International Cultural Tourism Narrative Strategies for Local Intangible Cultural Heritage: —A Case Study of Shaoxing Yue Opera and Rice Wine Brewing Techniques

Ying Liu

doi:10.63313/LLCS.9183

Authors

Ying Liu School of English Studies, Zhejiang Yuexiu University, Shaoxing, 312000, China Author

DOI:

https://doi.org/10.63313/LLCS.9183

Keywords:

Intangible Cultural Heritage, Multilingual Communication, Cultural Tourism Narrative, High-Context and Low-Context Culture, Shaoxing

Abstract

Against the backdrop of integrated cultural-tourism growth, overseas communication for China’s intangible cultural heritage (ICH) has moved past one-sided cultural output and leaned toward equal cross-cultural dialogue. This research integrates cross-cultural communication studies, narratology, and multilingual translation adaptation theories to study Shaoxing Yue Opera and Rice wine brewing techniques. A questionnaire survey with 193 overseas respondents whose native languages are English, Japanese, Spanish or Arabic was conducted to collect audience data. Statistical analysis proves that viewers with different native languages hold different preferences for ICH storytelling: English-speaking readers favor concise, fast-paced short-form narratives; Japanese participants gravitate toward slow, detail-rich immersive content; Spanish-speaking respondents prioritize live, participatory interactive narratives; while Arabic-speaking audiences tend to accept rigorous, history-focused origin narratives. Then, this study designs targeted, actionable storytelling schemes for the four language markets. The outcomes can serve both theoretical references and practical operational blueprints for local Chinese cities seeking multilingual overseas ICH promotion.

References

[1] Chen, S., & Lou, L. (2025). A study on the construction of multilingual “audio maps” for Shaoxing’s ICH culture in the context of digital intelligence technology—Taking the “audio map” construction of Shaoxing Rice Wine Museum as an example. Journal of Communication Science, 13(4), 544-555.

[2] Chen, S., & Sun, Y. (2024). A study on the translation models and international communication of intangible cultural heritage—Based on the case of Xuzhou’s “ICH” international communication. Media, (10), 56-58.

[3] Feng, Y. (2023). Strategies for external publicity translation and international communication of intangible cultural heritage in cross-cultural contexts. Journal of Social Sciences of Harbin Normal University, 14(05), 152-155.

[4] Hall, E. T. (1973). Beyond culture. New York: Doubleday.

[5] Lu, X. (2025). Topological generation and narrative reconstruction of the locality of intangible cultural heritage—An examination centered on Northeast Errenzhuan. Literary and Artistic Contention, (11), 202-208.

[6] Meng, H., Wang, Z., & Sun, J. (2025). The cultural discourse construction of ICH communication in the international edition of China Daily—A narratological approach based on corpus. Foreign Language Research, 42(05), 44-51.

[7] Nida, E. A. (1964). Toward a science of translating: With special reference to principles and procedures involved in Bible translating. Leiden: E. J. Brill.

[8] Selmanovic, E., Rizvic, S., Harvey, C., et al. (2020). Improving accessibility to intangible cultural heritage preservation using virtual reality. Journal on Computing and Cultural Heritage, 13(2), 1-19.