Page 123 - JCAU-7-2

Journal of Chinese
Architecture and Urbanism Heritage tourism: Personal and collective factors

of those involved in heritage tourism (Yan & Chiou, 2021). 3. Methodology
The degree of institutional embeddedness varies across
communities, leading to diverse decision-making processes 3.1. Research location: The Ming Tombs scenic area,
and developmental paths in the tourism sector (Butler Beijing, China
et al., 2022; Ghahramani et al., 2020). Disparities in the This study examines the behavioral intentions of
integration of informal systems are notably pronounced, rural residents surrounding the Ming Tombs scenic
and when these systems become detached, the effective area regarding their participation in heritage tourism
incorporation of external formal systems becomes crucial development. The Ming Tombs, a significant legacy of
to harmonizing the development of heritage assets with the Ming dynasty (1368 – 1644), comprises 13 imperial
community interests. mausoleums located 42 km northwest of Beijing’s city
Utilizing the village as the primary unit of community center in Changping district (Figure 2). Recognized as one
embeddedness highlights the difficulties of limited of the greatest imperial burial complexes worldwide, the
community benefits and satisfaction, as well as the site includes the mausoleums of emperors and empresses.
unequal distribution of gains. These elements, thus, In 2003, UNESCO designated it as a World Heritage site.
intensify the community’s marginalization in the tourism The construction of the tombs spanned over two
development of cultural heritage sites (de Luca et al., centuries, commencing with the Changling mausoleum
2021). Consequently, it is essential to augment community in the Yongle period (1402 – 1424) and concluding with
involvement in tourism development. This can be achieved the Siling mausoleum under the reign of the last Ming
by expanding the scope and diversifying the methods of emperor, Chongzhen (1627 – 1644). Since the 1950s,
community participation, strengthening community the Beijing Municipal Government has spearheaded
capacity development, and establishing a management initiatives to promote tourism development in the region.
framework that integrates the perspectives of diverse Today, nine of the thirteen mausoleums are open to the
stakeholders with varying interests. public.
In light of these considerations, this study proposes the The Ming Tombs scenic area is renowned for its
following two hypotheses: primary attractions, which include the tombs themselves,
H : Community embeddedness in cultural heritage sites associated temples, scenic mountain landscapes, and
3
enhances the perceived value of cultural heritage. the historical ambiance of the surrounding rural setting,
H : Community embeddedness in cultural heritage sites enriched by the cultural heritage of its residents. In 2011,
4
positively affects the willingness to engage in tourism the site received a 5A certification from China’s Ministry of
development at these sites. National Tourism, signifying the highest quality rating for
This study develops a conceptual model to illustrate the tourist destinations. In 2019, the site recorded 2.46 million
mechanism influencing residents’ willingness to engage in visitors.
tourism development at cultural heritage sites (Figure 1). As a national cultural relics protection site, the Ming
The model is grounded in the cognitive–emotional– Tombs scenic area is governed by strict conservation
behavioral theory and community embeddedness theory, regulations that restrict developmental activities.
informed by the preceding analysis and the four proposed Currently, only three mausoleums – Dingling, Changling,
hypotheses. and Zhaoling – along with the Sacred Way leading to the
tombs, are accessible to tourists. This selective accessibility
reflects the delicate balance between heritage preservation
and tourism development.
The mausoleum system extended beyond the
main tomb structures of the imperial mausoleums to
encompass a variety of auxiliary service organizations
and administrative entities. These roles included positions
such as mausoleum commanders, supervisors, temple
ceremonial commanders, and provision officials, as well
as institutions responsible for landscaping and gatekeeping
services, and households tasked with mausoleum upkeep
(Magli, 2019). These entities ensured the security and
Figure 1. A cognitive–emotional–behavioral framework for the effects of maintenance of the mausoleums by deploying personnel
community embeddedness. Source: Diagram by the authors. near the tombs.

Volume 7 Issue 2 (2025) 5 https://doi.org/10.36922/jcau.5739