AC 5007 - Batch 2 - Zhang Yijie

HERITAGE CONSERVATION AND TOURISM DEVELOPMENT: CONTROL OF OVER-COMMERCIALIZATION

–

Dissertation of Architecture Conservation

Zhang Yijie

AY0232042Y Supervisor: Ho Puay peng

Department of Architecture

College of Design and Engineering National University of Singapore

Abstract

As a symbol of a city or even a nation's history and culture, architectural heritage

has multiple values and functions in culture, history, education, and so on. However,

times may bring development and new opportunities. And whether heritage tourism is an inevitable path in the process of tourism development in historical towns remains a controversial issue.

As historical and cultural relics, architectural heritage and tourism are inseparably linked. And if the multiple values of architectural heritage were not effectively presented to the public, then these values couldn’t be recognized by the public.

Tourism, with its unique function in delighting, educating, identifying the public,

and passing values from the previous generations to the present generation, has

undoubtedly become the primary way to show the value of architectural heritage.

Moderate tourism commercialization can renew the traditional culture of historic towns and drive the development of the regional economy. However, excessive tourism commercialization could not only destroy the traditional culture and

atmosphere of historic towns but also exacerbate the economic imbalance in the region. Therefore, the degree of commercialization is the key to the impact of heritage tourism.

1

The over-commercialization of tourism destinations is currently an arguable issue

for academics and industry practitioners. The over-commercialization of tourism

refers to the excessive pursuit of economic benefits of tourism in the development process of tourism areas. The demand of tourists to consume goods in tourism areas greatly exceeds the demand of tourists to experience the core resources of

the destination. As a result, the economic capital replaces the cultural capital, the

local characteristic culture fades, and the tourism commodity tends to homogenize, which eventually affects the sustainable development of the local area.

The purpose of this study is to explore measures and methods to control the commercialization of tourism in historic towns in China so that the measures can be more operative and can be concretely implemented to control the

commercialization of tourism and promote the rational development of the commercialization of tourism in historic towns.

Keywords: Historic towns, Heritage Tourism, excessive commercialization

2

Acknowledgments First and foremost, I would like to thank my supervising tutor, Ho Puay Peng

for his enlightening guidance and sincere support throughout the academic year. It

was a fun and enriching experience to work with you and I really appreciated your commitment to enlightening and supporting students’ life and research interests.

This dissertation would not have been successful without the support of

my friends and family. My family has given me the foundation to pursue my dreams with generous love, complete trust, and sufficient freedom to make choices. My

mother has always supported me to dream and explore, and my father has always discussed and supported me in my life choices.

Because loneliness is the norm in life, genuine companionship and friendships

among souls are so precious. ant to especially thank Bian Tong, Gao Shibo, Hu

Chengyang, and Wang Qianlong, and I really appreciate your genuine company and

unconditional love all this while. And it’s your love and trust supporting me to pass through the darkest time. Thanks for my soulmates who always brighten up my day and encourage me whenever I feel restless.

3

Contents Abstract ............................................................................................................................................................. 1 Acknowledgments ......................................................................................................................................... 3

Chapter1 Overview ....................................................................................................................................... 7 1.1Research Background ...............................................................................................................................7 1.2 Research Purpose and Meaning .......................................................................................................... 8 1.3 Main Research Questions .......................................................................................................................8 1.4 Research Scope ..........................................................................................................................................9 1.5 Research Methodology......................................................................................................................... 10 1.6 Research Process .................................................................................................................................... 10 1.7 Organizations ........................................................................................................................................... 11

Chapter2 Literature Review .................................................................................................................... 13 2.1 Relevant Concepts.................................................................................................................................. 13

2.1.1 Historical Towns ...................................................................................................................... 13 2.1.2 Tourism Commercialization ............................................................................................... 15

2.1.3 The Over-Commercialization ............................................................................................. 16

2.2 Relevant Research ................................................................................................................................ 18

2.2.1 Social Use of Heritage ............................................................................................................. 18 2.2.2 The relationship between Architecture Heritage and Tourism ................................ 20 4

2.2.3 The development process of Tourism in historic towns ............................................. 20 2.2.4 the Influence of Tourism Commercialization in Historic Towns .............................. 22

2.2.5 The Over-Commercialization ............................................................................................... 23

Chapter3 The Approaches in Defining and Measuring Over-commercialization................... 26 3.1 The measuring approaches of Over-Commercialization ...................................................... 26 3.2 The potential methods in measuring approaches of Over-Commercialization............ 29

Chapter 4 The Controlling Method of Tourism Commercialization ........................................... 30

4.1 The approaches in controlling over-commercialization ................................................. 30

4.2 Comparison of Previous Study ................................................................................................ 30 4.2.1 Sustainable Management....................................................................................................... 31

4.2.3 Government Involvement ..................................................................................................... 34 4.2.4 Tourists’ demand ..................................................................................................................... 36

4.3 Table Summary ....................................................................................................................................... 38 4.4 Recommend potential controlling approaches in the future ............................................... 39

Chapter 5. Case Study ................................................................................................................................. 40 5.1 Xiamen, Zengcuoan Case ..................................................................................................................... 41 5.2 Nanluoguxiang, Beijing Case.............................................................................................................. 43 5.3 Kreta Ayer, Singapore Case ................................................................................................................ 47

Chapter 6. Conclusions ............................................................................................................................... 50 5

List of Figures................................................................................................................................................ 55

Bibliography .................................................................................................................................................. 56

Lengths: 10200 words

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Chapter1 Overview

1.1 Research Background As historical and cultural relics, architectural heritage and tourism are inseparably linked. Tourism, with its unique function in delighting, educating, identifying the

public, and passing values from the previous generation to this generation, has undoubtedly become the primary way to show the value of architectural heritage.

The over-commercialization of tourism refers to the excessive pursuit of economic benefits of tourism in the development process of tourism areas. The demand of

tourists to consume goods in tourism areas greatly exceeds the demand of tourists

to experience the core resources of the destination. As a result, the economic capital replaces the cultural capital, the local characteristic culture fades, and the

tourism commodity tends to homogenize, which eventually affects the sustainable development of the local area.

