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The purpose of this paper is to construct a grey clustering evaluation model based on center-point mixed possibility function and to evaluate the tourism development potential of tea intangible cultural heritage. The research results provide a certain reference for the tourism development department and related researchers who are engaged in the tourism development of intangible cultural heritage.

The study uses literature research, questionnaire investigation, expert interviews and factor analysis to determine the evaluation index system of tourism development potential of tea intangible cultural heritage and applies analytic hierarchy process (AHP) to determine the weight of each criteria. Then, according to the grey clustering evaluation theory and two-stage decision model, a grey clustering evaluation model is constructed to assess the tourism development potential of tea intangible cultural heritage. Finally, a new model is employed to evaluate the tourism development potential of tea intangible cultural heritage in Huangshan city.

The results show that there is a big difference in the tourism development potential of different tea intangible cultural heritages in Huangshan City and it further illustrates the scientificity and rationality of the method proposed in this paper.

The model constructed in the paper can be effectively applied to the evaluation of tourism development potential of tea intangible cultural heritage scientifically and reasonably.

This manuscript not only constructs the evaluation index system of tourism development potential of tea intangible cultural heritage but also creatively applies the grey clustering theory to the evaluation of tourism development potential of tea intangible cultural heritage, which provides a new research idea for the evaluation of tourism development potential of tea intangible cultural heritage.

Since Cantonese opera was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2009, the Chinese government has carried out different policies to “develop” Cantonese opera in Guangzhou. Through state-initiated reforms, the local performing art was homogenized, institutionalized and nationalized in many ways. In this process, the government authorities took the lead and the Cantonese opera music community was not involved in the decision making of the future of their own tradition. This paper aims to discuss this issue.

Based on intensive fieldwork conducted in 2011, the paper examines the meaning of heritage to the local music community, as the art form was recognized by UNESCO in 2009. Apart from studying the policies made by the government, this paper looks into the socio-political impact brought to the Cantonese opera music community from a bottom-up perspective.

Cantonese opera performances in Guangzhou as well as performers’ own social life changed drastically in recent years. Musicians faced a dilemma of whether to follow the government’s market-oriented plan or to preserve their traditional lifestyle with their own initiative.

This paper reveals the voices of the “voiceless” music community and investigates the consequences resulted by the heritagization of the art form to the music community.

This article analyzes the concepts of experience economy and promotion of authenticity at The Venetian Hotel and Casino in Las Vegas by exploring the resort's tangible and intangible heritage use in design and marketing strategies.

This qualitative study conducts a content analysis of marketing material, historical documents, and site observations.

Visitors' active involvement, combined with The Venetian's use of tangible and intangible heritage, is used in creating an authentic themed experience. In addition, our study suggests that authenticity constitutes a key concept for today's hospitality industry.

This study centers on a single case study, and requires adjustments in order to be replicated. However, The Venetian represents one of the most prominent models followed by the hospitality industry worldwide.

This analysis provides a baseline for comparison among resorts that have theming but do not integrate it in the same way, or in general, to other professionals and academics considering themed experiences.

The manuscript centers on several aspects that are being debated in numerous fields, from business to sociology, such as customers' desire for authentic experiences through the creation of themed attractions.

This research fills a gap in hospitality marketing research into authenticity and themed experience by investigating how The Venetian Hotel and Casino uses the heritage of another, tourism-focused city (Venice) to promote itself. The investigation uncovers how themed attractions in hospitality create an experience-based involvement that centers on the authenticity of the theme (in our case cultural heritage) they replicate.

The purpose of this paper is to argue that the World Heritage Site (WHS) status as a label plays an important role in branding, creating awareness among the tourists and promoting a specific place – be it natural or cultural.

The study is based on qualitative research and utilised interviews and explanatory case study method, taking Maritime Greenwich WHS as a case.

It is found that the status of WHS motivates the tourists in general and heritage tourists in particular to visit the case study site. Also, the status helps in boosting the level of confidence of the tourists while selecting the site. Overall, it helps to reinforce the identity of a place. However, sustainability and conservation should not take a back seat when the very purpose of branding a site as WHS is this.

It is ideal to have a balance in managing the demand and supply side of place management and marketing making sure that the heritage value and trust is kept intact.

Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

Mapping the intrinsic value of the art of architecture and the art of nature within the context of Kakunodate and the preservation of its samurai manors and Sakura heritage trees, this paper proposes that from the perception of tourists, the preservation of both items is important. Extending the psychology of pricing that is subject to consumers’ preference and expectation to the context of valuation of cultural heritage assets, the purpose of this paper is to suggest that including the art of nature and the aesthetic of Sakura to the art of architecture (Samurai manors) will add more value to the cultural heritage of Kakunodate than when only the art of architecture is mentioned.

