Tourism performing arts development in China

Abstract

This chapter examines tourism performing arts development in China. It first reviews the scope of tourism performance arts (TPA) as integrating elements of both ‘high arts’ and entertainment. Subsequently, the market demand, motivations of TPA tourists and marketing strategies are examined. The chapter goes further to interrogate resident responses and social impacts of TPA. By integrating arts, entertainment and tourism, TPA has emerged and rapidly expanded across many destinations in China. TPA tourists seek to meet their intrinsic needs (e.g., aesthetic, education, relaxation or entertainment), or their social needs (e.g., a sense of bonding, distinction, self-esteem, social interaction) through art-core or art-peripheral consumption. Beyond the economic revenue, TPA helps to enhance residents’ cultural awareness, ethnic identity and cultural pride.