Impact of Chinese Heritage, Cultural Protection, and Green Innovation on Tourism Development

This study used Chinese data to discover the causal relationship between the cultural and historical preservation and foreign tourism consumption and development. China has increased its cultural and historical protection investments and has made significant efforts in terms of environmental protection after economic growth. Tourism as an industry that develops with local environmental protection while providing economic growth is believed to be highly sustainable and attractive for many provinces to restructure their economic growth in China. This research uses empirical data from 2011 to 2019 and the regression method to show that cultural investment and environmental protection efforts have increased the amount of foreign visitors as well as the destination’s image and reputation. The results show that more cultural tourism resources and larger protection investments lead to greater tourism consumption. The cultural and historical protections have attracted foreign visitors from countries with completely different cultural backgrounds than China, particularly visitors from countries geographically far from China. Furthermore, the local service and hospitality industry grows with the development of tourism, and green innovation policies, which improve the local environment, increase tourism motivation, and develop the local economy by increasing foreign tourism consumption. This study contributes to the literature by connecting regional preservation, tourism development, and green innovation and motivates future policy decisions by demonstrating that the green policy effect stimulates tourism development; such development could alleviate the negative impact of the green innovation process on economic structural changes. Further details of cultural and historical interests from foreign visitors could aid in better understanding the tourism demand and increasing a destination’s reputation.