impact of culture and history

7/24/2019 impact of culture and history

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Analysing the Impact of Culture and History in China: The Benefits of Locals in Promoting

Tourism

[Your official name]

[egree Title]! [uni"ersity]! #$%%

Thesis &u'mitted in Partial (ulfilment

of the )e*uirements for the egree of

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[+ame of ,ni"ersity]

[last month of *uarter you plan to graduate] #$%%


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Culture and History in China #

Ta'le of Contents

CHAPT-) .: I+T)/,CTI/+0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000.

.0. Introduction0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000.

.0# Conte1tual Bac2ground0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000#

.03 )esearch Aims and /'4ecti"es000000000000000000000000000000000000000000000000000000000000000000000000000000000000000003

.030. )esearch /'4ecti"es0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000003

.05 )esearch 6uestions00000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000005

.07 )ationale of the &tudy0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000005

.08 Pro'lem &tatement0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000007

.09 &tructure of the issertation0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000008

CHAPT-) #: LIT-)AT,)- )-I-;000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 00.#

#030# Basic -n"ironmental Challenges for the Hospitality Industry00000000000000000000000000000000.3

#030#0. ;ater &carcity000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000.3

#030#0# Indoor Air 6uality ?anagement0000000000000000000000000000000000000000000000000000000000000000000.3

#05 Tourism Industry and 'enefits for Locals00000000000000000000000000000000000000000000000000000000000000000000000.5

#050. Trends in Hospitality and Tourism ?ar2et in China00000000000000000000000000000000000000000000000.5

#050.0. Trend .: e"elopment @ill di"ersify in multiple 'usiness segments000000000000.7

#050.0# Trend #: Consolidation in high and midscale di"isions0000000000000000000000000000000.7

#050.03 Trend 3: change in the lifestyle000000000000000000000000000000000000000000000000000000000000000000000.7

#050.05 Trend 5: Inno"ations in models and formats0000000000000000000000000000000000000000000000000.7

#050.07 Trend 7: Continuous shaping of the mar2et 'y o"ernment000000000000000000000000.8

#050# Local Tourism and -"ol"ing Business /pportunities000000000000000000000000000000000000000000000.8

#07 o"ernments )ole in Promoting Tourism in China000000000000000000000000000000000000000000000000000000.9

#070. -na'ling Tourism e"elopment000000000000000000000000000000000000000000000000000000000000000000000000000000.9

#070# ?anaging +egati"e &ocial and -n"ironmental Influences00000000000000000000000000000000000000.! 'y #$#$! China

@ould 'ecome the largest tourist destination in the @orld0 ;ith regards to net out'ound tra"el

spending! the country is assumed to 'e fastest gro@ing economy of the @orld and has 'een

a'le to maintain the second position in @orld ran2ing0 It has also 'een researched that the

gro@ing economy of China has resulted in the increase in o"erall 'usiness tra"el0 ;ith regard

to China! the total percentage of sales 'ased on 'usiness tra"el is more =3 as compared to

,E =# and ,& =#.>0 ?oreo"er! as per the report of ;orld Tra"el and Tourism council

=#$.3>! the tourism re"enue of China in #$$D @as .


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Culture and History in China #

1.2 Contextual Background

uring the era of .D5D to .D97! China only allo@ed selected foreign "isitors to "isit

China and closed its gate to other foreigners0 uring .D9$! the paramount leader of China!

eng %iaoping made a decision to promote and encourage tourism for the purpose of earning

high"alue foreign e1change0 After this decision! the Chinese go"ernment started de"eloping

its tourism industry0 A hotel construction program increased the num'er of guest houses and

hotels in China and more scenic sports and historical places @ere reno"ated and @ere offered

to tourists including professional guides0 ue to increase in international and airline traffic

including other tourist transportation facilities assisted tra"el to 'e more con"enient and less

time consuming0 According to %ie =#$.7! p0 ..>! at least #7$ counties and cities @ere opened

up for foreigners and local tourists during the year .D


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Culture and History in China 3

Tourism researchers ha"e researched and concluded that local community people

usually accept and support tourism acti"ities only if it pro"ides socioeconomic and

sociocultural 'enefits along @ith protection of the en"ironment0 Thus! in de"eloping tourism!

the in"ol"ement of community and local mem'ers in the decision ma2ing process and its

implementation is said to 'e critical0 According to Li4uan =#$.3! p0 .8>! rural tourism has

'ecome important in de"eloping national tourism policies and has also 'een highlighted in

the Chinas Tourism de"elopment and management master plan =.D0 As the main

focus of the tourist is to ha"e a friendly e1perience! therefore the locals li"ing around the

locality has a strong impact on the tourist destination0 Therefore! the in"ol"ement of local and

community people to@ards tourism de"elopment is of utmost important as they act as the

main sta2eholders and ha"e a direct impact on the o"erall *uality 'eing deli"ered 'y the

tourism industry0

1.3 Research Aims and Objectives

The aim of this study is to analyse the impact of culture and history of China in

relation to the 'enefits of locals in promoting the tourism industry0

1.3.1 Research Objectives

To understand ho@ Chinese culture and history is impacting the tourism in China0

To analyse the role played 'y the go"ernment and locals in promotion of cultural

tourism and the o"erall tourism industry

To recommend future initiati"es to promote the role of local go"ernment in the

promotion of tourism in China


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1. Research !uestions

The research *uestions selected for this research are as follo@:

.0 ;hat is the relationship 'et@een history and culture of China on tourism industryJ#0 ;hat is the role played 'y go"ernment and locals in the promotion of Chinese

tourismJ30 ;hat is the impact of culture and history of China for the 'enefits of locals in

promoting tourism industryJ50 ;hat future initiati"es can 'e ta2en 'y the go"ernment for promoting local

go"ernment for increasing tourism acti"ities in ChinaJ

The research *uestions mentioned a'o"e @ill 'e used to analyse the research studies0

As the study is 'ased on secondary research! therefore online articles and 4ournals pertaining

to the a'o"e research *uestions @ill 'e selected0

1." Rationale o# the $tud%

The tourism industry in China is gro@ing at "ery high pace0 The re"enue that @as

generated in #$$D from the tourism industry of China @as .


