Government Involvement in Red Tourism in China

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Geography 2086/7108 China's Tourism Resources
Management
Dr. Li, Yiping
Department of Geography, The University of Hong
KongSpring 2009
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Lecture 1.1 General Introduction

• Main content will cover
• development and change of China's tourism
  policies
• organizations and management of tourism in China
  
• hotel business
• travel leisure service provision
• tourism education and training
• social, economic and environmental issues
  associated with Chinas tourism development

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Specific Lecture Topics

• Introduction
• Development and Change of Tourism in China
• Tourism Management
• In-bound Out-bound Travel Services
• Tourism Management Hotels
• Tourism Management Attractions
• Tourism Planning and Marketing

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• Emerging Issues
• Tourism Impacts in China
• Culture Tourism and Issue of Authenticity
• Individual Travel Scheme Host-Guest Relationship
• Sport Events and Destination Image Building
• Ecotourism Chinese Way of Viewing the Landscape
• Working for the Future
• Study of Tourism in the 21st Century
• Field Trip and/or Project Presentation

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Course Objectives

• understand and appreciate the scope and
  complexity of Chinas tourism industry
• understand the terminology appropriate to travel
  and tourism
• understand a sampling of research methodologies
  used for studying travel and tourism in China
• understand the various career directions
  available within Chinas travel and tourism
  business
• understand the external factors which impact the
  tourism industry in China
• understand the economic and environmental impacts
  of tourism development in China
• understand current trends and the future outlook
  for the field of tourism studies in general, and
  studies of travel and tourism in China in
  particular

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Please Note

• Course content and order of presentations may
  DEVIATE from this outline due to unforeseen
  circumstances

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LECTURE NOTES

• Lecture notes will not be distributed, BUT will
  be posted on-line at this weblink

http//geog.hku.hk/undergrad/geog2086/
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• Textbook
• Lew, A., Yu, L., Ap, J. Zhang, G. (Eds.)
  (2003). Tourism in China. New York The Haworth
  Hospitality Press (ISBN 0789012820)
• Recommended Readings
• Lew, A., Yu, L. (Eds.) (1995). Tourism in
  China Geographic, Political, and Economic
  Perspectives. Boulder Westview Press (ISBN
  0813388740)
• Relevant articles will be recommended from
  tourism research journals such as
• Journal of China Tourism Research
• Annals of Tourism Research
• Tourism Management
• Journal of Sustainable Tourism
• Journal of Tourism and Hospitality Research
• Journal of Ecotourism
• Asia-Pacific Journal of Tourism Research

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• ASSESSMENT
• 100 Coursework
• Project 1 (40)
• Prepare an Annotated Bibliography about Tourism
  in China
• Project 2 (50)
• An Independent Study of Tourism in China
• Lecture participation (10)

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COURSEWORKProject 1 Prepare an Annotated
Bibliography about Tourism in ChinaThis is an
assignment of library research. You are required
to prepare an annotated bibliography about
tourism in China. An annotated bibliography is a
list of citations to books, articles, and
documents, ect.. Each citation is followed by a
brief (usually about 150 words) descriptive and
evaluative paragraph, the annotation. The purpose
of the annotation is to inform the reader of the
relevance, accuracy, and quality of the sources
cited. You must follow 2 specific steps to
complete this project

• 1 Identify 10 articles and / or books (15
  points, due by Friday, Feb 20th, 2009)
• Identify articles and / or books, etc. (10
  minimum) of your interest, which must be
  relevant--regarding tourism in China.
• Report your choice in typed written format,
  following Geography Departments Guidelines on
  the use of reference materials in course
  assignments (see Appendix 1)
• Submit this report (basically a list of citations
  you will use in order to complete the annotated
  bibliography) by 430pm on Friday, Feb 20th, 2009
• Delay submission will result in deduction of your
  final mark

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• 2. Complete the annotated bibliography (25
  points, due by 430pm on Friday, March 20th
  2009). Delay will result in deduction of your
  final mark

