Documente Academic
Documente Profesional
Documente Cultură
Tourism
[Name of University]
[last month of quarter you plan to graduate] 20XX
Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Contextual Background....................................................................................................2
1.3 Research Aims and Objectives.........................................................................................3
1.3.1 Research Objectives...................................................................................................3
1.4 Research Questions..........................................................................................................4
1.5 Rationale of the Study......................................................................................................4
1.6 Problem Statement............................................................................................................5
1.7 Structure of the Dissertation.............................................................................................6
CHAPTER 2: LITERATURE REVIEW....................................................................................8
2.1 Culture of China and Tourism..........................................................................................8
2.2 History of China and Tourism........................................................................................11
2.3 Tourism Environment of China......................................................................................12
2.3.1 Chinese Environment of Building (In Context of the Current Building Boom).....12
2.3.2 Basic Environmental Challenges for the Hospitality Industry................................13
2.3.2.1 Water Scarcity................................................................................................13
2.3.2.2 Indoor Air Quality Management...................................................................13
2.4 Tourism Industry and benefits for Locals.......................................................................14
2.4.1 Trends in Hospitality and Tourism Market in China...............................................14
2.4.1.1 Trend 1: Development will diversify in multiple business segments............15
2.4.1.2 Trend 2: Consolidation in high and mid-scale divisions...............................15
2.4.1.3 Trend 3: change in the lifestyle.....................................................................15
2.4.1.4 Trend 4: Innovations in models and formats.................................................15
2.4.1.5 Trend 5: Continuous shaping of the market by Government........................16
2.4.2 Local Tourism and Evolving Business Opportunities.............................................16
2.5 Governments Role in Promoting Tourism in China......................................................17
2.5.1 Enabling Tourism Development..............................................................................17
2.5.2 Managing Negative Social and Environmental Influences......................................18
2.5.3 Government Initiatives in Promoting Tourism in China..........................................18
2.6 Tourism and Economic Development in China..............................................................19
2.6.1 Tourisms Contribution to the Economic Development..........................................21
2.6.2 Key Trends in Outbound Tourism of China.............................................................21
CHAPTER 1: INTRODUCTION
1.1 Introduction
The tourism industry in outgrown extensively serving many small and sub industries
including hotels, logistics, travelling and therefore create many new business opportunities.
According to Zhong et.al (2011, p. 48), the growth rate of tourism in China has increased
after significant reforms were introduced by the government. After the emergence of rich
middle class incomes and less restrictions on movement by the Government of China, the
travel and tourism industry has witnessed an unprecedented period of growth. Moreover,
China is one those countries that has a large outbound and inbound tourist market. According
to Salazar (2015, p. 835), China is regarded as the third most visited region of the world. The
total number of foreign tourists that came to China in 2010 was around 56 million. This
resulted in the foreign exchange income to rise to $45.9 billion which was also regarded as
the fourth largest foreign exchange income to a specific country. On the other hand, the total
number of local tourist were found out to be 1.6 billion and resulted in a total income of $7.8
billion.
As per the survey conducted by WTO (World Trade Organization), by 2020, China
would become the largest tourist destination in the world. With regards to net outbound travel
spending, the country is assumed to be fastest growing economy of the world and has been
able to maintain the second position in world ranking. It has also been researched that the
growing economy of China has resulted in the increase in overall business travel. With regard
to China, the total percentage of sales based on business travel is more (38%) as compared to
UK (28%) and US (21%). Moreover, as per the report of World Travel and Tourism council
(2013), the tourism revenue of China in 2009 was $185 billion (Lijuan, 2013, p.16).
Tourism researchers have researched and concluded that local community people
usually accept and support tourism activities only if it provides socio-economic and
sociocultural benefits along with protection of the environment. Thus, in developing tourism,
the involvement of community and local members in the decision making process and its
implementation is said to be critical. According to Lijuan (2013, p. 16), rural tourism has
become important in developing national tourism policies and has also been highlighted in
the Chinas Tourism development and management master plan (1980-2000). As the main
focus of the tourist is to have a friendly experience, therefore the locals living around the
locality has a strong impact on the tourist destination. Therefore, the involvement of local and
community people towards tourism development is of utmost important as they act as the
main stakeholders and have a direct impact on the overall quality being delivered by the
tourism industry.