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attract tourists0 There is a need in"estigate the relationship 'et@een history and culture of

China and tourism industry and the impact it has made on locals of China0 Another important

reason for conducting this research can 'e analysed from the fact that the local peoples

in"ol"ement in tourism acti"ities has a direct and positi"e impact on the o"erall tourism

industry0 According to himire =#$.3! p0 3.>! tourism is no@ considered as the most effecti"e

strategies to promote economic de"elopment in the country0 It has 'een researched that

tourism de"elops high employment and also results in high income0 ?oreo"er Fhong et0al

=#$..! p0 57> stated that community 'ased tourism de"elopment generates significant

ad"antages to the local community mem'ers of the society0

The current research has not only focused on the 'enefits of local to@ards tourism

promotion 'ut also has focused on the 'enefits @hich the local @ould attain through tourism

acti"ities0 Therefore! there is not much discussion on the fact that @hether local should 'e a

part of tourism de"elopment or not0 Ho@e"er! there is much de'ate on ho@ the community

should 'e in"ol"ed0 As local in"ol"ement is usually considered as an important factor in

achie"ing success of de"elopment pro4ects! it is no@ 'eing included in "arious policies

pertaining to go"ernment and +/s

1.& 'roblem $tatement

According to the authorities of Chinese o"ernment! the num'ers of foreign tourists

ha"e 'een declining since #$$9 till #$.50 Ho@e"er! there are num'er of reasons 'ehind such

decline0 The first reason is the e1change rate fluctuation as the cost of "isiting China

increases due to @hich many potential "isitors are "isiting other destinations other than china0

&econdly! the economic recession of -urope and American counties ha"e resulted in less

spending in tourism and tra"elling industry0 Thirdly the old tra"el route lac2s

competiti"eness and no"elty0 ?oreo"er! another 'ig reason for lo@ tourism in China is


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'ecause of the less in"estment and focus of Chinese authorities to@ards the promotion of

tourism0

(igure .: In'ound Tourist Arri"al and ro@th )ate

&ource: @@@0tra"elchinaguide0com

/n the @hole! Chinese culture and history has a strong influence in the tourism in China for

the purpose of attracting tourists0 The changing trends in tourism in China has played a "ital

role therefore! locals needs to 'e in"ol"ed in promotion of cultural tourism and the o"erall

tourism industry0 (or the purpose of channeliGing and de"elopment of cultural tourism! it is

important for the go"ernment to induce effecti"e tourism policies0 Therefore! this study

identifies impact of culture and history in china and the 'enefits of locals in promoting

tourism

1.( $tructure o# the )issertation

The structure of study is 'ased on fi"e chapters0 (ollo@ing is the main structure of the

study0
http://www.travelchinaguide.com/http://www.travelchinaguide.com/


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Chapter 1: This section is 'ased on introduction to the research including research

aims and o'4ecti"es! research *uestions! rationale and significance of the research!

'ac2ground of the study together @ith pro'lem statement and issue of research0

Chapter 2: This chapter of the study @ill include theoretical underpinning and

literature re"ie@ 'ased on past studies and researches0 It @ill help in understanding the

researches that has 'een conducted in the past0

Chapter3: Chapter three of the study identifies the research plan and @ill 'e 'ased on

research methodology0 )esearch methodology @ill include research philosophy! research

design! methods of data collection! research approach and nature of the study0 (urther! the

study @ill also incorporate research plan and limitations of research0

Chapter 4: The collected data for the research @ill 'e analysed in this chapter and

the e1tracted findings from the results @ill 'e discussed under the o'4ecti"es0 This chapter

@ill e"aluate ho@ successful the research has attained its o'4ecti"es0

Chapter 5: This section or chapter of the dissertation is 'ased on conclusion and @ill

also discuss recommendations! future implications and summary of findings0


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Culture and History in China 0 China is facing the ne@

opportunities and challenges for the gro@th in the tourism mar2et as compared to the

opportunities and challenges they faced decades 'efore0

China is one of those regions of the @orld! @hich is rich in culture and historical

heritage0 People around the @orld ta2e interest in the historical places! li2e the (or'idden

City! ?ount Tai and The great ;all! to "isit0 The locals are interested in cultural and

historical heritage of the China as @ell0 This rising attention in Chinas cultural di"ersity is

encouraging an emergent fragment of tourism industry =;alle! #$..! p0 7D>0

2.1 Culture o# China and *ourism

;alle =#$..> e1amined the ?ar2eting -*uita'le -thnic Cultural Tourism in China0 In

this study! researcher has focused on the ethnic cultural tourism of China and the mar2et

e*uita'ility =p0 89>0 ;ith a modest start in .D9$! ethnic cultural tourism in China has 'ecome

an influential force and go"erning 'odies and pri"ate agencies use it to re"i"e economic

acti"ity0 Hence! as an outcome! cultural tourism strategies! planning and encouraging is more

considera'le than else@here0 Historically! ample amount of this acti"ity @as led through

Nmicromar2etingO sights =;alle! #$..! p0 89>0 This notion focuses mainly on the 'enefits that

integrate a company and its consumers! @hene"er they interrelate @ith each other0 A 'lind

promotion of this method is that the @ants! desires and "ulnera'ilities of pro"iders of


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Culture and History in China D

products and ser"ices of cultural tourism can 'e ignored0 A su'stitute of this NmicroO outloo2

is offered 'y the Nmacromar2etingO! a perspecti"e that is dedicated to pro'ing the o"erall

influence of mar2eting actions and suggesting replacements that are impartial and feasi'le

=;alle! #$..! p0 89>0

radually! macromar2eting outloo2s are applied @hen the planning of mar2eting

strategies are intended0 These methods ha"e a significant part to perform @hene"er cultural

tourism approaches are esta'lished and e1ecuted0 China is a land of an e1tensi"e range of

ethnic locals and the tourists ha"e 'een attracted to@ards them =;ang K ;all! #$$7! p0 D>0

