Revitalizing Mandalay through Arts Tourism :

Integrating Traditional Crafts, Performative Arts, and Market Mechanisms for Sustainable Cultural Development

Authors

  • Soe Myint Than Brain Box Acumen College of Management, Mandalay, Myanmar

Keywords:

Arts tourism, Mandalay, Stakeholder engagement, Sustainable tourism, Cultural heritage, Southeast asia

Abstract

Mandalay, Myanmar's storied city of cultural heritage, is distinguished by its artistry in painting, sculpture, wood carving, lacquerware, and miniature craftwork. Traditional craft techniques, passed down through generations, reflect Mandalay's vibrant identity but remain underleveraged in attracting and engaging global tourism. Using a mixed-methods approach, this study examined the potential for integrating traditional arts into sustainable tourism through semi-structured interviews with 30 artisans, 10 tour operators, and 40 tourists, surveys of 200 domestic and international visitors, and SWOT analysis. Findings reveal strong tourist demand for authentic, hands-on craft experiences, with artisanal authenticity significantly boosting satisfaction and revisit intention. Results indicate that arts tourism can empower artisans economically while strengthening cultural preservation through systematic documentation and intergenerational knowledge transfer. However, challenges including restricted market access, potential cultural commodification, and governance fragmentation require careful management. This study proposes an integrative arts tourism framework grounded in sustainable tourism theory, stakeholder theory, and cultural authenticity discourse, offering specific policy recommendations for expanding Mandalay's appeal as a cultural destination while protecting intangible heritage and fostering sustainable tourism principles.

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Published

2025-12-26

How to Cite

Than, S. M. (2025). Revitalizing Mandalay through Arts Tourism :: Integrating Traditional Crafts, Performative Arts, and Market Mechanisms for Sustainable Cultural Development. Asian Arts and Society Journal, 1(2), 51–81. retrieved from https://so13.tci-thaijo.org/index.php/AASJ/article/view/3133

Issue

Vol. 1 No. 2 (2025): July - December

Section

Research Article

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