Lew, A., Yu, L., Ap, J. and Zhang, G. (2003)
(ed). Tourism in China. New York The Haworth
Hospitality Press, 256pp. This book provides a
comprehensive understanding of Chinas tourism
development from 1949 to present. The editors
attempt to reconfigure a number of papers along
the major themes opportunities, challenges, and
strategies associated with tourism development in
China. It is discernable in the collection of
papers that a series of paradoxical problems have
emerged in Chinas burgeoning tourism industry
The country is in the midst of modernizing its
norms and values, but still has no civil society
to counterbalance the power of the state. It
enjoys the benefits of a growing economy which is
generally considered successful, but is far from
being regulated by the invisible hand of the
market. There is intense social opposition, but
there are no social movements that might lead
towards a democratic system crucial to the
continuous economic success in the 21st century.
It is a pity that only Ning Wang lightly
addressed those paradoxical problems in his
discussion of heritage conservation versus
culture change. The whole book failed to
recognize that an understanding of those problems
should be crucial to studying contemporary China
in general, and its tourism development in
particular
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• Project 2 An Independent Study of Tourism in
  China
• This assignment is geared to individual field
  study of tourism in China
• You are required to conduct a field study of
  your own choice regarding tourism in China, Macau
  or Hong Kong
• Your study should investigate one or two issues
  you deem to be important for Chinas tourism
  development
• Your report must contain these components
• Introduction
• Discussion of the key issue(s)
• Conclusion
• You must follow Geography Departments Guidelines
  on the use of reference materials in course
  assignments (see Appendix 1) when writing your
  report
• This project counts as 50 of your final grade,
  and will be due by 2 phases
• 100-word preliminary idea of study (10 points,
  due by 430pm on Friday, March 27th, 2009)

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Lecture Participation (10)

• 10 points will be given for class participation
• Students that regularly interact and respond
  (positively) within the class discussion will
  generally receive all 10 points
• Participation will also be related to attendance
  and attentiveness during class
• No lecture attendance check will be conducted,
  but at any time during my office hours between
  March 30th and May 5th, you are to come to my
  office for
• A performance report (mostly just a chat so I can
  have a better understanding of who you are)
• A discussion about your potential of
• future promotion (passing the course)
• getting a raise (higher grade).

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Oral Presentation of Field Study Report

• 3 volunteers will be selected to do a 25-minute
  oral presentation on the field study
• Oral presentation should be done on the last
  lecture day of the course
• Presenters are required to submit a soft copy of
  presentation slides instead of a written report
  of the field study
• Selection of presenters will be conducted on the
  second lecture day after reading week
• If more than 3 students volunteer to present,
  final presenters will be selected by a lucky draw

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How to write this 100 word report of your
preliminary idea of field study?(10 points, due
by 430pm on Friday, March 27th, 2009)

• Personal Information
• Your name Ng. Nancy
• Your Student ID 200700000
• Your tentative topic for the field study , e.g.
• Theme parks development in Shenzhen
• Casino Tourism in Macau
• A Case Analysis of Hotel Management in Hong Kong
• etc.?
• Outline of your work
• Describe the study location, and introduce the
  key issue(s) for study
• Possible method of study
• Discussion of study results
• Conclusion
• List of questions and difficulties (if you have
  any)
• ???
• ???

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You must submit both projects via Geography
Department Assignment Collection Boxin the
Departments General OfficeIf you have any
questions regarding the two projects, do not
hesitate to contact your TA or me. This can be
done during my regular office hours or by
appointmentMy office hoursTuesday 1430
1730 My office306 Hui Oi Chow Building
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Mutual Expectations Codes of Civility

• You can expect me to
• Come prepared for, and attend, all lectures
  regularly and punctually
• I demand the same from you, and will consider
  these unacceptable behaviors
• Reading during a lecture
• Consuming food or drink
• Littering the lecture room
• Using walkmans, radios, MP3, mobile phones, etc.,
  which may impede the ability of you or other
  students to learn
• If we all abide by this code of civility and
  mutual respect, we set the stage for a healthy
  and stimulating intellectual forum.

