Feasibility Study on Commercialization Development of Qiang Cultural and Ecological Reserve

Abstract

This study investigates the integration of intangible cultural heritage (ICH) with commerciality in the Qiang Cultural and Ecological Reserve, China, focusing on three key objectives: 1) exploring the integration of ICH with commerciality while preserving authenticity; 2) examining the mechanisms through which ICH creates economic, cultural, and social value; and 3) investigating the process involved in value creation related to ICH. Key findings reveal that while commercialization can generate economic benefits, it is crucial to avoid commodifying cultural elements, which can lead to inauthentic experiences and erode cultural integrity. The study identified multiple pathways through which ICH creates value, including direct economic benefits generated by cultural performances, craft workshops, and community-based tourism initiatives. Furthermore, successful value creation requires active participation and collaboration among local communities, cultural practitioners, tourists, and government agencies. The study emphasizes the importance of innovative approaches to ICH presentation and marketing in enhancing visitor experiences and generating sustainable economic returns. This research provides valuable insights for stakeholders in the Qiang Reserve and other regions, highlighting the importance of balancing commercial interests with cultural preservation to ensure the sustainable development of ICH-based tourism. Value Creation has a significant positive effect on the experiential value of ICH culture, with innovation process being the dimension that has the greatest impact on experiential value.  more attention should be paid to the design and improvement of the innovation process in the management of non-heritage culture to enhance the experience value.  Value creation has a significant positive impact on the experiential value of non-heritage culture, of which the innovation process is the dimension with the greatest impact; at the same time, the experiential value has a significant positive impact on value creation. Therefore, enterprises can take innovative management measures to enhance the experiential value of non-heritage culture and thus promote value creation.