Moderate tourism commercialization can renew the traditional culture of historic towns and drive the development of the regional economy. However, excessive tourism commercialization could not only destroy the traditional culture and

atmosphere of historic towns but also exacerbate the economic imbalance in the region. Therefore, the degree of commercialization is the key to the impact of tourism commercialization.

7

1.2 Research Purpose and Meaning The purpose of this study is to explore measures and methods to control the commercialization of tourism in historic towns in China so that the measures can be more operative and can be concretely implemented to control the

commercialization of tourism and promote the rational development of the commercialization of tourism in historic towns.

Based on previous research， this study addresses the current problems in

tourism commercialization, so as to explore the methods and initiatives of tourism commercialization development, which provides referencing value for the tourism development of historical areas in theory and practice in the future.

1.3 Main Research Questions The commercialization of heritage tourism will inevitably have a positive or

negative impact on the economy and culture of historic towns. Furthermore, the

negative impact of over-commercialization is still an arguable question, which is worth further researching.

- Which measuring approaches in defining over-commercialization in historic towns could be operated?

-Are there any other approaches to defining and measuring overcommercialization?

8

-And what are the merits and shortcomings of the above approaches.

- which strategies could control the negative impact of over-commercialization in

historical towns in China, which had corrected the trend of over-commercialization and had limited over-commercialization at the early stage of development?

The negative impact of over-commercialization includes the homogenization of

goods, the increasing numbers of tourism stores, the faded cultural atmosphere, the loss of heritage authenticity, the outflow of the local population, and so on.

In addition, the objectives affected negatively by over-commercialization include

the tourist experience, the living experience of residents, the deterioration of the tourism business, and so on.

1.4 Research Scope The cases will focus on historical towns which had corrected the trend of over-

commercialization, and those that had limited over-commercialization at the early stage of development.

This study will research the cases from Singapore and China, including Kreta Ayer in Chinatown, Nanluoguxiang, Lijiang, Tongli, Zengcuoan, and so on.

9

1.5 Research Methodology This study will collect data from documents and papers, surveys (online or physical

surveys), observations, and Case studies.

This study firstly reviews the previous research results of scholars in related fields through major international journals, documents, the Internet, and other information carriers, and reviews the concepts of historic towns, tourism

commercialization, and over-commercialization to identify the shortcomings of

existing research and to find the breakthrough point for this paper.

Secondly, this paper finds the theoretical basis to support this research through a

large number of case studies on historical towns and the excessive commercialization of tourism.

Thirdly, this paper use surveys and observations, and cases studies to collect and

discuss the approaches in controlling over-commercialization.

1.6 Research Process This paper identifies the lack of existing studies from the research background and literature review, and thus presents the research questions of this paper on the 10

over-commercialization of tourism.

Figure 1. The Research Process 1.7 Organizations The first chapter will be introducing the background, scope, main research questions, and research methodology for this study.

The second chapter will review previous literature on cultural heritage tourism in helping to define historic towns, tourism commercialization, and over-

commercialization, considering the relationships and influence of heritage tourism, considering both for and opposing points to aid in formulating the research method and research analysis.

11

The third chapter will collect the approaches in defining and measuring overcommercialization in historic towns from previous research, explore other

potential approaches in defining and measuring over-commercialization, as well as

discuss the merits and shortcomings of the above approaches.

The fourth chapter will collect the strategies that could control the negative impact of over-commercialization in historical towns in China, those that had corrected the trend of over-commercialization or had limited over-commercialization at the

early stage of development. The negative impact of over-commercialization includes homogenization of goods, the increasing numbers of tourism stores, the

faded cultural atmosphere, the loss of heritage authenticity, the outflow of the local population, and so on, as well as other potential approaches to this outcome.

The fifth chapter will conclude the study and suggest potential approaches in the future.

12

Chapter2 Literature Review

2.1 Relevant Concepts 2.1.1 Historical Towns

Historic towns have been widely referred to in the literature, and the existing representative concepts of historic towns are summarized in Table 2, which shows

that the definition of historic towns varies among scholars. in general, historic

towns have the following values:

(1) history, i.e., having a certain historical deposit.

(2) culture, i.e., having a matching unique culture.

(3) preservation, i.e., preserving the traditional historical pattern and appearance.

Based on this, this paper extracts the common features of historical town, historical city, ancient town, historical and cultural city, old town, and heritage town/city, and are concluded them as the concept of the historical town.

13

Author ICMOS

year

1987

Ashworth 1991

Brian

2001

source

definition

Charter

cities, towns, and historic centers or quarters,

Washington

Urban

Studies Cities

historic urban areas, large and small, including together with their natural and man-made environments. 17

Historic towns also include historic cities, which are smaller in size compared to

metropolitans but possess rich, unrepeatable historical and tourism resources.1

Historic towns are areas that have clear edges

and have basically maintained the original architectural pattern and urban style of the

ICOMOS

2011

The Valletta Principles

historic period.3

Historic towns and urban areas are composed of material and immaterial elements. And the material

elements

include

the

town's

buildings, outlying landscapes, monuments,

landmarks, and so on, while the immaterial elements

include

activities,

traditional

customs, and memories. These elements constitute the basic contents of historic towns Ruan

Yisan

2001

Sustainable

and cities.17

The historical town is a cultural resource, a

development carrier of the traditional culture of the town,

mainly producing produce different series and levels of spiritual and cultural products.5

Table 2. The Definitions of Historic Towns

14

2.1.2 Tourism Commercialization Tourism commercialization has then been a hot topic in tourism academia. The definitions from different scholars on the concept of tourism commercialization are shown in Table 2.

Regarding the definition of tourism commercialization, in the macro aspect, tourism commercialization is the process of realizing the economic function of the

heritage of cultural heritage sites. In the micro aspect, tourism commercialization is defined as a phenomenon of serious homogenization of tourism goods. The

transaction behavior between tourists and local residents also belongs to tourism commercialization, Author

Bao Jigang

year

2004

source

Tourism Academic

definition

Tourism commercialization is a transformation of the

commercialization function, driven by tourism, a phenomenon of

serious homogenization of tourism Xu

Honggang

2005

Tourism Academic

goods.2

Commercialization itself is a means

of integrating cultural heritage sites into modern society and the

globalized political and economic system.

