Heritage and Romantic Consumption in China

The drums beat, an old man in a grand robe mutters incantations, and three brides on horseback led by their grooms on foot proceed to the Naxi Wedding Courtyard, accompanied, watched, and photographed the whole way by tourists. This book examines how heritage interacts with social-cultural changes and how individuals perform and negotiate their identities through daily practices that include tourism and the performance of ethnicity. The wedding performances in Lijiang serve as a heritage product and show how the heritage and tourism industry help to shape people's values, dreams, and expectations. It also explores the rise of romantic consumerism in contemporary China.

Format: Hardback
Length: 168 pages
Publication date: 15 August 2018
Publisher: Amsterdam University Press

The rhythmic drums echo through the air as an elderly man adorned in a grand robe recites ancient incantations, accompanied by three brides on horseback, led by their grooms on foot. This captivating spectacle unfolds before the Naxi Wedding Courtyard, drawing the attention of tourists who have purchased tickets for the exclusive privilege of witnessing this unique cultural experience. The traditional wedding ceremonies in Lijiang, a World Heritage town nestled in the southwest of China, serve as a captivating spectacle for the ethnic tourism industry. This insightful book delves into the intricate interplay between heritage and social-cultural transformations, exploring how individuals navigate and shape their identities through daily practices that encompass both tourism and the performance of ethnicity.

The wedding performances in Lijiang serve as a testament to the profound impact of heritage on shaping individuals' values, dreams, and expectations. These performances not only showcase the rich cultural heritage of the region but also highlight the role that the heritage and tourism industry plays in shaping people's perspectives. As the brides and grooms traverse the courtyard, accompanied by the rhythmic beat of drums and the cheers of onlookers, they embody the essence of tradition and authenticity. However, the question arises: what exactly constitutes tradition and authenticity, and how do they endure when transformed into performance?

In contemporary China, a growing trend of romantic consumerism emerges, driven by a desire for a break from the urban mundane and a longing for practices and people perceived as natural, ethnic, spiritual, and aesthetic. This pursuit of tradition and authenticity manifests in various forms, from seeking out traditional cuisine and handicrafts to engaging in cultural activities and pilgrimages. However, as these practices become increasingly commodified and staged for tourist consumption, the line between authentic experience and mere performance becomes blurred.

The book delves into this complex phenomenon, exploring the ways in which individuals navigate the tension between preserving tradition and embracing change. It examines the role of heritage in shaping cultural identity and the ways in which tourism can both preserve and transform cultural practices. Through a series of case studies and interviews, the book sheds light on the experiences of individuals and communities who are involved in the heritage and tourism industry, providing a nuanced understanding of the complexities and challenges associated with preserving tradition in the face of modern development.

In conclusion, this book offers a valuable contribution to the field of heritage studies, shedding light on the intricate relationship between heritage, social-cultural changes, and individual identity. It provides a rich and nuanced understanding of the ways in which heritage is performed, negotiated, and consumed in contemporary China, highlighting the complexities and challenges associated with preserving tradition in the face of modern development. By exploring the rise of romantic consumerism and the search for tradition and authenticity, the book offers insights into the broader cultural dynamics of contemporary China, contributing to our understanding of the complex and dynamic world we live in today.

Weight: 416g
Dimension: 162 x 240 x 16 (mm)
ISBN-13: 9789462985674
Edition number: 0