The Impact of Commercialization on Traditional Culture in China: A Quantitative Analysis
DOI:
https://doi.org/10.6981/FEM.202509_6(9).0005Keywords:
Traditional Culture; Commercialization; Cultural Preservation.Abstract
This quantitative study examines how commercialization influences traditional culture in China by evaluating public attitudes toward integrating heritage into modern business practices. Survey data from 326 respondents across diverse regions were analyzed using an ordinal logistic regression model to assess how demographic factors, geographic location, and cultural attributes shape these perceptions. Nearly 96% of participants reported moderate to high familiarity with traditional culture, and a strong majority supported initiatives that blend traditional values with contemporary market strategies, despite concerns over potential erosion of cultural authenticity. Key predictors of positive attitudes include a firm belief in the benefits of embedding traditional culture within business practices, robust support for market integration, and a high intrinsic valuation of heritage. Notably, a composite cluster of cultural attributes-encompassing handicrafts, traditional music/dance, festivals, cuisine, and architecture-proved a significant predictor, suggesting these elements carry strong symbolic resonance. Overall, the study offers valuable insights for policymakers and practitioners by highlighting that strategic commercialization can stimulate economic growth while safeguarding cultural heritage and fostering sustainable development that honors traditional values.
Downloads
References
[1] Iossifova, D. (2014, February). Cultural Heritage: Preservation and Development with Chinese Characteristics (Short Term Policy Brief 80). Europe–China Research and Advice Network. London: ECRAN.
[2] Zhou, Y., Sun, J., & Huang, Y. (2019). The digital preservation of intangible cultural heritage in China: A survey. Preservation, Digital Technology & Culture, 48(2), 95–103.
[3] Mu, Q., & Aimar, F. (2022). How are historical villages changed? A systematic literature review on European and Chinese cultural heritage preservation practices in rural areas. Land, 11(7), 982.
[4] Kolay, S. (2016). Cultural heritage preservation of traditional Indian art through virtual new media. Procedia – Social and Behavioral Sciences, 225, 309–320.
[5] Deretić, N., & Kukolj, S. (2023). Application of new technologies in the promotion and preservation of cultural heritage. In B. V. Jovanović (Ed.), Culture, Heritage and the City: Thematic Proceedings. Belgrade, Serbia: University of Belgrade, Faculty of Philosophy, 309–321.
[6] Song, X., Cheong, K.-C., Wang, Q., & Li, Y. (2020). Developmental sustainability through heritage preservation: Two Chinese case studies. Sustainability, 12(9), 3705.
[7] McIntosh, L., Wang, D., & Lee, S. (2021). The role of cultural heritage preservation in sustainable tourism development. Journal of Cultural Heritage Management and Sustainable Development, 11(3), 123–140.
[8] Su, Y., Zhang, H., & Li, J. (2021). Social capital and the challenges of preserving historical and cultural towns in China. Geographical Science, 41(5), 1012–1025.
[9] Pessach, G. (2018). The political economy of digital cultural preservation. In M. Dobreva (Ed.), Digital archives: Management, use and access/ur. London: Facet, 39–72.
[10] Zhou, M., Chu, S., & Du, X. (2019). Safeguarding traditional villages in China: The role and challenges of rural heritage preservation. Built Heritage, 3, 81–93.
[11] Yao, Y., & Han, R. (2016). Challenging, but not trouble making: Cultural elites in China’s urban heritage preservation. Journal of Contemporary China, 25(98), 292–306.
[12] Ma, O., & Sun, Y. (2024). Preservation of cultural heritage in China: A case study of Beijing hutongs. Gdańsk Journal of East Asian Studies, 25, 45–62.
[13] Zhang, S. (2018). The preservation of 20th century architectural heritage in China: Evolution and prospects. Built Heritage, 2(2), 4–16.
[14] Li, H., Jing, J., Fan, H., Li, Y., Liu, Y., & Ren, J. (2021). Identifying cultural heritage corridors for preservation through multidimensional network connectivity analysis: A case study of the ancient Tea Horse Road in Simao, China. Landscape Research, 46(1), 96–115.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Frontiers in Economics and Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
