| Summary: | Cultural heritage is a vital part of a society’s existence. This role has particular relevance for China, with arguably one of the largest stocks of cultural assets, tangible and intangible, in the world. Recognizing the tension between cultural preservation and economic development as a general context, this paper examines the specific additional challenges China faces in its rush towards economic development. In providing both generic and China-specific contexts, this paper has as its objective to understand how Chinese policy-makers, both central and local, attempt to resolve the contest between cultural preservation and economic development, specifically rural rejuvenation. Through two case studies—of Lijiang in Yunnan province and Rizhao in Shandong province—this paper shows contrasting strategies to leverage local intangible cultural assets. Comparing these strategies reveals both the advantages and challenges inherent in each. A successful strategy captures the benefits of cultural tourism while minimizing its costs.
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