive content; and perceptions of the visitor experience are identified. Amongst many findings, Chinese respondents were more likely than international respondents to state that heritage sites should be an important part of the country's national heritage, convey the country's power and be famous. They sought built heritage sites visited by someone famous and that feature in well-known Chinese paintings and poetry. International visitors were more likely than Chinese visitors to state that heritage sites should have authentically old buildings and be relevant to contemporary life. Implications for interpretive and management practice at Chinese heritage sites are discussed.

A Comparison of Tourists' and Residents' Uses of the Temple of Heaven World Heritage Site, China

“…The same heritage may hold different meanings for visitors depending on their historical, cultural and political backgrounds (Ballantyne, 2003). Differences in cultural expectations, preferences and perceptions are likely to impact substantially visitor satisfaction and the experiences acquired at heritage sites (Ballantyne et al, 2014;Moscardo, 2003). Therefore, how visitors from different cultural backgrounds perceive and experience the same heritage should be explored and understood (Ballantyne et al, 2014), which could better inform tourism planning and management at heritage sites (Oh, Draper, & Dixon, 2010).…”

“…World Heritage Sites in China provide valuable resources for tourism both stimulating and responding to the rapidly expanding heritage tourism demand and they serve a large domestic population (Li, Wu, & Cai, 2008). Due to cultural traditions, Chinese people have high preferences for sites that are officially recognized (Nyiri, 2006), such as World Heritage Sites, national 5A scenic sites, places in famous artistic and literary works or visited by famous people (Ballantyne et al, 2014). Therefore, the stimulus of World Heritage designation on booming tourism development is particularly evident in China (Wu, Li, & Huang, 2002).…”

“…Tourists are often categorized as domestic and international tourists (Ballantyne et al, 2014;Wall & Mathieson, 2006), usually exhibiting different use patterns and perceptions of the same heritage. The same heritage may hold different meanings for visitors depending on their historical, cultural and political backgrounds (Ballantyne, 2003).…”

“…Tourists are often segmented by their geographical origins, particularly into domestic and international tourists (Ballantyne, Hughes, Ding, & Liu, 2014;Wall & Mathieson, 2006). Different in cultural, historical and political backgrounds, domestic and international tourists often differ in their perceptions, uses and the experiences gained when using the same heritage site (Ballantyne et al, 2014;Wall & Mathieson, 2006).…”

Exploring the implications of cultural diversity for environmental learning at an African aquarium

“…In research undertaken in five tourism sites in Beijing, China, Ballantyne, Hughes, Ding and Liu (2014) found significant differences between Western and Chinese visitors in interpretation requirements at man-made heritage sites, with…”