The commercialization of tourism 15

is the process of realizing the

economic function of cultural Liqian

2006

Tourism Academic

heritage.7

Commercialization is the process of transferring socio-cultural capital to economic capital in historic

Greenwood Rodrigo

1989 2002

Anthropology Tourism

towns.8

of Commercialization began when

locals performed traditional rituals to pay.11

Annals of Tourism The commercialization of culture Research

stems from the sale of traditional

handicrafts and souvenirs by local residents.10

Table 3. The Definitions of Tourism Commercialization

2.1.3 The Over-Commercialization The over-commercialization (or excessive commercialization) of tourism refers to

the excessive pursuit of economic benefits of tourism in the development process of tourism areas. The demand of tourists to consume goods in tourism areas greatly exceeds the demand of tourists to experience the core resources of the destination.

As a result, the economic capital replaces the cultural capital, the local

characteristic culture fades, and the tourism commodity tends to homogenize, which eventually affects the sustainable development of the local area.

16

At present, scholars do not have a unified definition of the concept of "overcommercialization", and different scholars have described the concept related to "over-commercialization" from different perspectives.

The earliest one can be traced back to A. Mathiesonetal (1982), who proposed "cultural commercialization" from the perspective of culture, arguing that the sale of handicrafts may destroy the authenticity of traditional culture.11

DJ Greenwoodetal (1989), who first introduced the concept of "commercialization

of tourism", also discussed the concept from the perspective of local culture, arguing that the development of commercialization would lead to the alteration of local culture.9

Based on the research of previous scholars, this paper intends to define the

concept of over-commercialization as the excessive pursuit of economic benefits of

tourism in the development process of tourist places. And the demand for

commodities in a tourism destination greatly exceeds the demand of tourists to experience its core resources.

As a result, the number of tourist stores exceeds the number of living stores, the local culture fades, tourist goods homogenize, and economic capital replaces

cultural capital, which ultimately affects the sustainable development of the local 17

area. From a comprehensive point of view, the research on over-commercialization

in heritage tourism is mainly studied from different perspectives of culture,

authenticity, economic capital, number of stores and quality of goods, and so on.

2.2 Relevant Research 2.2.1 Social Use of Heritage Social use refers to the use of unused building heritages as a place for social

activities (including political, economic, military, cultural and recreational, tourism activities, etc.). Through the realistic use of buildings heritages, the various values

of heritage can be explored and shown to the public, in order to building heritages rejuvenate on the basis of conservation.

In fact, social use means using strength in all areas of society as far as possible to

protect architectural heritage. And the heritage conservation is combined with the

development of the entire city construction process rather than isolated, so that heritage becomes a witness to the history of the city even the spiritual home of

mankind.

Nowadays tourism has become a trend of social activity. Urban architecture is increasingly favored by the tourism industry for its unique historical ties and 18

cultural heritage, and its use for tourism development without damaging ancient buildings has gradually become acceptable. As a particularly important form of social use, tourism has a far-reaching future.

Social Use

Economic use

Working sites, Shop,

Restaurants, Political use Cultural use

Bars,

Working sites,

Conferences sites, Art,

Recreations, Souvenir,

Military use

Tourism use Healthy use Residential use Educational use,

design inspirations, Working sites,

Museums, exhibitions, Tourism attractions Hospitals,

Rehabilitations, Rest home Hotels,

residences

Kindergarten,

Primary school, Universities,

Educational sites, Other uses

Education activities, Transports,

Water conservancy,

Table 4. The Social Use of Heritage 19

2.2.2 The relationship between Architecture Heritage and Tourism

As historical and cultural relics, architectural heritage and tourism are inseparably

linked. As a symbol of a city or even a nation's history and culture, architectural heritage has multiple values and functions. And if these values are not effectively presented to the public, then the value of architectural heritage couldn’t be

recognized by the public. Tourism, with its unique function in delighting, educating,

identifying the public, and passing values from the previous generation to this generation, has undoubtedly become the primary way to show the value of architectural heritage.

At the same time, tourism makes the building heritages integrated with daily life so

that the concept of architectural conservation could be accepted by increasing numbers of people, thus inspiring the public to protect heritages spontaneously or consciously.

2.2.3 The development process of Tourism in historic towns The basic function of historical towns is to carry local history and culture, but the

commercialization of tourism in historical towns has gradually evolved by the development of tourism.

20

Xu Honggang points out that the process of tourism commercialization is a process

in which the cultural heritage of a historic town is discovered, packaged, marketed, and finally modernized.38 In her study of the commercialization process in

Yangshuo, Shi found that the commercialization process in Yangshuo is a process in which the scope of the commercial space changes and the form of commercialization evolves.

Mitchell has studied the process of tourism commercialization more systematically, using the historic town of St. Jacobs in North America as a case study, in which he proposes the "creative destruction" model. 25The final study concluded that the commercialization of tourism in historic towns is divided into six development processes: pre-commercialization, primary commercialization, advanced

commercialization, primary destruction, advanced destruction, and post-

destruction. 12 In addition, he and Geoffrey Wall pointed out that the model is also applicable to the historic water towns in Jiangnan, China.13

However, international scholars believe that the commercialization of tourism in historical towns has evolved from the pre-commercialization stage to the final commercialization stage, which in essence is the process of historical towns

entering the modern society and gradually integrating into the global political and economic trend, and finally realizing the economic function of cultural heritage, and this process has a driving effect on the regional economic benefits 21

2.2.4 the Influence of Tourism Commercialization in Historic Towns

The commercialization of tourism in historic towns is a process in which the

cultural capital of historic towns is gradually transformed into economic capital, which will inevitably have a positive or negative impact on the economy and

culture of historic towns. Although there are differences in academic studies on the impact of tourism commercialization in historic towns, the main views remain

similar, that moderate tourism commercialization can renew the traditional culture of historic towns and drive the development of the regional economy.

However, excessive tourism commercialization could not only destroy the

traditional culture and atmosphere of historic towns but also exacerbate the economic imbalance in the region. In addition, excessive tourism

commercialization in historic towns can greatly affect the lives of residents, as the

influx of foreign tourists and immigrant traders leads to the gradual encroachment of the original residents' world. The economic gains of residents by renting or selling their houses to tourists and businessmen have contributed to the outmigration of residents.