To understand how Chinese culture and history is impacting the tourism in China.
To analyse the role played by the government and locals in promotion of cultural
attract tourists. There is a need investigate the relationship between history and culture of
China and tourism industry and the impact it has made on locals of China. Another important
reason for conducting this research can be analysed from the fact that the local peoples
involvement in tourism activities has a direct and positive impact on the overall tourism
industry. According to Ghimire (2013, p. 31), tourism is now considered as the most effective
strategies to promote economic development in the country. It has been researched that
tourism develops high employment and also results in high income. Moreover Zhong et.al
(2011, p. 45) stated that community based tourism development generates significant
advantages to the local community members of the society.
The current research has not only focused on the benefits of local towards tourism
promotion but also has focused on the benefits which the local would attain through tourism
activities. Therefore, there is not much discussion on the fact that whether local should be a
part of tourism development or not. However, there is much debate on how the community
should be involved. As local involvement is usually considered as an important factor in
achieving success of development projects, it is now being included in various policies
pertaining to government and NGOs
because of the less investment and focus of Chinese authorities towards the promotion of
tourism.
Tourism is one of the most important aspects that influence the economy both directly
and indirectly in most countries. Travel and tourism has become a strategic industry in
Chinas development towards the socialist market economy. China is still penetrating new
and better channels through which the tourism industry can strive in local and international
markets successfully (Tourism Market in China, 2014, p. 5). China is facing the new
opportunities and challenges for the growth in the tourism market as compared to the
opportunities and challenges they faced decades before.
China is one of those regions of the world, which is rich in culture and historical
heritage. People around the world take interest in the historical places, like the Forbidden
City, Mount Tai and The great Wall, to visit. The locals are interested in cultural and
historical heritage of the China as well. This rising attention in Chinas cultural diversity is
encouraging an emergent fragment of tourism industry (Walle, 2011, p. 59).
products and services of cultural tourism can be ignored. A substitute of this micro outlook
is offered by the macro-marketing, a perspective that is dedicated to probing the overall
influence of marketing actions and suggesting replacements that are impartial and feasible
(Walle, 2011, p. 67).
Gradually, macro-marketing outlooks are applied when the planning of marketing
strategies are intended. These methods have a significant part to perform whenever cultural
tourism approaches are established and executed. China is a land of an extensive range of
ethnic locals and the tourists have been attracted towards them (Wang & Wall, 2005, p. 9).
Mosou is one of these localities that have established as a sophisticated cultural development
association, which works to assure that the tourism policies and plans are not controlled
merely from top authorities and that they are equal and mirror the needs and desires of the
people. The study appreciated these efforts as a great corporate strategy and an ethical way
that can directly influence stakeholders (Wang & Wall, 2005, p. 9).
Tourism, on a positive note, encourages relations and insights of perspectives between
cultures. On the other hand, on an adverse note, it is simply a bottleneck between cultures.
Unfortunately, it seems like the worst part is common in case of Tibet currently. According to
a report Culture Clash: Tourism in Tibet (2014, p. 24), Tibets mesmerising sites attracted
tourists for centuries. Yet today, the actual tradition of Tibet is commercialized and sold by
the non-inherited occupying Chinese regime. Tibets local are no longer in position of taking
part in controlling or even consulting in any manner in their own towns and cities or the
renovation of their holy pilgrimage places into tourist attractions (Culture Clash: Tourism in
Tibet, 2014, p. 24).
Qingming, Honggang & Wall (2012) stated that numerous Tibetan do not even get
any kind of economic advantage from the local tourism. Qingming, Honggang & Wall (2012)
notified that, most of the jobs generated by tourism growth go to non-resident employees
10
from China. Furthermore, numerous tourists visiting each year need the expansion and
advancement in infrastructure and services on an extent that generally foreign or local
government Chinese firms can fund or invest (Qingming, Honggang & Wall, 2012, p. 27).