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Lecture 1.2 IntroductionDevelopment Change
ofTourism in China
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Lecture Objectives

• Understand evolution of Chinas tourism policies
  since 1949
• the effect on the tourism development
• Examine the spatial distribution of Chinas
  tourism resources
• classification of tourism regions by Chinese
  tourism scholars
• Discuss future trend of tourism development in
  China

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• Recommended readings
• Lam, T. Mao, F. (2001). A Study of
  International Tourism Development in China.
  Pacific Tourism Review 5 113-120
• Lew, A., Yu, L., Ap, J. Zhang, G. (Eds.)
  (2003). Tourism in China, Chapters 1 2. New
  York The Haworth Hospitality Press
• Oakes, T. (1998). Tourism and Modernity in China,
  Chapter 2 (pp. 58-82). London Routledge
• Sofield, T Li, F. (1998). Tourism Development
  and Cultural Policies in China. Annals of Tourism
  Research 25 (2) 362-392
• Xu, G. 1999). Tourism and Local Economic
  Development in China. Chapter 3 (pp.30-51). UK
  Cuzzon Press
• Zhang, Y. (1995). An Assessment of Chinas
  Tourism Resources. In Lew, A. and Yu, L. (Eds.),
  Tourism in China Geographic, Political, and
  Economic Perspectives (pp. 41-59). Westview Press
• You may choose to read any one of the above
  listed readings according to your time
  availability

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Tourism in China An Evolutionary Perspective
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CHINAS TOURISM BEFORE 1978

• Reflect on some Chinese tourism scholars view
  that China has a long history of leisure travel
  by pondering these questions
• IS IT TRUE there is such a long history?
• Why is it true and/or not true?
• Differentiate
• Concepts of travel and tourism

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• Thomas Cook Sons, and other world renown travel
  companies, opened their offices in Shanghai and
  Beijing during the 1920s
• The start of tourism business in China
• Wars (??) from the late 1930s to the late 1940s
  put a hold to all pleasure travel in China
• The travel business became a form of special
  political activity after PRC was established in
  1949

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CHINAS TOURISM SINCE 1978

• 3 Decades of Tourism Growth
• Facts and Figures
• Gains the losses

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Worlds Top 10 International Tourism
Destinations, 2005 (UNWTO, 2006)
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Worlds Top 10 international Tourism Earners,
2005 (UNWTO, 2006)
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Worlds Top 10 Tourism Destinations in 2020
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Worlds Top 10 Tourist-Generating Countries in
2020
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Cont.
Note 2006 data not including the December data
International Tourism Receipts in China
(1978-2006)
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Domestic Tourism in China (1978-2005)
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• Tourism Growth Infrastructure
• Accommodation
• 203 hotels in 1978, of which only about 60 were
  suitable to accommodate overseas visitors
• 10888 star-rated hotels by 2004. These hotels all
  provide facilities of dining, lodging, and
  general services that meet the international
  standards

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Postgraduate students are toupdate the statistics
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Tourism Policies the Impacts
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The TransformationOver the past 3 decades, the
official purpose of tourism in China has
undergone three 3 changes

• Politics only (1949 1978)
• Politics plus economics (1978 to 1985)
• Economics over politics (since 1986)

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The development of the tourism policies led to
the transformations of tourism resource
management in China

• Change 1
• from micro-management and control to
  macro-management and service, e.g.
• The Bureau for Travel and Tourism (BTT) before
  1978
• China National Tourism Administration was set up
  in 1981

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• Change 2
• from monopoly to decentralization in tourism
• business operations
• Three Magnates of Travel Services before 1978
• CITS, CTS, and CYTS
• By 2008???? (postgraduate students homework)
• 1460 international travel services and 13467 by
  2004
• 10888 star-rated hotels (1.3 million rooms)
• A national tourism workforce of2.5 million people