Overall, the degree of commercialization in heritage tourism is the key to the impact of heritage tourism.

22

2.2.5 The Over-Commercialization Over-commercialization of tourism refers to the excessive pursuit of economic benefits of tourism in the development process of tourism areas. The demand of

tourists to consume goods in tourism areas greatly exceeds the demand of tourists

to experience the core resources of the destination. As a result, the economic capital replaces the cultural capital, the local characteristic culture fades, and the tourism commodity tends to homogenize, which eventually negatively affects the sustainable development of the local area.

At present, scholars do not have a unified definition of the concept of "overcommercialization", and different scholars have described the concept related to "over-commercialization" from different perspectives.

The earliest one can be traced back to A. Mathiesonetal (1982), who proposed "cultural commercialization" from the perspective of culture, arguing that the sale of handicrafts may destroy the authenticity of traditional culture.

DJ Greenwoodetal, who first introduced the concept of "commercialization of

tourism", also discussed the concept from the perspective of local culture, arguing that the development of commercialization would lead to the alteration of local culture.13

23

Chiara Bortolotto mainly focuses on the definitions and rules about over-

commercialization, from the market intrusions into the temple of heritage to

‘commercialization without over-commercialization. In aligning its priorities

around the Sustainable Development Goals, UNESCO officially acknowledges the

need to reconcile the market and heritage.5

The idea of commercialization without over-commercialization demonstrates that the implementation of the Convention is torn between two logics

underpinning the regulation of traditional culture, which meant to resolve the tension between heritage and the market.

Yu Zongman’s dissertation ‘cultural heritage tourism: over-commercialization of Kreta ayer’ focuses on the impact of inauthenticity caused heritage tourism in

Singapore. Using Kreta Ayer as a representation of most cultural heritage tourism

practices in Singapore, an observational study and survey questionnaire are

conducted to effectively evaluate public perceptions and policy objectives. Public perceptions generally feel Kreta Ayer is inauthentic and a static product that represents the perception of tourists than part of the community identity.39

In Studies on Tourism Commercialization in historic towns in 2000, BAO jigang and

SU xiaobao, analyzed the current commercial status in the tourism historic towns

of Zhouzhuang and Lijiang in China.4 It examines the present use of historical 24

buildings in two towns, and investigates the oriented customers of shops, tourists, locals, or both. In zhouzhuang, 66.17% of customers are tourists, 7.28%, are for locals, and 17.99% are for both tourists and residents .so Zhouchuang has become tourism commercialized.6

Ye Liqun researches the excessive commercialization of autonomous tourism

communities, which mainly takes the Zengcuoan community in Xiamen as a case

study. The author analyzed the history and present situation of the Zengcuoan community and pointed out the excessive commercialization phenomenon in the Zengcuoan community.

It concludes that community education could be the

strategy to solve excessive commercialization.40

Based on the research of previous scholars, this paper intends to define the

concept of over-commercialization as the excessive pursuit of economic benefits of tourism in the development process of tourist places. And the demand for

commodities in a tourism destination greatly exceeds the demand of tourists to

experience its core resources. As a result, the number of tourist stores exceeds the number of living stores, the culture of local characteristics fades, tourist goods homogenize, and economic capital replaces cultural capital, which ultimately affects the sustainable development of the local area.

25

Chapter3 The Approaches in Defining and Measuring Overcommercialization

3.1 The measuring approaches of Over-Commercialization

The features of the commercialization of tourism in historical towns have been an important area of research, which helps to better understand the nature of the

commercialization of tourism in historical towns. Furthermore, the studies about

the features of tourism commercialization in historic towns are mainly in terms of the spatial layout of commercial land, the number of commercial spots, and the quality of tourism goods. The research on the main features of the

commercialization of tourism in historical towns is shown in Table 5.

In general, the main features of the commercialization of tourism in historic towns are the gradual expansion of commercial land in tourist areas and their

distribution around scenic spots and major tour routes, the increase in the number

of commercial outlets, the change in the function of stores and the serious homogenization of tourist goods.

26

Approach

Resear

Character

Merits

Shortcomings

The

Huang

The gradual increasing lands of

This approach

The spatial

towns.13

and analyze the

features could

es

spatial

distributi

cher Rui

on of

Zhou

al land

ng

commerci

NianXi

Zhou

commercial use in historic Commercial land and

commercial facilities are more clustered, mainly distributed

near scenic spots, tour routes, and major entrances& exits.19

could measure physical

features in spatial

distribution.

Xiaofen tourism commercial land shows the characteristics of "surface",

Rafael

Zanzibar has tripled the number

be described by analyzing graphic, but the

information is limited.

The spatial distribution of

g

distribution

"belt", "line" and "point.42

of commercial sites in the decade of tourism

Kempe rman

Cohen

development.21

The commercialization of

tourism is highly correlated with tourist routes.19

The production and sale of

tourist souvenirs spread along the tourist routes in a ribbon

The

Zhang

and

Xin

numbers functions of the

tourism

Tian

pattern.8

From 2000-to 2004, the number

This approach

The tourism

Old Town is increasing rapidly

and precise in

be analyzed

of tourist goods stores in Lijiang and with greater density. But

the increased stores are mostly tourist-oriented stores and 27

is quantitively,

business could

numbers, which commercially, is suit for

further data

but the

information is

business

tourist service facilities, and

Mingju an

Lilei quality of tourism

limited.

The tourism business in

The popular

The quality of

and the homogeneous

products will

affected by the

there are fewer stores for daily Sun

The

analysis.

Ruan

Yisan

products

necessities.24

The number of stores in

Zhouzhuang increased from

2000 to 2012, and the number of tourist-related storefronts continued to grow.33

Some stores serve not only locals but also tourists.26

Jiangnan lacks bright highlights, competition for tourism

Zhou

gradually take

products is serious.31

The original handicrafts were

Xiaofen gradually replaced by massg

produced products due to their

Miao

The special cultural

Xiang Zhang

jianwe n

Cohen

low output.28

performances in different historical towns are very similar.24

Traditional craft stores are hard to find, and the highly

homogenized mass-produced products are everywhere.29

The ribbons produced within the craft community are

gradually homogenizing to

those produced in the town's tourist centers.8

tourism

28

over the market share of

traditional crafts and

souvenirs with low profits.

goods is easily shops and

people, for

example, the number and ability of

traditional

handicraftsma n.

