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Journal of Chinese
Architecture and Urbanism Residents’ perspectives on heritage strategies

involved in Guancheng’s heritage conservation. Through heritage is often transformed into objects of consumption
thematic analysis, this article unveils the emerging and entertainment, undergoing a significant process of
themes underlying the current framework of strategies commercialization (Waitt, 2000). In the Chinese cultural
implemented for heritage conservation in the Guancheng context, the term “commercialization” is broadly referred
district. Building on this framework, a survey was to as “commodification.” (Hung et al., 2017; Sun et al.,
conducted to collect local residents’ feedback on the 2019; Zhang et al., 2021) Commercialization refers to
effectiveness or impact of existing strategies. This study establishing business relationships around related products
attempts to provide a deeper understanding of local urban and activities (Kaul, 2007), while commodification
heritage conservation in China while also furnishing a involves transforming elements or activities based on their
local assessment of government strategy implementation exchange value into tradable goods or services (Cohen,
from the residents’ perspective. 1988).
The article begins with an introduction to the issues Many cities now use their local heritage to differentiate
being addressed, followed by a description of the themselves from other urban areas, incorporating heritage
research background and objectives. It then reviews the themes into their slogans to increase visibility and boost
current issues and strategies employed by the Chinese economic prospects. Heritage has become an essential
government to conserve urban heritage assets in China marketing tool, inspiring tourists and helping them
in general. Subsequently, it reviews the existing planning imagine the experiences that a particular location can offer.
and implementation strategies adopted by Zhengzhou’s This trend has been highlighted by several researchers,
local government, particularly in conserving Guancheng’s including Maags (2021), Henderson (2008), and Huijun
heritage. The research methodology is clarified before the and Doyon (2021). For instance, Beijing promotes itself
discussion of findings. The findings unfold the framework as the “Eastern Ancient Capital and Hometown of the
of local governing strategies and local residents’ feedback Great Wall,” Tianjin as “Seeing Modern China in Tianjin,”
on their implementation. Finally, the study concludes Luoyang as the “Millennium Imperial Capital and Peony
with a summary of the results and offers relevant Flower City,” and Datong as the “Frontier Ancient Capital,
recommendations. the Great Harmony of the World.” By highlighting local
characteristics and cultural heritage, these cities compete
2. Literature review for a larger share of the tourist market. However, this

2.1. Commercialization in Chinese urban heritage practice also reveals the commercialization of China’s
conservation heritage, sometimes sacrificing the true value of heritage
to some extent for economic gain. This creates a tourism-
Since China endorsed the Convention Concerning the driven commercialization model of heritage, where
Protection of the World Cultural and Natural Heritage in heritage’s commercial value is prioritized over its cultural
1985, the Chinese government has actively participated value (Su, 2018).
in global heritage conservation efforts. Cultural heritage
is highly regarded in China, as it carries the wisdom Su (2018) emphasized the importance of maintaining
and history of their ancestors (Huijun & Doyon, 2021). the authenticity of heritage amidst commercialization
However, cultural heritage in China is often associated with in heritage conservation initiatives. Furthermore, Su
tourism, with the government viewing it as an essential (2018) differentiated between “traditional culture” and
part of cultural resources. Although cultural orientation “traditional style culture.” “Traditional culture” refers to the
is frequently emphasized, in reality, heritage sites are historical values and traditions of pre-modern societies,
often used to meet tourism demands or serve commercial rooted in the local context, while “traditional style culture”
purposes. This is especially evident in strategies such as is intentionally reconstructed in traditional forms to meet
the nomination of World Heritage projects (Ashworth & the needs of modern society. The Chinese government
Tunbridge, 2000; Maags, 2021; Nitzky, 2013; Su, 2010). widely acknowledges heritage’s economic benefits in
This trend is particularly prevalent in China’s historical achieving modern commercial objectives (Henderson,
cities, old towns, traditional villages, and historic districts 2008). In this context, the government supports large-scale
(Hung et al., 2017; Zhang et al., 2021). Typically, heritage commercial projects for heritage licensing and tourism
sites with higher degrees of commercialization are better development, often planned through collaboration
known and generate greater economic value, whereas between the government’s heritage and tourism systems.
those with lower levels of commercialization tend to These projects include the creation of antiquity imitations,
preserve more of their original character and attract fewer reconstructions, and performances that promote
tourists (Zhang et al., 2021). In this context, cultural “traditional style culture” heritage practices (Zhu, 2017). As

Volume 6 Issue 4 (2024) 3 https://doi.org/10.36922/jcau.3421