Communicating the outstanding universal value of World Heritage in China? The tour guides’ perspective

Tour guides at Kaiping Diaolou and Villages often emphasize the human and cultural significance of the site over its material attributes, creating a sense of "Chineseness" that resonates with domestic tourists. This approach contrasts with the Eurocentric focus on materiality outlined in the site's Outstanding Universal Value (OUV). The study, based on participant observations and interviews, reveals that heritage value construction is a dynamic process involving multiple stakeholders—national and local governments, experts, and guides—who shape the narrative to balance national identity with regional distinctiveness. This co-constructive process highlights how local interpretations can enhance the attractiveness of World Heritage Sites while reflecting broader cultural narratives.

Gao, J., Zhang, C., & Liu, L. (2019). Communicating the outstanding universal value of World Heritage in China? The tour guides’ perspective. Asia Pacific Journal of Tourism Research, 25(9), 1042–1055. https://doi.org/10.1080/10941665.2018.1564340