Questionn Yu

Questionnaires are conducted to This method

This method is

satisfactio an

perceptions and policy

and it’s easily

aire n

Zongm

effectively evaluate public

collect people’s

objectives. Public perceptions

suggestions,

generally feel Kreta Ayer be

inauthentic and a static product that represents the perception of tourists than part of the community identity.39

opinion and

and understand

too subjective, affected by events and

what they really media’s need in reality rather than in

opinions.

academic view.

Table 5. The Approaches in measuring and defining over-commercialization

3.2 The potential methods in measuring approaches of Over-Commercialization The able above shows the approaches in measuring and defining over-

commercialization, and there are also other potential approaches in defining and measuring the over-commercialization? The negative impact of over-

commercialization including homogenization of goods, the increasing numbers of

tourism stores, the faded culture atmosphere, the loss of heritage authenticity, and the outflow of local population and so on.

So, the over-commercialization could also be defined from the perspective of the numbers of local residents, the original culture atmosphere, the status and

authenticity of heritage. And over-commercialization could be analyzed from a

comprehensive perspective which combined and compared the former factors.

29

Chapter 4 The Controlling Method of Tourism Commercialization

4.1 The approaches in controlling over-commercialization The commercialization of tourism in historic towns is a process that historic towns have to go through when they are developed for tourism, but excessive

commercialization may bring many negative effects to historic towns. Therefore, in order to avoid these negative effects and to coordinate tourism development with

economic development, it is essential to control the commercialization of tourism in historic towns.

4.2 Comparison of Previous Study While redevelopments of cultural heritage is important, it can only be done to an

extent to ensure there is no excessive pursuit of economic benefits in the process.

Tourism is the major cause for commercialization, and it is important that the commercialization remains sustainable as long as possible. The over

commercialization that is recently noticed in tourism require controlling

approaches if it is to remain sustainable at all. The proposal to ensure that historic towns are preserved has appeared in various sectors like

The preservation and control of historic towns has been proposed in the 30

Washington Charter in 1989. In 2011, a revised version of the Washington Charter, the Valletta Principles, proposed that the protection of historic towns and other

historic areas should be an integral part of economic and social development policy and that interventions to control historic towns would help maintain the balance of the foundational space, further pointing to the need for control of historic towns.24

David's study of the commercialization of port sites in England found that the spirit of national planning is a crucial control measure, while some international

organizations have a regulatory role in the commercialization of heritage sites.

But when governments fail to act, the control of tourism commercialization shifts from a public authority to private individuals and local communities. 31

4.2.1 Sustainable Management

Sustainable management is one approach that can be used to control over

commercialization. Like Borges et al., (2011) discusses6, it is important to examine the underlying conditions that are important for tourism commercialization. It is only through understanding them fully that over commercialization can be

controlled appropriately. Sustainable management is enabled by different factor, which also associate with the development of tourism. The factors become the conditions that each site must achieve to ensure sustainability. Context 31

understanding is one factor that is important to help predict evolution of a site.

However, this is not possible if the environmental, social, political, economic,

ecological, and geographical features have not been analyzed. A better analysis of the features of a site and its relation to wider destination enables a context

dependent solution to be achieved and ensure sustainability. Thus, there is need for local authorities to have a relationship beyond sites boundaries to influence the development in the surrounding zones.

Tourism governance is another factor to ensure sustainable management. This has

a close association with political context and the relationship of cultural heritage to government institution which are involved in various ways with respective historic sites. A good governance amid the relationship of the historical site and the

government institution ensure sound tourism management and development that cannot result to negative impacts. Vice versa is also true. These factors amid other ensure that the degree of cultural heritage commercialization is control and is not overdone to have negative impacts like eradicating the historical cultures and identity.

Another study by Bao & Lin (2014), stresses that better government intervention is very significant for effective control of commercialization of tourism. As seen in

historic towns, government institutions have relationship with historic site. The 32

relationship ought to have better governance through management and

development that can ensure better control of commercializing tourism.

Government also benefits from cultural heritage that boosts economy through tourism. As such, their involvement is highly expected in a manner that will

continue to retain the heritage and ensure better tourism commercialization.

Most local governments have thus, played a role by coming up with rules and

guidelines that ensure historic towns are preserved, like the rule of reduced

demolition and reconstruction in historic town. Beijing government insists that

historic town only needs less renovations that ensure their cultural identity and nature is maintained. This way, the locals as well as tourists get to enjoy both

trendy and traditional scenes. Such government intervention has ensure most historic towns have their tourism commercialization controlled and thus, a continued heritage preservation.

Same study by Bao & Lin (2014) insists that, government is core in controlling over

commercialization of tourism since it has effective control over the villagers, village committee and even visitors.

33

4.2.2 National Planning National planning is another essential approach to control tourism over

commercialization. A study by David (2003) insists that national planning ensures that international organizations have rules to follow while playing their role in cultural heritage commercialization. The failure of government to lay these regulations make shift the tourism commercialization control from public

authority to private bodies or local authorities. Private individuals cannot ensure

control of tourism commercialization given the aim of the se bodies is making more profit. With private sectors in control of tourism commercialization, over commercialization is possible, threatening heritage preservation.

On the same point, Li, Wu, & Tang, (2006) suggest that historic towns to have

reasonable development plan guided by the government who oversees any new

zones being established to ensure reasonable control too. According to this Chinese scholar, the involvement of the government is far much important since it is

through that, that a reasonable control can be ensured with the commercial scope of these historic towns.