?osou is one of these localities that ha"e esta'lished as a sophisticated cultural de"elopment

association! @hich @or2s to assure that the tourism policies and plans are not controlled

merely from top authorities and that they are e*ual and mirror the needs and desires of the

people0 The study appreciated these efforts as a great corporate strategy and an ethical @ay

that can directly influence sta2eholders =;ang K ;all! #$$7! p0 D>0

Tourism! on a positi"e note! encourages relations and insights of perspecti"es 'et@een

cultures0 /n the other hand! on an ad"erse note! it is simply a 'ottlenec2 'et@een cultures0

,nfortunately! it seems li2e the @orst part is common in case of Ti'et currently0 According to

a report Culture Clash: Tourism in Ti'et =#$.5! p0 #5>! Ti'ets mesmerising sites attracted

tourists for centuries0 Yet today! the actual tradition of Ti'et is commercialiGed and sold 'y

the noninherited occupying Chinese regime0 Ti'ets local are no longer in position of ta2ing

part in controlling or e"en consulting in any manner in their o@n to@ns and cities or the

reno"ation of their holy pilgrimage places into tourist attractions =Culture Clash: Tourism in

Ti'et! #$.5! p0 #5>0

6ingming! Honggang K ;all =#$.#> stated that numerous Ti'etan do not e"en get

any 2ind of economic ad"antage from the local tourism0 6ingming! Honggang K ;all =#$.#>

notified that! most of the 4o's generated 'y tourism gro@th go to nonresident employees


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Culture and History in China .$

from China0 (urthermore! numerous tourists "isiting each year need the e1pansion and

ad"ancement in infrastructure and ser"ices on an e1tent that generally foreign or local

go"ernment Chinese firms can fund or in"est =6ingming! Honggang K ;all! #$.#! p0 #9>0

The "ie@s seen on the Ti'etan 'log and social media sites re"eal that se"eral tourists fa"our

Chinese tourist ser"ice pro"iders and tour guides0

;ang and ;all =#$$7> analysed cultural tourism: an assessment of mar2eting

strategies in alian! +an4ing and Hainan! China0 The essence of the research is that the

Chinese locals ha"e more chances to tra"el in 'ig cities arranged 'y the local tra"el agencies

and the num'er of tourists is gradually increasing yearly in China =;ang K ;all! #$$7! p0 D>0

Cultural tourism theme is e"ol"ing the modern tourism in China0 The research employed a

modest theoretical outline to cultural tourism 'ased on high culture! popular culture! festi"als

and special e"ents0 The 2ey aim of the research @as to analyse the scope of the different

cultures and the highlighted cultural theme in alian! +an4ing and Hainan in perspecti"e of

tourism and to assess the significance of regional culture in tourism mar2eting =;ang K ;all!

#$$7! p0 D>0 A *uestion arose 'y =;ang K ;all! #$$7! p0 D> is NHo@ and @hat features of

culture is 'eing promoted contrarily in alian! +an4ing and HainanJO The outcomes of the

study propose that high culture! particularly historical inheritance! is su'stantial in +an4ing

tourism! popular culture is "igorous in tourism @ithin the Hainan! and festi"als and special

e"ents are ma4or features in alian tourism =;ang K ;all! #$$7! p0 D>0 )egional culture is

e1tremely "ital in tourism and is highlighted and sho@ed 'y "i'rant images of people! e"ents

and 'uildings 'y @ords and images for tourism mar2eting0 Though! it is tough to reach to a

conclusion that the prime emphasis of the trips is undergoing culture =;ang K ;all! #$$7! p0

D>0

;hile analysing A Cultural Perspecti"e on ;ildlife Tourism in China 6ingming!

Honggang K ;all =#$.#! p0 35> stated that Chinas residents ha"e a specific opinion


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Culture and History in China ..

concerning relation of tourists and nature or @ildlife0 The Chinese are intended to thin2 that

animals @ill not 'e influenced much in attracting tourist from around the @orld0 )esearchers

de'ate through scientific studies that tourism has damaging impacts on @ildlife! 'ut Chinese

tourism managers and the mass media as @ell! ha"e a perception that 'eing close to @ildlife

sho@s a pleasant state amongst humans and animals =6ingming! Honggang K ;all! #$.#! p0

#9>0

2.2 +istor% o# China and *ourism

&ince the Chinese history is "ery rich and "ery old and dates as 'ac2 as 59$$ years0

&hefard! Yu and Himin =#$..! p0 .5> e1amined Tourism! heritage and sacred space in their

study0 They focused on the influence that tourism has had on localities and the 2inds of

tourists @orld heritage prestige appeals0 The study pointed out the outcome that ,+s

-ducational! &cientific and Cultural Association @orld heritage status can direct to spatial

conflicts among nations! @hich results in di"ision of cultural sites! 'usiness e"ents and local

life0 It also does not include the fact that most of the tourists that "isit these heritage sites are

actually local tourists @ith religious intents =Yan K ?cEercher! #$.3! p0 #$>0

The result of the study re"eals that heritage protection is not the main concern for

'oth local people and authorities0 Ho@e"er! it is the tourists that are concerned a'out the local

heritage of ;utai &han0 (urthermore! monastic esta'lishments! acti"e mon2s! and local

population are concerned a'out money 'ecause commerce! religious practice! tourists

pilgrims ha"e 'een part of the local landscape for centuries =Fhong et al0 #$..! p0 57>0

(urthermore! the Chinese authorities are e1erting to restore this place as an open air

museum for the tourists to e1perience0 Though! it is not the mere issue 'et@een heritage and

tourism0 Ho@e"er! heritage conser"ancy conflicts @ith religious acti"ities and "ie@s as @ell0

The *uestion arises that can a current religious site 'e declared as a heritage siteJ


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Culture and History in China .#

Yamamura! Fhang K (u4i2i =#$$8! p0 ..9> analysed the social and cultural impact of

tourism de"elopment on @orld heritage sites! particularly the /ld To@n of Li4iang! China0

The study is aimed to clarify the associated social impact on the city caused 'y 'eing

registered as a ;orld Heritage Location and its con"ersion as a tourist destination0 As a part

of an analysis of the issue regarding the rapid gro@th of tourism and its pressure on ;orld

Heritage Places! this research tried to elucidate the pro'lems faced 'y the tourism industry at

the /ld To@n of Li4iang! Yunnan! China 'y focusing on local tourism pro"iders =Yamamura!

