Project Case
Cultural Asset Digital Commercialization
A cultural-asset valorisation strategy for Zhaohua Temple, combining heritage protection, tourism, business planning, and digital preservation.
Role
Context research / SWOT-PESTEL analysis / Business planning / Digital conservation strategy
Stage
Heritage assessment, strategy design, revenue planning, and digital-technology proposal
Key Outcome
Proposed a sustainable operation path linking cultural tourism, digital fresco preservation, visitor experience, and five-year value recovery.
Strategy Snapshot
BUSINESS QUESTION
How can heritage protection become a sustainable operating model?
The case treats Zhaohua Temple as both a fragile cultural asset and an underdeveloped visitor product, balancing conservation, access, and revenue.
REPORT EVIDENCE
93.13 sqm frescoes and EUR 1.05M five-year value case
The report links cultural-asset inventory, regional tourism context, DCF assumptions, and digital preservation scenarios into one valuation narrative.
STRATEGY SIGNAL
Let digital preservation fund and extend public access
High-resolution archives, virtual restoration, panoramic roaming, and O&M systems can reduce physical pressure while creating visitor products and operating data.
Background
Zhaohua Temple is a Ming-dynasty cultural heritage site with valuable frescoes, but its current protection, visitor experience, and operating model do not fully match its cultural value. The project explores how to create public and economic value without breaking conservation boundaries.
Problem
The site needs a strategy that can balance four tensions: preserving fragile frescoes, attracting visitors, improving local cultural tourism, and building a sustainable revenue model. A pure conservation plan would be too passive, while over-commercialization would risk damaging the asset.
Approach
I contributed to context analysis, cultural-value assessment, SWOT and PESTEL analysis, visitor targeting, business-plan design, revenue stream logic, discounted cash-flow estimation, and digital preservation scenarios such as high-resolution fresco archiving, panoramic roaming, and integrated O&M management.
Key Evidence
HERITAGE ASSET
93.13 sqm frescoes
The Daxiong Hall contains Ming-dynasty frescoes with more than 500 figures, giving the site distinctive cultural and visual value.
TOURISM CONTEXT
25.174B RMB
Zhangjiakou's 2022 tourism revenue showed a large regional tourism base that could support cultural-heritage activation.
DCF ASSUMPTION
6.6% discount rate
The base case used discounted cash-flow logic to estimate the museum's value after five years of operation.
FIVE-YEAR VALUE
EUR 1.05M
The report estimated a base-case market value of EUR 1,047,387.65 after five years of operation.
Valorisation Roadmap
The strategy connects conservation, visitor experience, revenue, and digital operation.
Protect
Digital fresco archive
High-resolution preservation reduces pressure on fragile murals.
Activate
Cultural tourism and visitor experience
Tickets, exhibitions, restaurants, accommodation, and souvenirs create operating income.
Operate
Digital O&M management
Integrated digital records support long-term maintenance and public access.
Decision Logic
Commercialization should serve conservation
Visitor products, cultural streets, events, and merchandise should be designed to fund protection and interpretation rather than replace the heritage narrative.
Digital tools create both protection and product value
High-resolution archiving, virtual restoration, panoramic roaming, and digital O&M systems can reduce physical pressure on frescoes while expanding public access.
Outcome
The project proposed a multi-layer valorisation strategy: protect and digitize frescoes, improve visitor interpretation, connect the temple with regional tourism routes, build diversified revenue streams, and use digital management tools to support long-term operation.
Reflection
This project is stronger when presented as a strategy case: it shows that I can connect cultural value, stakeholder constraints, business-model design, and digital operations into one feasible roadmap.
Original Deliverable
This page is a concise case summary. The full report contains the research process and modeling details.
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