Authors - Latha N. R., Pallavi G B, Shyamala G., Abubakar Mohammedshafee Matte, Aditya Dinesh Netrakar, Akshara Singa, Akshata Hosmani Abstract - Tourism has become a strategic pillar in China’s transition toward a service-oriented economy, the world cultural heritage sites play an important role in promoting cultural–tourism integration in both China and global. The Dazu Rock Carvings is located in Chongqing, well known by their unique synthesis of Buddhist, and Taoist ideas and their wonderful stone-carving artistry. Recently, the Dazu site received growing number in tourist arrivals and tourism-related revenue due to the regional rapid development as well as the strategic support; however, compared with other outstanding heritage destinations such as the Mogao Grottoes, the reception capacity, product diversity, brand influence, and market performance of Dazu still remain relatively weak. This study adopts a mixed qualitative–quantitative case study design. Data are collected from official tourism statistics and cultural heritage management reports published by national and local authorities in between 2018-2024. Descriptive analysis is used to explore the trends in tourist arrivals, tourism revenue, and related industrial effects. Based on the findings, the study identifies key dimensisons on sustainable development and proposes a marketing path centered on cultural IP empowerment, industrial ecosystem construction, and digital technology-driven innovation, offering practical guidance for similar heritage destinations.
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