Fhang K (u4i2i! #$$8! p0 ..9>0 &alaGar =#$.7> re"ealed that in recent times the usage of

historic 'uildings has significantly transformed0 +o@! o"er the D$ of the shops are tourist

'ased sou"enir shops and restaurants0 Additionally! more than 7$ of traders are temporary

citiGens! primarily Han Chinese! and a ma4ority of them rent out accommodations from

indigenous proprietors0 These outcomes e1plain that the society of local minorities and their

culture are *uic2ly changing as tourism increases =&alaGar! #$.7! p0 0

2.3 *ourism ,nvironment o# China

2.3.1 Chinese Environment of Building (In Contet of the Current Building Boom!

In #.stcentury! China has ta2en ur'aniGation it to an unparalleled e1tent in human

history0 ?cEinsey lo'al Institute report indicates that 'y #$#7! China @ill ha"e ##.! tier #

and tier 3 cities of o"er one million residents! #3 of more than 7 million and eight mega cities

of .$ million0 /"er the ne1t #$ years! China @ill 'uild a space e*ui"alent of 7$!$$$ ne@

s2yscrapers =Tourism ?ar2et in China! #$.5! p0 7>0

,pper class standards in China caused increase in energy demand such as hot @ater!

lightening! heating and cooling! increased usage of computers! office electronic e*uipment

and appliances0 This means that @ith the gro@th in tourism and hospitality sector! Chinese

go"ernment and hospitality industry has to consider these issues for pro"iding 'etter


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Culture and History in China .3

opportunities to the tourism industry for de"elopment @ith the ecofriendly options

=-n"ironmental ?anagement of Tourist ro@th in China #$..! p0 .8>0

2.3.2 Basic Environmental Challenges for the "os#italit$ Industr$

Chinas hospitality industry can anticipate that energy and resources scarcity @ill

influence the gro@th policies in hotels and tra"el and tourism sector0 Hotel industry ha"e a

chance to react proacti"ely to challenges regarding the en"ironment 'y managing the demand

and supply re*uirements! ecological 'uilding structures! training of employees in green

construction procedures! and technological impro"ement =&u! #$..! p0 .530 These

sustaina'le options can ta2e hospitality on the frontline of Chinas current 'uilding 'oom0

(ollo@ing are the 2ey issues that ha"e concerned the tourism and the hospitality industry of

China:

#030#0. ;ater &carcity

China possesses nearly #$ of @orlds population! @hile it has merely 9 of the

@orlds @ater resources0 .8 of the Chinese @ater resources are de"oted to the construction

sector0 &tandard @ays for sa"ing the @ater can 'e attained 'y a reformed @ater distri'ution

systems! effecti"e o'ser"ing and monitoring! @ater metering and "isi'le efforts of spreading

a@areness in citiGen =6i! %uegang K %iaodong! #$.5! p0 77>0

#030#0# Indoor Air 6uality ?anagement

/ne of the 2ey distractions for the tourists in China is the poor *uality of indoor air

*uality0 &A)& declare China the epicentre or en"ironmental diseases in mid #$$$s! a negati"e

image! @hich the country tried to manage =himire! #$.3! p0 3.>0 A su'stantial dra@'ac2 for


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the hospitality sector is conse*uently the poor air purity pro"ision =-n"ironmental

?anagement of Tourist ro@th in China #$..! p0 .D>0

2. *ourism Industr% and bene#its #or -ocals

ChiLyi! )ong and 6in'in =#$$3> analysed Chinas International Tourism under

-conomic Transition: +ational Trends and )egional isparities and analysed the domestic

trends of Chinas international tourism from .D! the local sector has made a huge progress amid regional Chinese tourists0

(or e1ample! olden ;ee2 is a se"en day national holiday attracting many tourists each year

@hich creates 'usiness opportunities or the locals0

2.%.1 &rends in "os#italit$ and &ourism 'aret in China

There are fi"e core trends in the hospitality and tourism mar2et in China @hich create

opportunities for Chinese locals in terms of 'usiness opportunities:


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#050.0. e"elopment @ill i"ersify in ?ultiple Business &egments

There are many other sectors that are associated @ith tourism industry and @ill

e1pand up to ne1t decade0 The changing trends in this industry re"eal that many 'usiness

small 'usiness opportunities ha"e opened their doors for middle class as @ell0

#050.0# Consolidation in High and ?id&cale i"isions

uring the past fe@ years! significant amount of in"estment has occurred in many

sectors of hospitality industry 'ut the past fe@ decades @ere accompanied 'y dominance of

higher income group in the 'usiness acti"ities 'ut the current trends and 'usiness

opportunities ha"e opened doors for middle class in terms of gro@th =Chinas hospitality

industry)ooms for gro@th #$.3! p0 #>0

#050.0 Change in the Lifestyle

e"eloping economy of China has created a huge midclass @hich is see2ing the

higher *uality of lifestyle ser"ices0 The percentage of tourism carries out for recreation raised

from 3$ to 58 from .DDD to #$.$ and the trend is predicted to sustain in future =Chinas

hospitality industry)ooms for gro@th #$.3! p0 5>0

#050.05 Inno"ations in ?odels and (ormats

To catch @ith the rising demand of recreational tra"ellers! ma4or hospitality 'usiness

chains li2e &tar@ood and ?ariott and 'outi*ues and Clu' ?ed and Banyan Tree are

e1panding their recreational resorts footsteps all o"er China0 The trend is not restricted to

highend lodgings! local 'udgets operati"es! 'ut on the other hand touches highclass

accommodation including resorts! lu1ury facilities! complete tourist pac2ages etc0 =Chinas

hospitality industry)ooms for gro@th #$.3! p0 8>0


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#050.07 Continuous &haping of the ?ar2et 'y o"ernment

(i"e year plan for China identifies the tourism as the core gro@th area to gain an

ad"antage for impro"ing economic and social gro@th0 ?any pro"incial go"ernment

authorities plan to further promote tourism 'y encouraging in direct in"estment in tourism

real estate and tourism industry =Chinas hospitality industry)ooms for gro@th #$.3! p0 9>0