4.2.3 Government Involvement Even so, another study by Sun & Shi (2012) claim that government involvement in 34

controlling tourism over commercialization causes resistance and community enmity. 34The major reason being the effectiveness communication that lacks

between the community and government. The community is also highly invested in being concerned about the economic interests, particularly in relation to cultural heritage and identity. However, government control of commercialization of

tourism creates economic gap in economic gains which brings discontent amid the local residents who deserving need to benefit from them. These claims can be two if the governance of government intervention is not structure or is of self interest rather than help preserve cultural heritage and ensure sustainable tourism commercialization. 27

In a related study by Chinese scholars, Li Qian proposed that historical towns

should develop reasonable tourism development plans and that the government should guide the establishment of new areas outside the town and reasonably control the commercial scope within the town.21

Jigang Bao studied Xidi town and found that the stakeholders in tourism

commercialization include local government, village committee, villagers, and

tourists, but the government can effectively control the determinacy of its tourism commercialization.28

35

4.2.4 Tourists’ demand

Li Pan in the study of the commercialization of tourism in the ancient town of Xiasi pointed out that the ancient town of Xiasi has now formed a tourist

commercialization control mechanism of tourists, government, residents and

operators, and companies acting together. Tourists' demands are the main driving force, and the government only selectively intervenes.28

Tourists’ demand has also been proved as a factor that can help control tourism

commercialization as per Li Pan’s (2019) study. This approach needs the residents,

tourists, government, operators and other companies to work together in achieving the demands of the visitors since they are the driving force. The government only has to intervene selectively, when needed. These and more studies have different stands when it comes to approaches to control tourism over commercialization.

Notably, tourism over-commercialization is a very hot topic issue today even

among scholars since it presents crucial issues to the practitioners in the industry.

Government has seem to be an external force recommended by many scholars to help address and control tourism over population through better governance,

sustainable management, national planning and general managerial controls. Eve

so, there also exists scholars who do not affirm government involvement in control of tourism over commercialization with the base of claim being lack of effective 36

communication with the community, a very important part of historic towns.

Visibly, there is need to recognize reasonable tourism commercialization control if historic towns and cities are to continue preserving their cultural heritage and

identity. It is also for the good of the towns since heritage conservation continue to play a part in boosting economy.

From the perspective of measures to address over-commercialization, scholars

prefer to use external interventions, such as government administrative, technical, and managerial controls, while some scholars also agree that the role of

communities and NGOs in managing the over-commercialization of destinations cannot be underestimated. Since the over-commercialization of tourism

destinations is closely related to the local stakeholders, it is essential to start from the destinations themselves.

4.3 Conclusion

In summary, there is international recognition of the need for reasonable control of tourism commercialization in historic towns and cities. Some communities and governments play a major role in the control of tourism commercialization.

The Chinese government plays an important role in the process of tourism commercialization, but some studies show that the control of tourism

commercialization in China is gradually shifting from the government to the

communities and local residents, and the government only selectively intervenes.

37

The research related to the control of tourism commercialization in China is still mainly based on government control, with less community participation, so the

research on community participation in the control of tourism commercialization should be further studied in the future. At the same time, it is also necessary to refine the research on the measures and methods of controlling tourism

commercialization in historical towns, so that the measures can be more operative

and can be implemented into the control of tourism commercialization to promote the reasonable development of tourism commercialization in historical towns.

4.3 Table Summary Controlling

Author

Source

Sustainable

Borges, M. A.,

Sustainable management ensures

Bushell, R., &

only done to an extent to continue

Approaches management Government

intervention and

good governance

Carbone, G.,

Jaeger, T. (2011) Bao, J., & Lin, M. (2014)

that tourism commercialization is allowing heritage preservation.45

Government intervention approach is significant because the government

has effect on the community, villagers and even visitors. With good

governance, government involvement is an excellent approach for controlling tourism over commercialization.3

38

National Planning

Pinder, D.

(2003)

Through national planning, the

government ensures existence of regulations that also apply to international organization

commercialization on tourism 29 Tourists demand

Pan, L.

(2019

Demand of tourists like quality tourism experience through

authenticity can play a huge role in controlling tourism over commercialization 52

Table 6. Controlling approaches 4.4 Recommend potential controlling approaches in the future Different research pieces have varied recommendations that could act as potential

approaches to control tourism over commercialization in the future. Here are some recommended approaches that can be applied in the future.

Retaining authenticity. Research by Sun et al., (2019) affirms that authenticity is the core experience of tourists. Often, over commercialization negatively on cultural heritage authenticity and historic towns must ensure tourism

commercialization is controlled by retaining cultural authenticity as all cost. It is also through this, that tourists can be guaranteed quality experience.

39

Government intervention is another control approach that has been explored and recommended in many research pieces. According to Bao & Lin (2014),

government have high impact in controlling tourism over commercialization.

Government body issuing of rules that must be adhered to despite

commercialization of historic cities and downs is something that is more effective and is highly considered to have a great impact, even among the international organizations.

Chapter 5. Case Study

Over-commercialization of cultural heritage is not a new thing in Asia countries

and cities that has rich cultural heritage and use them to boot their economy. Overcommercialization can impact the cultural heritage’s authenticity negatively.

Redevelopment or evolution of sites and building to fit the modern generation is

important, but only to an extent to ensure the historic towns and culture still make sense. As such, countries and cities need strategies that can help control the

negative impacts that can result dues to over commercialization. This section discusses the strategies used in three selected case towns as below.

40

5.1 Xiamen, Zengcuoan Case Xiamen is among the popular historic towns that is often flocked by tourists who

want to explore its heritage. Located in the southeastern part of Xiamen Island, the

community of Zengcuoan was originally a fishing village near the sea, but was later transformed into a tourist attraction known for its cultural and creative products.

As a result, the town has developed to accommodate the tourists by adjusting the many historic sites available.

Figure 2. the aerial view of Zengcuoan

However, the town has ensured to maintain the western culture by doing just enough development that still enable the unique history, landscapes and

atmosphere that the location has been endowed. This is the main strategy that has

ensured that even with commercialization of heritage, there is no negative impacts 41

like eradication of culture or history. Cultures like traditional handicrafts continue

to be passed down from the ancient times, which is one of the reasons why tourists love the place. Customs like Wangchuan and Bobing game ceremony continue to be help to ensure historical memory are evoked rather than letting them fade away.

