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Heritage sites would not sustain longer without being preserved, safeguarded and developed.This study addresses the preservation and development of UNESCO world heritage at the West Lake, China. What are the impacts of preservation and development of West Lake heritage? On top of that, the study also focuses on the elimination of charging fees at the West Lake and introduction of price strategy, which is a new phenomenon both nationally and internationally. Scholars are questioning whether the introduction of price strategy are beneficial for local government or increase unnecessary costs.The survey was conducted in February, 2017 at the West Lake heritage, as well as secondary data. The study finds that, the local government provide first priority on development of the heritage site rather than preservation of sites. On top of that, the local government plays pivotal role in addressing various issues, for instance the development of the site and environmental control. But still,the introduction of free admission needs special attention, because of the large number of local tourists who visited several times, which increase the destruction of cultural authenticity at West Lake.