Network Research of Stakeholders Behind Commercial Activities in Normal Heritage Sites——A Case Study of The Altar to Earth (Beijing, China)

Authors: Tianjie Zhang, Tianjin University, Bangyu Liu*,
Topics: Cultural Geography, Tourism Geography, China
Keywords: cultural heritage sites, conflict of interest, heritage protection, coordination mechanism
Session Type: Virtual Paper
Day: 4/7/2021
Start / End Time: 4:40 PM / 5:55 PM
Room: Virtual 7
Presentation File: No File Uploaded

Nowadays, many heritage sites utilize commercial activities as marketing methods. Commercial activities have created great retail value but failed to enhance the value of culture effectively. Existing studies mostly focus on the commerce operation model of heritage from government managers' perspective and seldom explore the unequal distribution of relevant stakeholders (government, managers, tourists, residents). This paper analyzes stakeholders' networks based on stakeholder theory to discuss conflicts of interest and the coordination relationship. This research provides analytical tools for the phenomenon of over-commercialization of heritage and has guiding significance for the development of ordinary heritage sites.
This research selects The Altar to Earth (Beijing) as a research case. The heritage has rich historical value, but it is famous for hosting large-scale commercial events (temple fairs, book fairs, etc.). The research uses semi-structured interviews to acquire the demands of the government and managers. And use python to obtain 650 textual comment data about the Altar to Earth from China's local life information platform. The study analyzed tourists' and residents' perceptions and demands on commercial activities, heritage culture, and space through text. It constructs an interest appeal framework, analyzes the balance of all parties' rights and appeals.
Preliminary conclusions include:
1.Commercial activities can free inheritance from the ticket economy and accumulate funds.
2.Tourists are satisfied with the activity experience, but they pay more attention to the diversified activities and ignore the traditional culture.
3.Multi-party coordination, welfare compensation, residents' participation, regulation adjustments, etc., contribute to the spread of heritage culture.

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