The views seen on the Tibetan blog and social media sites reveal that several tourists favour
Chinese tourist service providers and tour guides.
Wang and Wall (2005) analysed cultural tourism: an assessment of marketing
strategies in Dalian, Nanjing and Hainan, China. The essence of the research is that the
Chinese locals have more chances to travel in big cities arranged by the local travel agencies
and the number of tourists is gradually increasing yearly in China (Wang & Wall, 2005, p. 9).
Cultural tourism theme is evolving the modern tourism in China. The research employed a
modest theoretical outline to cultural tourism based on high culture, popular culture, festivals
and special events. The key aim of the research was to analyse the scope of the different
cultures and the highlighted cultural theme in Dalian, Nanjing and Hainan in perspective of
tourism and to assess the significance of regional culture in tourism marketing (Wang & Wall,
2005, p. 9). A question arose by (Wang & Wall, 2005, p. 9) is How and what features of
culture is being promoted contrarily in Dalian, Nanjing and Hainan? The outcomes of the
study propose that high culture, particularly historical inheritance, is substantial in Nanjing
tourism, popular culture is vigorous in tourism within the Hainan, and festivals and special
events are major features in Dalian tourism (Wang & Wall, 2005, p. 9). Regional culture is
extremely vital in tourism and is highlighted and showed by vibrant images of people, events
and buildings by words and images for tourism marketing. Though, it is tough to reach to a
conclusion that the prime emphasis of the trips is undergoing culture (Wang & Wall, 2005, p.
9).
While analysing A Cultural Perspective on Wildlife Tourism in China Qingming,
Honggang & Wall (2012, p. 34) stated that Chinas residents have a specific opinion
11
concerning relation of tourists and nature or wildlife. The Chinese are intended to think that
animals will not be influenced much in attracting tourist from around the world. Researchers
debate through scientific studies that tourism has damaging impacts on wildlife, but Chinese
tourism managers and the mass media as well, have a perception that being close to wildlife
shows a pleasant state amongst humans and animals (Qingming, Honggang & Wall, 2012, p.
27).
12
Yamamura, Zhang & Fujiki (2006, p. 117) analysed the social and cultural impact of
tourism development on world heritage sites, particularly the Old Town of Lijiang, China.
The study is aimed to clarify the associated social impact on the city caused by being
registered as a World Heritage Location and its conversion as a tourist destination. As a part
of an analysis of the issue regarding the rapid growth of tourism and its pressure on World
Heritage Places, this research tried to elucidate the problems faced by the tourism industry at
the Old Town of Lijiang, Yunnan, China by focusing on local tourism providers (Yamamura,
Zhang & Fujiki, 2006, p. 117). Salazar (2015) revealed that in recent times the usage of
historic buildings has significantly transformed. Now, over the 90% of the shops are touristbased souvenir shops and restaurants. Additionally, more than 50% of traders are temporary
citizens, primarily Han Chinese, and a majority of them rent out accommodations from
indigenous proprietors. These outcomes explain that the society of local minorities and their
culture are quickly changing as tourism increases (Salazar, 2015, p. 835).
13
opportunities to the tourism industry for development with the eco-friendly options
(Environmental Management of Tourist Growth in China 2011, p. 16).
14
the hospitality sector is consequently the poor air purity provision (Environmental
Management of Tourist Growth in China 2011, p. 19).
15
16
17
for the tourist. All these areas open opportunities for the locals to invest in the tourism
sector.
By the above discussion, it is revealed by the study that the rising opportunities for
locals in the tourism market in China. As the development in tourism and hospitality industry
is progressing, the opportunities lies within multiple sectors and new sectors emerge for the
advancements and growth of locals in terms of business. Moreover, it is also adding to the
facilities for easing and comforting the lives of the societies. Not only for the business
community but the individuals will be benefited by these opportunities as the rising business
in tourism industry will raise the rate of employment opportunities for the residents.
