Developing Characteristic Towns in China Through Cultural Ip

As demand for higher-quality tourism experiences grows and culture becomes more closely integrated with tourism, cultural intellectual property (IP) offers a means of differentiating China's characteristic towns. This paper examines how such towns can be developed through cultural IP. It proposes a three-stage framework of IP positioning, IP development, and IP promotion, and applies it to Nianhuawan in Wuxi, a tourism town inspired by Chan Buddhist culture. Drawing on secondary materials, the case study traces how Nianhuawan positions itself as a destination for spiritual retreat, with a Chan-inspired way of life at the center of its identity. This identity takes shape through narrative naming, architecture and landscape design, complementary tourism businesses, and digital technologies. It is promoted through immersive nighttime performances, experiences tailored to different visitor groups, online and offline communication, and the application of its development model to other destinations. The case illustrates how a cultural theme can connect destination identity, visitor experiences, and a broader tourism value chain.