2.%.2 )ocal &ourism and Evolving Business O##ortunities

As defined in the -n"ironmental ?anagement of Tourist ro@th in China =#$..! p0

9>! the ad"antages for the local tourism 'usiness agencies and recreational tra"ellers are as

follo@s:

Increase in demand of Chinese "ehicles and earnings of Chinese locals raise

opportunities for rich logistics and transportation sector in the hotel industry as an

ad"antage for hotel chains0 Local tourism in China follo@s many ne@ trends including ad"enture tourism that

pro"ide opportunities to those li"ing far a@ay from ur'an region0 ad"enture "enues I

China are usually located in the su'ur's or rural areas and the tourism! therefore

pro"ides many small 'usinesses and professions li2e tra"el guides! accommodation in

form of small motels and hotel! lodging ser"ices to the tourists0 The a"erage

percentage of profits in 'udget hotels in China is around 3$ to 5$ today0 )ecreational resorts generally associated @ith the acti"ities li2e scu'a di"ing! gro@ing

in southern China in terms of popularity0 Hainans fi"estar hotels! Chinas e*ui"alent

to Ha@aii! pro"ide mostly to rich tourists of China0

Technology has opened doors for many online 'usinesses as it promotes online

'oo2ing and tra"el plan for ne@ destinations to 'e e1plored0 ?oreo"er! technology

has also impro"ed many areas of tourism li2e construction! interior of the restaurants

and hotels! interaction and modes of interaction @ith the user and safety K security


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for the tourist0 All these areas open opportunities for the locals to in"est in the tourism

sector0

By the a'o"e discussion! it is re"ealed 'y the study that the rising opportunities for

locals in the tourism mar2et in China0 As the de"elopment in tourism and hospitality industry

is progressing! the opportunities lies @ithin multiple sectors and ne@ sectors emerge for the

ad"ancements and gro@th of locals in terms of 'usiness0 ?oreo"er! it is also adding to the

facilities for easing and comforting the li"es of the societies0 +ot only for the 'usiness

community 'ut the indi"iduals @ill 'e 'enefited 'y these opportunities as the rising 'usiness

in tourism industry @ill raise the rate of employment opportunities for the residents0

2." overnment/s Role in 'romoting *ourism in China

The notion of policy has 'een reflected in "arious manners0 lo'al 'usiness

corporations 'ring their competencies and e1ertions to the Chinas sustaina'ility efforts

to@ards the promotion of tourism0

The functions of the go"ernment for promotion of tourism as descri'ed 'y the

Cameron! ?emon! &immons and (lair@eather =#$$.> e1plained that at the le"el of local

go"ernment! the role of go"ernment officials is to descri'e the norm of sustaina'le tourism

promotion into acti"ities0 Local 'odies =istrict and City Councils> perform t@o prime

operations regarding the tourism:

2.*.1 Enabling &ourism +evelo#ment

.0 Assist economic gro@th initiati"es! li2e financing for local Tourism agencies! carry

out and impro"e 'usiness "ia'ility analysis0#0 &upport de"elopment of local recreational acti"ities and destinations! li2e as Goos! art

galleries! par2s and reser"es that contri'ute to the historical picture of China0


21/43

Culture and History in China . reported that Hong Eong is a

fa"ourite site among Chinese out'ound tourists! i0e0 #$ of Chinese citiGen prefer Hong

Eong for tourism! follo@ed 'y the Thailand! @hich is .7 and ?acao! @hich is at .$ =%ie!

#$.7! p0 ..>0 Ho@e"er! ,nited &tates and &outh Africa are also 'enefited most in terms of

out'ound tourism from China in #$.# =Tourism mar2et in China #$.5! p0 8>0

2..3 5e$ &rends in Inbound &ourism of China

By the end of #$.#! "ast num'er of in'ound tourists "isited China for recreational

purposes ho@e"er! 'usiness tra"ellers generally dropped 'y .0 In terms of regions of

in'ound tourism of China! Bei4ing! &hanghai and uangGhou recei"ed the most tourists from

the @orld =Tourism ?ar2et in China! #$.5! p0 7>0 The popularity of &henGhen and uangGhou


25/43

Culture and History in China ##

can 'e seen 'y their closeness @ith Hong Eong0 uilin also noted the fastest de"elopment in

international arri"als throughout the same duration =Li4uan et al0 #$.3! p0 .8>0

2.( Communit% 'artici0ation in *ourism )evelo0ment

A recent research conducted 'y &tone and &tone =#$.$! p0 D9> lay great emphasiGe on

the significance of local people in"ol"ement in de"eloping tourism industry0 The author

stated that the success of tourism is highly dependent on the cooperation and good@ill of the

local community people as they constitute as one of the most important part of tourism0

?oreo"er! the author also argues that if tourism planning and de"elopment are not aligned

@ith local capa'ilities and aspirations! it can damage the potential of the industry0 In the end

the author concluded that there are different methods in @hich local people of a community

can 'e indulged in tourism acti"ities0 Therefore! it is crucial that @hether local should 'e a

part of tourism de"elopment or not0 Ho@e"er! there is crucial aspect that relates that the

community gains an immense ad"antage @hen in"ol"ed in de"elopment process0 As local

in"ol"ement is usually considered as an important factor in achie"ing success of de"elopment

pro4ects! it is no@ 'eing included in "arious policies pertaining to go"ernment and +/s0

According &e'ele =#$.$! p0 .38>! ma4ority of the organiGations ha"e focused on

attaining local participation in their specific programs @hich e"entually results in the pro4ect

'eing 'etter and effecti"e0 Ho@e"er! in reality there is no single form of local participation!

thus the term may often 'e used inappropriately0 ?urphy =#$.3! p0 .$5> asserted that there is

an uncritical method in @hich local participation is practiced and conceptualiGed @hich

attains increasing attention0 ifferent authors ha"e analysed the "arious methods through

@hich local people and communities can 'e incorporated in tourism acti"ities0 (or instance

-shli2i and Ea'oudi =#$.#! p0 333>! made a clear difference 'et@een in"ol"ement in the

