Sustainable tourism development for traditional Chinese drama’s intangible cultural heritage

Abstract

This study establishes an expert-driven evaluation system to assess the sustainable tourism development of drama-related intangible cultural heritage in China. Utilizing the Saaty 1–9 scale and hierarchical analysis method, 52 experts determined indicator weights and current devel­ opment levels. Four dimensions are evaluated: humanistic value, project quality, tourism development, and sustainability. Results reveal humanistic value as most vital at 41.70 % weight. Secondary factors are project quality (29.89 %), tourism development (20.87 %), and sustain­ ability (7.54 %). Aesthetic value, dissemination degree, and location conditions proved to the crucial tourism indicators. The ideological value of drama is paramount, alongside visibility and climate factors. The evaluation demonstrated strong preservation of humanistic value but de­ ficiencies in tourism development, especially regarding infrastructure. Key recommendations include balancing preservation, dissemination, and innovation; emphasizing ideological value, visibility, and climate suitability; maintaining humanistic diversity; and improving site infra­ structure. Further testing of evaluation indicators across periods is warranted alongside exam­ ining green revitalization potential. This assessment, guided by experts, offers a thorough framework for the sustainable development and preservation of the precious intangible heritage embodied in Chinese drama.