ENHANCING THE IDENTITY OF GUANGDONG WATERCOLOR PAINTING THROUGH MANAGEMENT STRATEGY AND CULTURAL DISSEMINATION

Abstract

This study aims to (1) investigate and analyze the current inheritance status and challenges of Guangdong watercolor painting, identifying factors that affect its regional characteristics; and (2) To formulate development strategies to enhance these regional features through management approaches and cultural dissemination. This research was mixed method research of qualitative and quantitative research. The qualitative component involved in-depth interviews with 10 experts, including watercolor artists, educators, academic committee members, cultural communication specialists, and curators from art museums. The quantitative component collected 390 valid responses through a questionnaire covering seven dimensions on a five-point Likert scale. Data collection methods included surveys, interviews, and case studies (both domestic and international), while data analysis employed thematic analysis, comparative analysis, trend analysis, and reliability, validity, and factor analysis. The research finding was found that: (1) Guangdong watercolor painting faces challenges in market recognition (mean3.48–3.83), innovative expression (mean 3.60), and communication channels, although audiences highly value its Lingnan cultural heritage (mean 4.00–4.15). However, diversity of style and brand awareness scored lower; and (2) The management and communication strategy to enhance regional identity has 5 components as follows: 1) identity construction, 2) digital communication transformation, 3) market and public perception barriers, 4) exhibition and management drivers, and 5) policy support with future vision—and proposes targeted strategies to balance tradition and innovation, optimize digital dissemination, address market bottlenecks, strengthen exhibition management, and enhance policy support to achieve sustainable development of Guangdong watercolor painting.