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• Change 3
• from a product-oriented to a market-oriented
  mode
• Among actions recently taken, China has
• simplified visa and frontier formalities for
  overseas tourists
• introduced a star-rating classification of its
  hotels based on international standard
• adopted a more relaxed policy regarding
  mainlanders visiting HK (CEPA-ITS)
• set up tourism offices in major markets abroad to
  provide necessary and up-to-date information on
  the country, and participated regularly in major
  world tourism exhibitions

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Future Trend Is It Predictable?
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Experiences Gained Lessons Learnedkeep these
questions in mind when studying this course

• The comparative advantage
• How long will it last?
• National economic policies
• Are they always in line with tourism development?
• Outside capital and modern manpower
• Are they boldly introduced and efficiently
  exploited?
• Negative impacts of tourism
• Has appropriate attention been given?

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Spatial distribution of Chinas tourism
resources Classifications of tourism regions
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Tourism Resources

• A uniquely combined natural cultural (human)
  resource base for developing tourism
• Natural and scenic resources shanshui
  (mountains and rivers), such as

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• Historical resources over 5,000 years recorded
  history of continuous development has left a rich
  legacy in
• Agriculture
• Handicrafts
• Science and technology
• Medicine
• Literature
• Architecture
• Art
• Philosophy

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• Human (cultural) resources - cultural heritage
  ethnic diversity are rich and varied tourism
  resources, such as
• Tradition
• Ethnic diversity
• Cuisines
• Distinct political system
• Vibrant city life

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Major Characteristics of Tourism Resources

• vast land and various terrains
• unique geological features and regional
  differences
• long history and rich culture heritage
• ethnic dynamics and varieties
• rapid change with contrast of tradition and
  modernity

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RESOURCE PATTERNSChinese tourism scholars agree
that a tourism region should have 4
CHARACTERISTICS

• A relative concentration of tourism resources
• A sufficient broadness of regional extent
• A distinctive and complementary combination of
  diverse resources, and
• One or more well established tourism centres
  supported by adequate infrastructure,
  superstructure, and stable markets

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Accordingly, Chinas tourism regions may be
classified by a 9-region scheme on the basis of
geographic contiguous regions and relative
completeness of a historical or cultural resource

• Beijing Tourism Region
• Silk Road Tourism Region
• Northeast Tourism Region
• South China Tourism Region
• Southwest Tourism Region
• Taiwan Tourism Region
• Qinzang (Qinhai-Tibetan Plateaus) Tourism Region
• Yangtze River Valley Tourism Region
• Yellow River Valley Tourism Region

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Cases of exampleYangtze River Valley Tourism
Region
A relative concentration of tourism resources
Shanghai global city, colonial culture, shopping
entertainment, transportation hub.
Jiangsu Zhejiang land of rice and fish,
ancient capitals, arts crafts, agriculture,
cuisine, the Grand Canal, Taihu Lake, etc.
Anhui Jiangxi Yellow Mountain and Mount
Lushan, Jiuhua Mountain, Poyang Lake, etc.
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A sufficient broadness of regional extent

• A distinctive and complementary combination of
  diverse resources
• modern and traditional, natural and
  cultural/human,
• One or more well established tourism centres
  supported by adequate infrastructure,
  superstructure, and stable markets

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Perspective 2 for classifying tourism
regions(climatic differentiations destination
characteristics destination characteristics)Anoth
er perspective reflects the emphasis on climatic
differentiations and destination characteristics
in identifying Chinas tourism regions

• Zhongyuan (Central China) Ancient Civilisation
  Tourism Region
• Eastern Coast Tourism Region
• Chuan Han (Sichuan) Tourism Region
• South China Tropical Landscape Tourism Region
• Southwest Karst Landform Tourism Region
• Northwest Silk Road Tourism Region
• North China Tourism Region
• Northern Border Frontier Fortress Tourism Region
• Qing-Zang Highland Tourism Region

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REGIONAL DIFFERENCES IN TOURISM DEVELOPMENT

• The strong influence of Chinas regional
  economic structure, which is characterized by
• a developed and industrial eastern coast region
• a less developed and less
• industrial central inland region
• a least developed and least
• industrialized western
• interior regionis clearly seen in the
• spatial patterns of
• tourism development