Author Bios (50 Words)

Dr Louisa Yee Sum Lee has both industry and academic working experiences, including hotel in Hong Kong, Pacific Asia Travel Association in Thailand, consultancy service to tourism organization in Australia, and lecturing in several high institutions in both Australia and Hong Kong. Louisa is interested in cultural tourism, urban touirsm and service quality management. Her current position is Assistant Professor, The Open University of Hong Kong.

Ms. Zoie Hiu Yan Tang has worked as a Research Assistant at The Open University of Hong Kong. Her research interest is cultural tourism.

Abstract (150 Words)

This research aims to examine residents' views on touristifying Cantonese Opera (hereafter CO) in Hong Kong. Developing cultural tourism is an emerging trend for destination marketing organizations across the globe, in which intangible cultural heritage (hereafter ICH) plays a crucial role. ICH represents a person-place bonding, which is important to the continuity and sustainability of ICH. Such bonding continues the affective connection of community members to specific place, giving people a sense of identity and continuity.

Featuring the East-meets-West multicultural vibe, Hong Kong exhibits great potentials in employing ICH into tourism product. CO is featured on the Hong Kong Tourism Board’s website as a manifestation of the living culture of Hong Kong, signifying its tourism value to international tourists. Cantonese Opera was thus adopted as the study context.

20 in-depth interviews with Hong Kong citizens were interviewed from June to July 2019. Insights on sustaining Cantonese Opera and adopting it as tourism product were also discussed. Research finding was of significant importance to local destination marketing organization in the process of conserving and touristifying Cantonese Opera.

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Residents' perceptions on touristifying Cantonese Opera in Hong Kong

This research aims to examine residents' views on touristifying Cantonese Opera (hereafter CO) in Hong Kong. Developing cultural tourism is an emerging trend for destination marketing organizations across the globe, in which intangible cultural heritage (hereafter ICH) plays a crucial role. ICH represents a person-place bonding, which is important to the continuity and sustainability of ICH. Such bonding continues the affective connection of community members to specific place, giving people a sense of identity and continuity.

Featuring the East-meets-West multicultural vibe, Hong Kong exhibits great potentials in employing ICH into tourism product. CO is featured on the Hong Kong Tourism Board’s website as a manifestation of the living culture of Hong Kong, signifying its tourism value to international tourists. Cantonese Opera was thus adopted as the study context.

20 in-depth interviews with Hong Kong citizens were interviewed from June to July 2019. Insights on sustaining Cantonese Opera and adopting it as tourism product were also discussed. Research finding was of significant importance to local destination marketing organization in the process of conserving and touristifying Cantonese Opera.