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Dragon Boat Intangible Cultural Heritage: Management Challenges of a Community and Élite Sport Event as a Tourism Experience

The Handbook of Managing and Marketing Tourism Experiences

ISBN: 978-1-78635-290-3, eISBN: 978-1-78635-289-7

Publication date: 28 December 2016

Abstract

Purpose

This study traces the growth of Dragon Boat racing from humble beginnings in 1976 as part of a local tourism strategy by the Hong Kong Tourist Association (HKTA) to position Hong Kong as more distinctive than a destination for shopping or with British colonial history appeal. Dragon Boat racing is now a recognized world sport requiring a global strategy of co-operative alliances and is close to becoming an official sport in the Olympic Games. Emergent strategy and symbolic authenticity of intangible cultural heritage are key concerns for integrating special events as a central tourism experience.

Methodology/approach

This chapter presents three trends emerging from a review of the literature: concern with balancing authenticity and profit-chasing; the phenomenal fast growth of the sport and the challenge to develop and maintain international control and governance; and seeking evidence of health and well-being benefits of Dragon Boat racing for breast cancer survivors.

Findings

Survivors and élite athletes represent a symbolic authenticity connected to ancient Chinese intangible cultural heritage. Chasing profits by including cultural heritage as part of a particular tourism strategy has strengthened and protected the legacy of that heritage in unexpected ways. There are lessons for those charged with designing quality events and tourism experiences linked with intangible culture.

Research limitations/implications

Based on literature review only, but sets a framework for research in several directions.

Originality/value

Demonstrates the blurring of boundaries between tourism, events and sports, and how managers must be adept to shift strategy according to changing unexpected dynamics of threats and opportunities, yet still can adhere to symbolic authenticity to maintain integrity of intangible cultural heritage as a tourism experience.

Keywords

Acknowledgements

Acknowledgments

I am indebted for the learning and support of Guo You You, a student in the School of Tourism Management, Sun Yat-sen University, Zhuhai China for reading and summarizing several Chinese language articles. Thank you to Mike MacKeddie-Haslam, Honorary Life President of the International Dragon Boating Federation (IDBF) for taking the time to correct and to add insider detail for a more comprehensive chapter.

Citation

Fallon, F. (2016), "Dragon Boat Intangible Cultural Heritage: Management Challenges of a Community and Élite Sport Event as a Tourism Experience", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 155-174. https://doi.org/10.1108/978-1-78635-290-320161006

Publisher

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Emerald Group Publishing Limited