'enefits of tourism and participation in decision ma2ing process0


26/43

Culture and History in China #3

?oreo"er! Pretty =.DD7> has de"eloped a clearer typology of local participation in

de"elopment pro4ects! primarily focusing on the agricultural sector0 This typology @as

'eneficial in many de"elopmental pro4ects0 This similar concept @as later implemented 'y

(rance =.DD to analyse the conte1t of tourism industry de"elopment0

Ta'le .: /"er"ie@ typologies of participation

The a'o"e ta'le gi"es o"er"ie@ of different typologies of community and local

participation0 Both the authors ha"e focused on the passi"e form of participation through

@hich the community does not ha"e any opinion in the pro4ect planning and are also not

su'4ected to any 'enefits0 Through different steps such as consultation and other types of

participation! the highest stage of community participation is regarded as selfmo'iliGation0


27/43


uring this phase! the local communities and local people ha"e fill authority in the decision

ma2ing process including its e1ecuting and 'enefits0

?oreo"er! there are "arious constraints to community and local participation in

tourism industry0 Beaumont and redge =#$.$! p0 9> stated t@o different opinions regarding

the difficulties in the in"ol"ement of local people in tourism de"elopment0 The first opinion

re"ol"es around the fact that all communities are heterogeneous in nature0 A specific

community incorporates "arious types of people! usually @ith different aspirations and

une*ual positions0 This usually results in an une*ual opportunity of community people to

in"ol"e in tourism acti"ities0 It has also 'een researched that community mem'ers possessing

high status ha"e greater chances to participate and in"ol"e in tourism de"elopment0 Ho@e"er!

they @ould not act in the 'est interest of other mem'ers of the community =Lee! #$.3! p0 39>0

The ma4or *uestion remains unaddressed as ho@ and @ho should 'e in"ol"ed in the local

community0

/n the other hand! second opinion that @as identified 'y the author re"ol"es around

the fact that different communities usually possess lo@ amount of information! po@er and

resources0 This often results in difficulties in reaching out the mar2et0 Therefore! community

is largely dependent on other "arious sta2eholders! thus ma2ing them "ulnera'le0 Based on

the research of &outh African tourism industry! ;ang et0al =#$.$! p0 97D> highlighted the

same opinions as presented a'o"e and in addition of t@o more constraints of in"ol"ement

@hich can 'e implemented in multiple settings0

It has also 'een noted that the local communities do not o@n the natural resources and

land! thus @hen these resources are possessed 'y outsiders! the locals ha"e limited access

pro"ided 'y the o@ners0 Another ma4or constraint that @as identified @as that ma4ority of the


28/43


poor communities ha"e issues in attracting resources and capital to de"elop infrastructure and

facilities @hich are necessary for tourism de"elopment0

A more indepth analysis regarding the difficulty of community participation @as

presented 'y &e'ele =#$.$! p0 .38>0 The author differentiated 'et@een three primary

categories of limitations0 The first limitation is categoriGed under operational le"el0 This

in"ol"es the centraliGation of tourism administration @hich results in high difficulty for the

local community to get in"ol"ed including lac2 of coordination 'ecause of the fragmented

tourism industry0 The second type of limitation is 2no@n as structural limitations in local

participation @ith regards tourism de"elopment0 /ne of the categories of structural

limitations is the attitude of professional indi"iduals @ho are usually not focused on

de"eloping negotiation @ith locals0 Another structural limitation is there is an a'sence of a

specific legal system in ma4ority of the de"eloping countries in order to safeguard the rights

of local people and communities0 /ther types of structural limitations includes dominance of

the elite class in tourism de"elopment and lac2 of financial and human resources in tourism

de"elopment0

?oreo"er! it has also 'een researched that community participation is time

consuming process and re*uires high amount of cost in the form of in"estments0 The other

constraints as highlighted 'y Beaumont and redge =#$.$! p0 9> includes =.> cultural

limitations! @hich focuses on less a@areness of the local community @ith respect to social

culture! =#> Political and =3> -conomic conse*uences of tourism de"elopment0 ue to these

reasons! the 'enefit of participation is relati"ely lo@0 According to ?urphy =#$.3! p0 .$5>!

ma4ority of the indi"iduals in Yogya2arta! Indonesia did not considered the in"ol"ement in

tourism planning as a significant phenomenon0


29/43


2.6.1 Benefits of local Communit$ on &ourism Industr$

Ho@e"er! there are "arious ad"antages and 'enefits of local community on tourism

industry0 /ne of the main focuses of sustaina'le tourism is that the industry =tourism>

considers the aspirations! "ie@s and opinions of the host community0 The support of local

community for tourism promotion and de"elopment is important and trust@orthy community

in"ol"ement and participation can impro"ise the tourists e1perience0 According to &e'ele

=#$.$! p0 .38>! @hen a particular community participates in decision ma2ing process of

tourism de"elopment! it automatically 'ecomes a proacti"e mem'er and ta2es special

o@nership of the particular tourism de"elopment0 ?oreo"er! the economic 'enefits of tourism

industry are constantly 'eing appreciated 'y local indi"iduals and local communities0 There

are many ad"antages of tourism 'usiness in de"eloping a "alued and respected partner of

local economy and community:

Positi"e contri'utions to@ards community de"elopment assist in impro"ising

relationship @ith local communities and simultaneously minimiGe the ris2 of future

conflicts and issues0

Constant support to community de"elopment can impro"ise reputation and de"elops

effecti"e pu'licity0

Positi"e contri'utions to community de"elopment can impro"ise appro"al from guest

and other indi"iduals @ho are @orried regarding local community @elfare0

/ffers many 'enefits to local indi"idual including sources of li"elihood0

Impro"ising economic association @ith local indi"iduals! communities and 'usinesses

supports the sustaina'ility of tourism industry0


30/43


2. *heoretical and Conce0tual rameork

(igure .: Conceptual (rame@or2

The a'o"e conceptual frame@or2 has categoriGed the independent and dependent

"aria'le of the research and also highlights the different factors that ha"e an impact on

tourism industry of China0 The independent "aria'les are classified under =.> Community

in"ol"ement in tourism acti"ities and =#> )elationship *uality @ith the sta2eholders0 The

community in"ol"ement includes different significant factors such as 2no@ledge sharing!

