Tourism representation by DMOs at religious sites: A case of Shaolin Temple, China

•The “kungfu identity” came to overwhelm the on-site and off-site representations.•Promoters were aware of these tensions caused by this single identity and the discrepancies with its religious nature.•Four potential barriers in building new and integral identities of the temple were identified.•Bot...

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Bibliographic Details
Published in:Tourism management (1982) 2019-12, Vol.75, p.569-581
Main Authors: Yang, Xiaotao, Hung, Kam, Huang, Wei-Jue, Tseng, Yung-Ping
Format: Article
Language:English
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Summary:•The “kungfu identity” came to overwhelm the on-site and off-site representations.•Promoters were aware of these tensions caused by this single identity and the discrepancies with its religious nature.•Four potential barriers in building new and integral identities of the temple were identified.•Both promoters and tourists simultaneously exercise power in representation.•Tourism promotion are based on the logic of tourists' market rather than of religion.
ISSN:0261-5177
1879-3193
DOI:10.1016/j.tourman.2019.06.017