Heritage protection for sustainability is another strategy. Xiamen understands that protecting heritage needs to be top priority if it is to be sustainable. The town uses this strategy both for controlling over commercialization and control any negative impacts on over commercialization. By doing so, Xiamen authority is involved and introduced restoration of sites by encouraging garbage sorting, limiting the

number of tourists, standardizing the business operations and restoring the

buildings (PRNewswire, 2021)30. In addition, museum plan was introduced with different historical sites that are restored to continue exhibiting Xiamen stories.

Xiamen also placed itself in a position to be recognized as a provincial level

culturally and historically eminent town. This recognition is both a strategy and a

negative impact to over commercialization. With recognition, Xiamen is most likely to be used to boost the city’s economy placing it at a risk of exhausting its heritage.

However, the city has used recognition as a strategy to continue encouraging the

people to cultivate the heritage that not only adds to boosting the city’s economy

but also on placing its culture and history on the world’s map. Culangyu Island, for 42

example, is a cultural heritage, commonly mentioned when people converse about Xiamen. Such recognition places even the government to work on preserving the nature and culture of the city through various protection techniques. As a result,

Xiamen has managed to protect more than 85 intangible cultural heritage despite the commercialization development in the city.

The use of Xiamen long history that dates back to around third century is another strategy. Maintaining this long history cannot be overshadowed by any negative

impact of over commercialization. The books are available from which the history are captured and are passed from generation to generation. The availability of

natural and cultural sites to back up the history is even better, enabling to keep the history alive even today. The development have made the site modern but the city has ensure to retain its heritage as much as possible.

5.2 Nanluoguxiang, Beijing Case As discussed before, over-commercialization comes with several negative impacts

that must be controlled to ensure keeping heritage alive. Like Xiamen,

Nanluoguxiang also uses distinct strategies to ensure that the possible negative

impacts of over commercialization are controlled. The most popular strategy is the

expensive rent, particularly for business stores in particular streets. Developments like establishment of business are among the activities that can diminish culture.

43

Figure 3. The view of Nanluoguxiang street Nanluoguxiang authority has ensure there are only few businesses in the city by

increasing rents so that only few businesses can manage to operate. The authority

is also able to control population which has been growing in the recent years (Shin, 2010) in the town. Therefore, there can be enough space to preserve and display the city’s culture. The tranquility of the town, one of Nanluoguxiang uniqueness loved by tourism can also be maintained. The picture below shows how this

strategy has enabled the city to maintain the city’s population, making it easy to conserve its heritage.

However, other streets in historic areas often retain some of their life and are not completely commercialized. For example, the main street in Beijing's 44

Nanluoguxiang has been almost completely commercialized and is geared toward

doing business with tourists. However, there are still residents living in the deeper

parts or corners of Nanluoguxiang, but they have to put up with the noise, crowded people, and chaotic surroundings that come with the busy business.

Figure 4.The view of Beiluoguxiang street Compared to Nanluoguxiang, Beiluoguxiang has a more lived-in atmosphere, is less

commercialized, quieter, and has more local residents. Among the hutong areas of Chaoyang, Nanluoguxiang is the most commercialized and attracts the most

tourists, but there are still a large number of local residents and lifestyle stores serving the residents in the other streets.

45

Nanluoguxiang also uses the strategy of avoiding large scale destruction and

reconstructions. Over commercialization has resulted to intensive development in different cities in China to ensure modernity. However, Beijing authority issued a plan of not redeveloping old towns known to be rich in culture (Shin, 2010).

Nanluoguxiang is among these town. The city is permitted to only have small

renovations that improves the living standards of the residents to help conserve any natural historical heritage and features. According to Beijing Municipal City

Planning Commission7, Beijing and cities’ local government consider this strategy to as part of growth that will ensure cultural heritage are converted to urban

amenities while encouraging redevelopment outside conservation locations. Either way, the country is able to maximize its profit elsewhere while conserving historic quarters and heritage.

Nanluoguxiang majorly utilizes refurbishment of its popular courtyard houses to retain the city’s identity. With authority’s rule to minimize demolition and

reconstruction, the city landlords majorly renovate the building to maintain its

consumption by those who seek to live in booth trendy and historic quarters. To

also ensure the population is controlled, the quarters’ pricing vary depending on

various factors but is naturally considered expensive. This is however not any issue to national elites or tourists this the buildings allow them to experience the vernacular way of life.

46

All the above strategies have helped make Nanluoguxiang streets visitor friendly,

enhancing tourism sustainability. Over-population breeds a rather unfriendly

environment that visitors may not feel comfortable in. The strategies work to also

maintain Nanluoguxiang as a leisure district that it is. The government involvement in ensuring heritage preservation is also a support to the strategies enabling the

city to continue being tourism sector without being impacted negatively through over commercialization.

Actually, over-commercialization does not seem to be a problem in Nanluoguxiang given the strategies and rules that both the residents, community and authority

have enforced. Notably, the community is also actively participating to ensure the strategies are effective. Together with the notion that cultural conservation also impacts on community conservation, Nanluoguxiang will definitely continue to

benefit from the strategies to control any negative impact that may result from over commercialization.

5.3 Kreta Ayer, Singapore Case For Singaporeans, concept of authenticity and relevance is very important for heritage. It is the concept of authenticity that keep Kreta Ayer an historic 47

destination according to Toh et al., (2017)37. It is important drawing history,

heritage and story behind a place. It is the connection between the three that

ensure authenticity. As such, Kreta Ayer is identified with more than just history of the area but also activities linked to it. This is a strong strategy that

commercialization cannot impact negatively. Even with the re-developments, the history and activities are still linked.

Figure 5. The Map of Kreta Ayer

Singaporean Tourism Board has ensured to allow the activities to be conducted as per the history, for example, the annual heritage lantern walk. This activity

represents history, and the board cannot stop its practice, particularly not practices or rituals that link the past and present. This shows that Kreta Ayer treasures its practices and traditions, building on the authenticity that it cannot be impacted

negatively by over commercialization. The fact that Singaporean also treasure the 48

activities as a community makes Kreta Ayer heritage have an even high degree of authenticity.