empo@erment! participation in decision ma2ing and le"el of 2no@ledge regarding tourism

industry0 ?oreo"er! relationship *uality @ith sta2eholders includes the factors such as trust!

commitment and satisfaction0 /n the other hand! the dependent "aria'le of the study is the

tourism industry of China @hich includes the impact of social! economic! en"ironmental and

cultural impacts on tourism0


31/43



32/43

Culture and History in China #D

In this study the social phenomena under consideration are history and culture of

China and tourism industry in China0 The aim is to analyse the impact of culture and history

of China in relation to the 'enefits of locals in promoting the tourism industry0 &ince the

su'4ect matter of phenomena under consideration! i0e0 relationship 'et@een 'oth phenomena

to understand impact of the former on later! is *ualitati"e in nature upon @hich methods and

techni*ues of natural sciences are not applica'le therefore the underlying epistemological

consideration underta2en in this study is interpreti"ism0

3.3 Ontological Considerations

/ntological considerations of social research deal @ith the nature of relationship

'et@een the social phenomena under consideration and related social actors0 The parado1 is

@hether social realities are e1ternal to social actors or social realities are social constructions

de"eloped 'y actions and 'eha"iours of social actors0 /'4ecti"ism is an ontological position

that states that social phenomena are e1ternal realities to social actors and they are

independent from the influence of social actors and related meanings0 /n the other hand and

in contrast to o'4ecti"ism! constructionism is an ontological position that states that social

phenomena are social constructions that de"elop and are in a constant state of change due to

the influence of social actors0 &ocial phenomena are no independent from social actors and

their related meanings =&ome2h and Le@in! #$..>0

The social phenomena under consideration of this study are history and culture of

China and tourism industry of China and related social actors are locals and go"ernment

in"ol"ed in cultural tourism industry @hich include go"ernment agencies and authorities and

the locals that reside in cultural tourism locations in China0 The researcher assumes that the

relationship 'et@een the social actors and social phenomena is not independent and that

social phenomena under consideration is de"eloped and faces continuous changes in relation


33/43

Culture and History in China 3$

to the actions and 'eha"iour of social actors and their related meaning0 Thus! the chosen

ontological assumption in this research is constructionism 'ecause it matches the e1isting

relationship0

3. Research A00roach

)esearch approach refers to the @ay a researcher approaches social phenomena and

determines the scope of the research0 Important aspects of research approach are to

understand and ma2e choices a'out staring from general o'ser"ations to ma2e specific

conclusions or starting from specific o'ser"ations and ma2e general conclusions0 There are

t@o types of research approaches0 If the research 'egins @ith collection general information

and @or2s his @ay to ma2e specific o'ser"ations and conclusions it is called inducti"e

approach0 This approach is also 2no@n as topdo@n approach0 This approach is typically used

to test e1isting theories0 The other research approach is called deducti"e reasoning or

deducti"e approach in @hich the researcher 'egins @ith ma2ing specific o'ser"ations and

@or2s his @ay to dra@ general conclusions0 It is also called 'ottomsup approach0 This

approach is typically used to de"elop theories =Pasian! #$.7! p03.9>0

In this research the aim is to e1plore the impact of culture and history of China on

tourism industry 'y studying the relationship 'et@een the t@o0 The researcher aims to dra@

specific o'ser"ations 'y analysing e1isting studies focusing the same and then dra@ general

conclusions a'out @hat e1isting research literature indicates a'out this relationship0 This

implies that the 'etter research approach for this study 'et@een t@o opposing reasoning is

deducti"e reasoning or the 'ottomsup approach0


34/43

Culture and History in China 3.

3." Research $trateg% $econdar%

)esearch strategy refers to the choices made 'y researcher @ith respect to nature of

data to 'e collected for the research and the nature of methods and techni*ues to 'e used in

the research0 (undamentally there are t@o types of research strategies primary and secondary0

In primary research the researcher collects firsthand information 'y using research

instruments or data collection methods and then applies suita'le data analysis techni*ues to

deri"e meaningful information0 In secondary researcher the researcher analyses e1isting

research studies and critically analyses their results and findings to dra@ results and

conclusions for current study0 The results of secondary research are deri"ed from results of

already e1isting studies and thus it is often and 4ustifia'ly called re"ie@ of e1isting literature

=Bryman! #$.#! p03.#>0

In this study in order to e1plore the impact of history and culture of China on tourism

industry of Chinas in relation to 'enefits of local people the researcher aims to conduct

secondary research0 The researcher chose secondary research 'ecause due to limited 'udget

and time a"aila'le for this study the researcher cannot afford e1tensi"e tra"elling to China

and collect first information from related social actors0 Thus the research approach of this

study is secondary research or re"ie@ of e1isting literature0

3.& $am0ling $trateg%

The researcher @ill use electronic data'ases to retrie"e rele"ant research studies0

These data'ases are -B&C/! &cienceirect! -merald and Pro*uest0 In order to retrie"e

research articles 2ey@ords and com'inations of 2ey@ords are searched in the li'raries0 (or

this study the researcher chose follo@ing research 2ey@ords selected from research aims and

o'4ecti"es0


35/43

Culture and History in China 3#

ata'ases

-B&C/

&cienceirect

-merald

Pro6uest

Eey@ords

Culture of China

History of China

Tourism industry in China

Cultural Tourism 'enefits

)elationshipRimpact

;hen researcher searched aforementioned 2ey@ords in data'ases the search *ueries

retrie"ed huge num'er of articles many of @hich @ere not rele"ant to research aim0 ue to

'udget and time constraints the researcher decided to filter do@n research articles on the 'asis

of follo@ing criteria:

Inclusion Criteria: are used to ensure that search *ueries retrie"e research articles

