“The southern sound” (Nanyin): tourism for the preservation and development of traditional arts

Abstract

This is a paper about tourism and the preservation of traditional art using Nanyin, the southern sound, as a case for study. The change of lifestyle and contextual environment, government policy and the performing bodies have been identified as critical issues leading to the degradation of the practice of Nanyin. The paper suggests that tourism can be an alternative to create economic value and generate public attention, which is critical for preserving the concerned cultural asset. It also argues for the necessity of collaboration of the different sectors in conservation and commodification of cultural assets. The findings and recommendations suggested in the paper serve as a stepping-stone for further studying the marketing of traditional art as touristic products

Keywords:

• traditional art
• culture
• preservation
• tourism and product development