Cultural Heritage and Economic Innovation : The Role of Xiang-Opera in Changsha's Development DOI:

บทคัดย่อ

This study explores the intersection of cultural heritage preservation and economic innovation in Changsha through the revitalization of Xiang Opera. The research objectives are: 1) to analyze governmental and cultural organizations' contributions to Xiang Opera preservation; 2) to evaluate the impact of Xiang Opera's revitalization on Changsha's cultural and economic development; 3) to assess performance adaptations and institutional support; and 4) to develop strategies for utilizing Xiang Opera as a catalyst for regional growth. Using a mixed-methods approach comprising interviews with key stakeholders, field observations, and documentary analysis, this research examines how traditional art forms can contribute to sustainable economic development. The findings demonstrate that Xiang Opera's revival has successfully integrated traditional elements with modern aesthetics, creating a sustainable model for cultural preservation. Government support, formalized through policy frameworks following the 2003 UNESCO Convention on Intangible Cultural Heritage, combined with institutional initiatives from the Hunan Provincial Xiang Opera Theatre and the Changsha Xiang Opera Conservation Centre, has been instrumental in this transformation. Quantitative data shows a 45% increase in annual performances, a 60% growth in audience numbers (particularly among viewers under 35), and a 30% rise in tourism revenue directly attributable to Xiang Opera activities between 2015 - 2024. This research contributes to the field of cultural economics by providing a framework for traditional art forms to support regional economic growth while preserving cultural identity. It highlights how strategic cultural policy implementation, performance innovation, and cross-sector partnerships can ensure both the cultural authenticity and economic sustainability of intangible heritage in contemporary society.