This paper uses Contingency Valuation Method to solicit tourists willingness-to-pay to preserve the architecture and the nature in Kakunodate. The survey uses a double bounded dichotomous choice model to elicit the various levels of tourists preference in various scenarios. Response from more than 1,000 tourists in three scenarios were collected. Through a maximum likelihood method and a subsequent truncated calculation, results are reported.

The results support the conceptual argument that the art of nature adds value to the art of architecture only. Tourists are found to be willing to pay more to support both the architecture (samurai houses) and nature (cherry trees) than the samurai houses alone.

The research findings add to the inventory of research on prior works in heritage trees, conservation of trees and heritage tourism, and cultural heritage assets in general. The empirical findings support prior theoretical works that examined the relationship of nature and art, art and architecture, and architecture as visual consumption.

The findings have managerial implications for policy makers relative to a possible increase of revenue by adding accompanying-nature component to focal architectural assets when soliciting funding support.

The originality and this piece stems from extending trees as an art form in nature and its added value to architecture within the context of cultural heritage assets. The empirical findings add to the much discussed relationships among art, nature, and architecture.

This chapter draws upon the ongoing gaps and injustices in Western water policy and law, exploring its paucity in recognition of Indigenous Water rights. Exacerbated by National Water legislation and ongoing colonial racism, notions of ‘ownership’ of water resources that are licenced through the Crown represent a site where a paradigm shift is needed to dismiss the myth of aqua nullius and secure Aboriginal Water rights (Marshall, 2017). The Gunditjmara success in obtaining United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage listing of the Budj Bim eel traps and the Yarra River (Wilip-gin Birrarung murron) Protection Act (2017) are two examples that illustrate recognition of Aboriginal connections to water, but at the same time reveal weaknesses in Australian water policy. Sustainable Indigenous culture requires legal, social and cultural recognition and enactment of Aboriginal Water rights.

The sublime in scent refers to the use of language and description that excites thoughts and emotions beyond ordinary olfactory experience, and I would like to borrow this literary concept to explore the recent development of incense traditions in Japan and China from a sociocultural perspective. In order to understand how olfactory characters of incense have been verbally expressed, we can start by looking into the sublime in scent through the articulation of relevant subtle approaches since ancient times.

This paper explains how the description of scent experienced by individuals has been associated with thoughts and history and why the sublime in scent is more complicated than the aroma people can tell. The data collected for this research is mostly based on observations by participating in various events and conversations with different people.

In Japan and China, the use of incense has a long history, and relevant scent cultures have been developed not only for offerings in religious practices, but also as a kind of scent appreciation together with a poetic presentation. Again, it is important and significant to discern several interactions of incense traditions in these two countries, since the transformations became obvious in the last two decades, while Japanese Kodo participated more in international exchange, and the Chinese people's view of intangible cultural heritage has become more important in their daily social practices.

As a way of showing how the study of scent can enhance ethnographic writing and the understanding of changes in the appreciation of incense, this paper hopes to contribute to the study of art and tradition.

The purpose of this study is to propose that in-factory experiences transfer into souvenir evaluation, and the process is moderated by customers’ commitment and readiness cumulated in daily life.

The study collected data from 398 tourists of tea leaves tourism factories.

The results reveal that interactive experience is a dominant determinant of perceived souvenir value. Interactive and hedonic experiences reinforce each other to create perceived souvenir value. Low commitment diverts customers to emphasize hedonic experience, whereas low readiness constraints customers’ resources, and hence, depreciates value delivered from interactive experience.

Intrinsic hedonic values are weaker predictors than extrinsic ones for perceived value in a leisure tourism setting. Merchandize quality is perceived and judged together with interpersonal interactions in the industrial tourism contexts, instead of objectively evaluating by customers themselves.

The experience or credence attribute of tea leaves is difficult for ordinary customers to evaluate, leaving most of the consumption value to be fostered by the firm. Perceived souvenir value could transfer to routinized purchase behavior, it is more imperative turning initial tourists into committed loyal customers by relationship management strategies than merely creating hedonic surroundings.

The study contributions are twofold: first, the study extends the influence of tourist experience to the perceived souvenir value; second, the study verifies the interaction effects of in-factory experiences and customer roles on perceived souvenir value.