Figure 6. The Street of Kreta Ayer Road

The concept of relevance is another strategy that has enable Kreta Ayer control any

negative impact of over commercialization. Unlike in the two cities discussed above, Singaporean government insists that intangible cultural heritage must evolve since it is not static. Kreta Ayer is one of the cultural heritages that evolved to ensure it stays relevant as per the changing needs and taste of Singaporeans. While this affects the value proposition of Kreta Ayer to some degree, staying relevant is

equally important to ensure the heritage makes sense to each generation. The

younger generation in Kreta Ayer are a major concern in relation to relevance of

the heritage. Local tourists, particularly youths prefer to visit huge modern malls

that are convenient for their shopping and walks other than visit small traditional 49

store selling herbal medicine and other traditional items. As such, Kreta Ayer has undergone re-development to ensure it remains active and relevant as per the

current generation. The store in Kreta Ayer is decorated, roads are developed and

streets are renovated to have a community like look and feel. This makes it relevant to the current generation and continue to make it active.

Kreta Ayer also focuses on the balance between authenticity and relevance to

ensure there is no negative impact. Excess of either can result to dominance of the

culture or its diminishing. The two strategies are likely to pull in opposite direction.

Relevance ensures the traditional activities; art forms or rituals are reformed to

attract the current generation. However, in doing so, authenticity of the rituals, art forms and other traditional activities may be questionable. Thus, a balance is

important. Relevance can only be enabled to a certain extent to ensure authenticity remains and is perceived. Extreme relevance has a higher chance of negatively

impacting authenticity hence the negative impact of over commercialization. The balance is significant such that even stakeholders have to take part to ensure it is achieved for the continued cultural heritage.

Chapter 6. Conclusions

Historic towns after the commercialization of tourism exist as tourist attractions and are carriers of tourist commercial activities, and their customer groups are 50

mainly tourists.The city is completely transformed into a tourism city, while the historic town before tourism commercialization is generally a carrier of

commercial trade, but the customer group of this commercial activity is mainly local people, farmers, and other customers in the region, and is a city for living.

In the quest for profits, commercial cities tolerate and even encourage urban decay, environmental degradation, and building congestion as a means of reducing business management costs.

UNESCO argued in 2000 that the commercial and travel atmosphere of Lijiang's ancient city was too strong, eroding traditional culture, and that with the

emergence of tourism and modern culture, traditional architectural forms, festivals, rituals, language, costumes, beliefs, traditional crafts and folk art were vanishing and changing, leading to a cultural crisis in the ancient city.

In fact, not only Lijiang, but also many of China's rapidly developing historic towns (such as ZhouZhuang, Lijiang, and Dali) have seen the main streets evolve into

almost pure profit places, with the entire street becoming a public traffic aisle and shopping street.

However, other streets in historic areas often retain some of their life and are not completely commercialized. For example, the main street in Beijing's

Nanluoguxiang has been almost completely commercialized and is geared toward 51

doing business with tourists. However, there are still residents living in the deeper

parts or corners of Nanluoguxiang, but they have to put up with the noise, crowded people, and chaotic surroundings that come with the busy business.

The extreme of tourism commercialization is that the stores along the streets are

all converted into stores oriented to tourists. For historical towns, the final rough end may be: the fading of traditional culture, the homogenization of tourism

products, the destruction of the authenticity of heritage, and the outflow of local

residents. World Heritage cancels their registration and cultural tourists refuse to

come here, and these endings are catastrophic for the tourism of historical towns.

The commercialization of tourism is the result of the role of the market, which brings negative impacts from the outside and affects long-term sustainable

development. In order to minimize or eliminate this negative impact, it is necessary to clarify the property rights of tourism resources or products. However, it is

difficult to determine whether architectural heritage is a public or private item.

Many heritage properties with broad public value can also be demolished due to the pursuit of the interests of the heritage owner.

Since it is difficult for market mechanisms to eliminate negative externalities from tourism, and property rights to heritage are difficult to determine, it is necessary

for forces outside the market to step in, such as government forces and community 52

management committees.

The lack of predictable external forces will change part of the features of the

commercialization of tourism in historic towns! But the overall direction will not change. The number of jade stores in the old town of Lijiang reached its peak in

2007.The number of jade shops in the Old Town of Lijiang reached its peak in 2007, but the fraudulent and deceptive actions of jade store owners in the process of

operation caused great dissatisfaction among tourists! This affected the reputation of Lijiang. Finally, with the intervention of the higher government, the local government decided to ban jade shops.

The rise and fall of jade stores is the result of strong government intervention! But

the disappearance of jade stores was quickly filled by the equally profitable silver stores! This is the result of market action.

In fact, the government's foresight measures made at the beginning of tourism

development will powerfully stop the formation of tourism commercialization.

The ancient town conservation and tourism development form a virtuous cycle.

Suzhou Tongli ancient town is a good example13. The main measures taken by the local government include the commercial stores in the ancient town mainly

concentrated in the Ming and Qing streets. At the same time, the commercial 53

activities in other streets are under control. This is beneficial to the formation of a

specific tourist shopping area, and creates a pleasant shopping environment, so to avoid the deterioration of the overall atmosphere and maintain the original living

atmosphere. Tongli's control of the tourist commercial atmosphere has been very effective, and There are many positive comments from tourists.

The government's anticipatory intervention is a positive measure. Unlike government-led or after-the-fact actions, the former can easily lead to

government intervention too much, the latter is a reactive action, which requires huge costs to change the market mechanism & Government anticipatory.

Interventions need to be developed before applying to large-scale tourism

development. After learning from the experiences and lessons of other places, and taking into account local realities, It is proper to set controllable rules of the game for the market to obtain the maximum tourism benefits at the minimum cost.

54

List of Figures

Figure1

Figure 2.

The research process the Aerial view of Zengcuoan

Self-drawn

https://touch.travel.qunar.com/

Figure 3.

The view of

https://theculturetrip.com/asia/china

Figure 4.

The view of

https://theculturetrip.com/asia/china

Figure 5.

The map of kreta ayer

https://www.ura.gov.sg/Conservation-

Figure 6.

Nanluoguxiang street

Beiluoguxiang street

The Kreta Ayer Road

Portal/Resources/WalkingMaps?bldgid=TKAY

https://thesocialspace.co/blogs/news/5things-to-do-in-kreta-ayer

55

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