Tourism
at China’s cultural heritage sites has developed rapidly in recent years. These
sites have encountered many challenging problems such as poor tourist
experience, over-commercialization, and loss of cultural authenticity. This
study took the coordinative green development of tourist experience and
commercialization of tourism (CGDTECT) at cultural heritage sites as the
research objective, using two UNESCO World Heritage Sites—the Ancient City of Pingyao and West Lake Cultural Landscape of Hangzhou—and
the Confucius Temple in the historic district of Nanjing as case studies. As
such, we attempted to construct an indicator system for CGDTECT at cultural
heritage sites. We adopted a fuzzy comprehensive evaluation method and
importance-performance analysis (IPA) method to analyze the importance and performance
of CGDTECT from a tourist’s perspective. Our findings show that tourists
thought the coordinative green development and experience at the three cultural
heritage sites were more important; they were basically satisfied with CGDTECT
at the three case studies, so a continuous promotion strategy could be taken.
The findings of this study can provide scientific theoretical guidance and
practical reference for CGDTECT at cultural heritage sites, and contribute to
the scientific protection of cultural heritage sites and the sustainable
development of tourism.
The latest version of the paper in PDF format is available
at Sustainability, 2019, 11, 4732, https://doi.org/10.3390/su11174732.