Huashan Rock Art: Presentation of a Chinese Cultural Heritage Site in the Absence of Tourism Infrastructure


  • XI Qin Shinawatra University, Tailândia
  • John Walsh School of Business and Management, RMIT Vietnam



tourism, China, tourism infrastructure, destination management


The Huashan Rock Art site is a cultural tourism site of considerable importance in the development of domestic tourism focusing on heritage and history. As a previously peripheral part of Chinese society, Huashan has a significant role in explaining to Chinese people the extent and complexity of their history. Yet development of the research site has been hampered by the lack of tourism infrastructure (e.g. managerial capacity, accommodation, transportation, integrated services and so forth) and the private sector is not well-positioned to make up for the shortfall. The situation compares unfavourably with other destinations in neighbouring provinces. Under these circumstances, a program of qualitative research was launched using in-depth personal interviews to investigate the means by which Huashan Rock Art site is being presented and promoted currently and how can that presentation lead to an emotional and ideological response. It was found that there is some interaction between the type and nature of presentation and the success of the site in terms of destination management and this interaction is explored.

Biografia do Autor

XI Qin, Shinawatra University, Tailândia

Doctoral Candidate, School of Management, Shinawatra University

John Walsh, School of Business and Management, RMIT Vietnam

Dr. John Walsh is Acting Program Manager for International Business and Lecturer, International Business at the Hanoi campus of RMIT Vietnam. He has previously lived and worked in Sudan, Greece, Korea, Australia, Abu Dhabi, Thailand and his native UK. These days, his research mainly focuses on the social and economic development of the Greater Mekong Subregion.


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Como Citar

Qin, X., & Walsh, J. (2021). Huashan Rock Art: Presentation of a Chinese Cultural Heritage Site in the Absence of Tourism Infrastructure. Marketing & Tourism Review, 5(2).