To deepen the integration of theory and practice in cultural and heritage conservation and development, the Year 2 students enrolled in Cultural and Heritage Management Programme went to Sansiang Town, Zhongshan City for a field study trip on 25 April 2025 led by Dr. Tuan Phong Ly (Jack) sponsored and organised by the Sanxiang town governments. As part of the "Marketing of Cultural Resources" course, this field trip aims to allow students to transform the theoretical knowledge learned in the classroom into effective plans through field investigations, to help promoting the vigorous development of cultural tourism in the ancient villages of Sanxiang Town. At the same time, encouraging young people from Hong Kong and Macao to have a deeper understanding of Zhongshan's current economic and social development, development opportunities, innovation and entrepreneurship environment and talent policies, and accelerate the formation of a talent aggregation effect.
Ancient Villages Background
Yongmo Village
Hometown of Celebrity and Inheritance of Intangible Cultural Heritage
Zheng Guanying, a thinker at the end of the Qing Dynasty, was born here, and his book “Words of Warning to a Prosperous Age” had a profound impact on modern China. At the same time, Yongmo Village also has a rich cultural background with intangible cultural heritages such as Sanxiang puppet theatre, Sanxiang food customs, and the legend of Luo Sanmei.
Visit Highlights
Guangdong, Hong Kong and Macao Young Talents Research Station
In order to cooperate with the central government's deployment on building a high-level talent base in the Guangdong-Hong Kong-Macao Greater Bay Area, the Zhongshan Sanxiang Township Government and UTM initiated a school-local cooperation, and the “UTM Zhongshan (Sanxiang) Talent Workstation” was inaugurated on 20 November 2023. The staff briefly introduced the general situation and talent policies of Sanxiang to the students, promoted the interconnection of Macao talents with Mainland, and actively responded to the development plan of the Greater Bay Area.
Zheng Guanying's Former Residence
The staff from the local publicity and cultural service centre introduced Zheng Guanying's Former Residence to the students. In addition to explanations and informative text introductions, there are also sound, light and electricity interactive facilities in the museum, aiming to show the great life of Zheng Guanying fully and vividly.
Konghou Culture Theme Hall
Under the guidance of the staff, students visited the theme hall and learnt about the development history and evolution of Konghou as well as its production process.
Folk Music Performance
At the Ridong Temple in Guhe Village, students enjoyed the “Greater Bay Area, Zhongshan Tour” talent show by local folk music artists which they deeply felt the charm of traditional folk music.
Chengrong Art Gallery
The Chengrong Art Gallery has a rich collection of calligraphy, fine arts, sculptures and other collections for the students to visit and exchange ideas, which broadened their horizons.
Qi’ao Art Gallery
Students visited Qi’ao Art Gallery and participated in a seminar, which introduced the current status and future development direction of the cultural and tourism industry in Sanxiang Town. The students exchanged views about the different levels of UTM Cultural and Heritage Management Programmes and discussed future cooperation directions.
Conclusion
The trip to Sanxiang extended classroom to tourist destination, using theory to guide practice and providing students with a valuable opportunity to gain an in-depth understanding of the management and marketing experience of the local ancient village culture, history and business ecosystem. This event not only contributes to the implementation of the strategy to revitalize the ancient village's cultural resources but also deepens the cultural and tourism exchanges between Macao and Zhongshan, laying a solid foundation for the region's sustainable development, innovation, and talent aggregation in Southern Guangdong.