Literary Tourism and City Branding: The Heritagization of Xu Xiake’s Former Residence in Jiangyin

Abstract

This article analyses the former residence of Xu Xiake (徐霞客; 1587–1641) in Jiangyin (江阴) from the theoretical framework of literary tourism. It looks at the instrumental use of his literary fame for the city branding of Jiangyin and for the economic development of the entire area. It also delves into the strategies used by the local government to exploit the site for cultural, economic and political purposes. It argues that Xu Xiake’s former residence is a literary attraction themed around filial piety and patriotism that has contributed to the construction and promotion of Jiangyin’s local identity, and that it is an example of politicized heritage used by the contemporary Chinese administration to revive Confucianism, rebuild moral standards and reinforce Chinese national identity.