Chinese tourists’ perceptions and consumption of cultural heritage: a generational perspective

Chinese tourists' interest in cultural heritage is increasingly experience-driven, particularly among younger generations (Post-80s and Post-90s), who prioritize unique experiences over historical or literary significance. While all age groups value World Heritage designation positively, the older 'Lost Generation' remains more focused on cultural heritage's educational and historical aspects. The study analyzed 705 self-reported surveys at Kulangsu, a historic international settlement, revealing that younger tourists seek immersive, experiential engagement with heritage sites, contrasting with older generations' preference for traditional cultural exploration.

Gao, J., Zhang, C., Zhou, X., & Cao, R. (2021). Chinese tourists’ perceptions and consumption of cultural heritage: a generational perspective. Asia Pacific Journal of Tourism Research, 26(7), 719–731. https://doi.org/10.1080/10941665.2021.1908382