Author(s)

Shan Yao ¹

Affiliation(s)

¹ School of Foreign Languages, Jingdezhen University, Jingdezhen, China

Corresponding Author

Shan Yao

ABSTRACT

Driven by the Belt and Road Initiative, Jingdezhen—with its profound ceramic heritage and unique craftsmanship—is embracing new opportunities for the internationalization of its cultural tourism. This paper first reviews the current research on cultural tourism internationalization under the Belt and Road framework and the theoretical foundations of ceramic cultural tourism. It then analyzes Jingdezhen's historical and cultural resources, brand influence, and international market demand to reveal the policy, channel, and cross-cultural communication challenges encountered in its "going global" process. Drawing on representative cases, it systematically examines successful practices in government-led platform construction and enterprise brand operations, and, based on empirical findings, proposes coordinated policy recommendations covering government support, public-service optimization, differentiated enterprise positioning, and digital marketing. The study shows that through multi-stakeholder collaboration, innovation-driven strategies, and cultural empowerment, Jingdezhen's ceramic cultural tourism can build a globally competitive cultural brand and achieve both industrial value enhancement and cultural dissemination. Finally, it offers prospects for ongoing innovation and institutional refinement in the internationalization process, providing a practical roadmap for other cultural tourism destinations.

KEYWORDS

Belt and Road Initiative; Jingdezhen; Ceramic Cultural Tourism; Internationalization Development; Case Study; Policy Recommendations

CITE THIS PAPER

Shan Yao, Practical Research on the Internationalization Development of Jingdezhen Ceramic Cultural Tourism under the Background of "One Belt and One Road". Tourism Management and Technology Economy (2025) Vol. 8: 147-154. DOI: http://dx.doi.org/10.23977/tmte.2025.080119.

REFERENCES

[1] Hong Yao, Gao Kaihui. Research on the Development Model of Jingdezhen Handicraft Ceramics Skills under Industrialized Management [J/OL]. China Ceramics, 2025, (05): 93-96.
[2] Yang Liu. Research on the Design Path of Jingdezhen Ceramic Cultural and Creative IP Products from the Perspective of Symbolic Consumption [J]. Ceramic Research, 2025, 40(01): 82-84.
[3] Wu Yueqing, Huang Yingmin. Research on the Evolution and High-Quality Development Driving Mechanism of Jingdezhen Ceramic Industry Cluster [J]. Ceramic Research, 2024, 39(05): 1-7.
[4] Xu Tingli, Wei Yifan. Research on the Path of Regional Ceramic Cultural and Creative Design Empowered by Teaching Reform from the Perspective of Cultural Tourism Integration [J]. Ceramic Science and Art, 2024, 58(10): 20-21.
[5] Chen Qing. Research on the Development Strategy of Jingdezhen Ceramic Cultural Industry in the New Media Era [J]. Ceramic Research, 2024, 39(04): 13-17.

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