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Abstract
This study examines the integration of Human Resources (HR) strategies and marketing innovations to promote sustainable cultural tourism in Quanzhou, China, with a particular focus on preserving the region’s rich cultural heritage while fostering tourism development. The research employs an action-oriented approach, combining literature review, field research, and qualitative data analysis to assess the role of HR practices, such as employee training, talent management, and community engagement, in the tourism sector. The study investigates the potential of emerging technologies like virtual reality (VR) and augmented reality (AR) in enhancing the visitor experience and raising awareness of Quanzhou’s cultural significance. By engaging local businesses, HR professionals, and the community, the research identifies key strategies for balancing tourism growth and cultural preservation. The findings suggest that HR-driven marketing innovations, particularly through technology, can create a more sustainable and engaging tourism environment, benefiting both local communities and visitors. This research contributes valuable insights for policymakers, HR professionals, and tourism operators in Quanzhou, while offering a model for similar applications in other cultural tourism contexts.
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Copyright (c) 2025 Manping Weng (Author); Choong mun Kwong (Co-Authors)