Longmen Hao Old Street Historical and Cultural Scenic Area: One of the Twelve Scenic Spots of Ba-Yu A Study on the Path to Balancing Cultural Heritage Preservation and Commercial Development

Abstract

Study on the Balancing Path between Cultural Heritage and Commercial Development in the Longmenhao Old Street Historical and Cultural Scenic Area of Bayu Twelve Scenes. Against the backdrop of rapid tourism development in the new era, historical and cultural scenic areas face deep-seated contradictions between cultural heritage preservation and commercial development. Taking Chongqing’s Longmenhao Old Street as a case study, this research employs questionnaire surveys, in-depth interviews, and literature analysis to systematically investigate the marginalization of cultural value in the process of commercialization. The findings reveal that 73% of tourists visit for cultural value, yet over half believe that cultural promotion falls short of expectations, indicating a prevalent “commerce over culture” imbalance. This contradiction stems from three dimensions: short-term interest orientation in decision-making logic, demand misjudgment at the execution level, and standardized supply in supply-demand matching. The study further uncovers multiple conflicts between commercialization and cultural heritage in terms of goal logic, value orientation, and spatial resource allocation. Based on these findings, this paper proposes balancing paths including optimizing cultural presentation methods, establishing multi-stakeholder collaborative governance mechanisms, and implementing scientific intervention experiments, aiming to provide theoretical references and practical guidance for achieving dynamic balance between preservation and development in historical and cultural scenic areas.