@hile maintaining specificity and sensiti"ity0 &pecificity refers to the a'ility of search *uery

to retrie"e comprehensi"e results =-mmel! #$.3! p0#9>0 This means that search *uery

retrie"es all articles that ha"e important information for re"ie@ and ensure that this important

information is not missed0 &ensiti"ity refers to the a'ility of search *uery to retrie"e rele"ant

articles @ith respect to the aim of the re"ie@0 This is done to ma2e sure that irrele"ant

information and articles are not re"ie@ed and presented in results of the re"ie@0 In order to

maintain high le"el of specificity and sensiti"ity in search strategy inclusion criteria are used

=Eara! #$.7! p0...>0 (ollo@ing inclusion criteria @ere used in this research

)esearch articles pu'lished from year #$$$ to current year #$.7 are included and

studies pu'lished prior to #$$$ @ere re4ected

&tudies focusing on impact of history and culture of china on tourism industry of

china in the perspecti"e of 'enefits to the locals are included in the study

&tudies in -nglish language are included in this re"ie@

&tudies that are a"aila'le free of cost are included in this re"ie@


36/43


After applying these criteria the researcher @as a'le to filter do@n huge search results

into "ia'le num'er of studies @hile ensuring specificity and sensiti"ity in the results and

findings of this re"ie@0

3.( )ata Anal%sis techni4ue5 Content Anal%sis

There are "arious *ualitati"e data analysis techni*ues among @hich most popular are

thematic analysis! content analysis! and grounded theory0 Content analysis is a techni*ue that

is used to analyse certain concepts in a te1t or set of te1ts0 It is used for ma2ing "alid and

replica'le inferences from data into their conte1ts0 It is a method that ena'les researchers to

e"aluate research findings systematically @ith respect to the sym'olic and actual content of

te1ts =)itchie! Burns! and Palmer! #$$7! p0.D.>0 )itchie! Burns! and Palmer also ga"e

e1ample for content analysis 'eing used for studying effects of impact on readers perception

'y ne@spaper co"erage0 Thus content analysis is a useful techni*ue to analyse results and

findings of research articles to deri"e meaningful results for literature re"ie@0 &ince the aim

of this study is to study the impact of history and culture of china on tourism industry in

China therefore the researcher chose to employ content analysis to e"aluate the research

articles retrie"ed from search in the data'ases and deri"e meaningful findings for research0

3. ,thical Consideration

-thics in research field! using data! and interpreting results as @ell as analytical

methods conducted 'y researchers ha"e gained increasing significance in *ualitati"e research

discourse0 +o"el issue emerge and researchers continuously de"elop ne@ tools to produce

accepta'le 2no@ledge @ith high relia'ility and "alidity0 This means that researchers are

increasingly 'ecoming responsi'le for 2no@ledge they produce and ho@ they produce it0

-thical considerations refer to principles and moral "alues that researchers underta2e


37/43


throughout the research process to sho@ integrity @ith research community and research

participants =?iller! et0al! #$.#! p075>0 There has 'een a rapid increase in the go"ernance and

regulations pertaining to research ethics and conse*uently it has 'ecome highly important for

researchers to e1plain and discuss all ethical considerations that they underta2e during their

research processes0

In this re"ie@ in order to sho@ integrity @ith fello@ researchers the foremost ethical

consideration underta2en is paying respect and proper credit to the @or2 of other authors

through Har"ard referencing system0 ,sing results and findings of other researchers and

presenting as their o@n is 2no@n as plagiarism @hich is considered to 'e a serious academic

offense0 &ince this is a literature re"ie@ therefore referencing is critical to the relia'ility and

"alidity of the results and findings of this study0 &ince there are no human participants in this

study therefore "arious other ethical considerations such as no harm principle! confidentiality!

and anonymity are not applica'le0

3.6 Reliabilit% and 7alidit%

)elia'ility and "alidity of research is critical aspect to 'e esta'lished 'y researchers0

)elia'ility and "alidity of secondary research are as important as they are in primary research

studies therefore researchers must discuss and esta'lish these aspects in their results and

findings so that they can 4ustify their research0 )elia'ility of a *ualitati"e research can 'e

defined as the e1tent to @hich methods and techni*ues applied in the research can 'e

replicated 'y other researchers at another point of time0 alidity of the results and findings of

a *ualitati"e research can 'e defined as the e1tent to @hich methods and techni*ues applied

'y the researcher @ould produce similar results if conducted 'y other researchers at another

point of time0 The definitions sho@ that relia'ility and "alidity are highly dependent upon the

methods and techni*ues i0e0 data collection methods and data analysis techni*ues applied in


38/43


the study0 Thus they are also highly dependent upon the a'ility of the researcher to choose

methods and techni*ues =Thyer! #$$D! p0378>0

In this study the relia'ility of the results and findings can 'e reflected 'y the fact that

re"ie@er has fully defined data'ases! 2ey@ords! and inclusion and e1clusion criteria so that

other researchers can use them to conduct similar methods of data collection or in other

@ords to retrie"e research articles for the literature re"ie@0 (urthermore! the data analysis

techni*ue used in this re"ie@ is content analysis @hich is a @ellesta'lished techni*ue @ith

e1plicit procedures that are follo@ed to deri"e meaningful results0 Thus it is assumed that

there reasona'ly high degree of relia'ility and "alidity in the results and findings of this

re"ie@0 Ho@e"er! if 2ey@ords! inclusion criteria! or any other feature is changed then it is

highly li2ely that "alidity @ill 'e compromised0

3.18 Conclusion

This chapter presented philosophical assumptions and concludes that interpreti"ism is

'est epistemological position for this study in addition this chapter concluded that

constructionism is more suita'le ontological position for this study0 The research approach

underta2en 'y this study is deducti"e reasoning or topdo@n approach0 The research strategy

chosen for this study is the secondary research 'ased on re"ie@ of research articles retrie"ed

form electronic data'ases0 &earch *ueries! 2ey@ords! and inclusion criteria ha"e 'een fully

e1plained0 The chapter also concluded that most suita'le data analysis techni*ue for this

re"ie@ is content analysis0 The chapter also presented discussion on ethical considerations

underta2en 'y the researcher and highlighted that Har"ard referencing style has 'een adopted

to reflect integrity @ith research community0 (inally the chapter presented discussion of

"alidity and relia'ility in the results and findings of this re"ie@ and concluded that there is a

fair degree of relia'ility and "alidity0


39/43


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