Culture at the place: Chinese travelers’ perceptions of touristification of selected traditional performances in Malaysia

Abstract

The uniqueness of Malaysia's multicultural heritage is inextricably linked to its geographical spaces. As important carriers of intangible cultural heritage (ICH), traditional performing arts form distinctive cultural landscapes through their organic integration with specific geographical environments, architectural spaces, and ecosystems. Based on cultural geography and tourism experience theories, this study examines how Malaysia's traditional performing arts (such as Penang's Nyonya dance, Sarawak's longhouse ritual dances, and Kelantan's shadow puppetry) attract Chinese independent travelers through their spatial characteristics, while analyzing the spatial factors affecting tourists' in-depth experiences. Using mixed methods including questionnaires and in-depth interviews with 226 Chinese independent travelers, the study found that 94.5% of respondents showed strong interest in experiencing performances in their original spatial contexts, particularly those closely connected with specific geographical environments. However, approximately 78% of tourists reported difficulties in accessing information about performance spaces, understanding their cultural significance, and physically reaching the venues. The research further reveals that the connection between performing arts and geographical spaces significantly influences tourists' cultural identification and depth of experience. Based on empirical findings, the study proposes solutions including establishing multilingual promotional channels, designing "performance-location" themed tour routes, and enhancing digital media marketing strategies. These findings provide new perspectives for spatial planning in Malaysia's cultural tourism and offer valuable references for the tourism activation of intangible cultural heritage worldwide.