Barriers to the Development of Art Tourism in Jingdezhen—The Perspective of the ‘Jingpiao’ Community

Jingdezhen, renowned as the cradle of Chinese ceramic art, has embraced new opportunities in the realm of art tourism amidst the global tourism boom. Nonetheless, this growth trajectory is fraught with challenges. This study aims to delve into the obstacles encountered in the development of art tourism in Jingdezhen and to identify the critical influencing factors through qualitative research methods, particularly grounded theory. By conducting in-depth interviews with ‘Jingpiao’ artists who have worked in the art industry in Jingdezhen for three years or more and have interacted with tourists, this research reveals that economic, infrastructure, human resources, government attitude, policy and regulation, promotion, and transportation are significant factors affecting the development of art tourism in Jingdezhen. These factors intertwine to form a complex system that impacts the sustainable development of art tourism in the region. The findings underscore the need for concerted efforts among government, businesses, and artists to optimise these key factors, thereby creating a more conducive environment for the development of art tourism in Jingdezhen. Moreover, this study offers valuable insights and lessons for the development of art tourism in other regions.