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3. Indorse events like traditional or sporting carnivals for attracting more tourist and
branding China as a sustainable option or tourism.
2.5.2 Managing Negative Social and Environmental Influences
1. Control tourism progress; for instance, standardize environment, health and safety
measures.
2. Planning facilities like transportation systems, wastage management, and sewerage or
drainage.
3. Observe tourism growth and trends like feedback surveys from visitors and ecological
look after.
2.5.3 Government Initiatives in Promoting Tourism in China
Government to Government Initiatives: these involve voluntarily promotion, market
centred prospects to energy efficacy in building sectors. US-China ecological construction
sponsored by US-AID and shared venture the URBN hotel groups to develop the green
environment friendly hotel in China are its example (Tourism Market in China, 2014, p. 5).
Scientific Expertise: China energy group at US department of Energys Lawrence
Berkely National lab led an analytical research on Chinese building energy and supports the
Chinese government in developing technical standards for governing building energy use
(Nyri, 2011, p. 65).
Global Alliances Partnerships: the alliance initiated and applied several programs
such as Global Climate and Energy Policy, Clinton Climate Initiative, the Energy Foundation,
China Business Council for Sustainable Development, China Academy of Building Research
(Chen, Lehto & Cai, 2013, p. 284).
Research and Think-Tanks: The world resources institute assists the US-China clean
energy research centre for developing and building energy efficiency improvements. The
China building program and China sustainable energy program widely contributes and
19
supports for the development of sustainable building sectors (Heung & Kucukusta, 2013, p.
346).
China Green Building Council: CGBC gets assistance from US Green Building
Council, the US Department of Energy and its founders and members. CGBC issues an
annual Green Building Report and has helped in organizing the sixth annual international
building energy efficiency and Green Building Symposium hosted in Beijing (Environmental
Management of Tourist Growth in China 2011, p. 30).
20
Pedrana (2013, p. 91) studied local economic development and tourism policies with
respect to sustainability and culture. Like every economic activity, which affects the growth
of an industry, tourism has to be managed in a certain way and in some particular framework.
The primary part that tourism performs in economic development is very significant. Public
organizations have to be aware about the dimensions of the areas and attempt to support its
expansion and growth (Tourism Market in China, 2014, p. 5). However, if it is not managed
effectively the local resources may be damaged by tourist. Regional policies of tourism for
sustainability are crucial for the development and improvement of local areas in future.
Government interference has to proclaim developments for the local economic progress,
particularly with respect to sustainability (Qi, Xuegang & Xiaodong, 2014, p. 55).
Songhong (2002) investigated the economic impact of tourism in China. During the
last few decades, inbound and local tourism have attained sustainable development in China.
Tourism has progressed and its contributions are very considerable towards the economy and
social upgradation. The contributions are based on direct and indirect rise in production,
labour wages, employment, imports and indirect tax etc. Past trends in many researches
revealed that the local tourist spending has a huge influence on economy in terms of overall
GDP of China.
21
In 2014 the travel and tourism industry of China contributed directly to the economy
up to 2.6% of the total GDP and it is anticipated to rise by 6.7% by the end of 2015 and an
increase of 6% annually in direct contribution of tourism industry to GDP from 2015 to 2025
(Salazar, 2015, p. 835). The total contribution of tourism comprises of extensive effects like
the secondary and induced effects on the economy. The indirect contribution includes, travel
and tourism investment and spending in activities like buying planes and building of new
hotels for usage in tourism, government and tourism sectors shared spending on on larger
aspects of the society, like tourism marketing and promotion, aviation, administrations etc.,
and domestic procurements of products and services by the businesses, which are involved in
the tourism sector (Salazar & Zhang, 2013, p. 81). The total contribution of tourism and
travel industry in the GDP of a country in 2014 was 9.4% of total GDP and forecast to
increase by 7.5% in 2015 and 6.2% by 2025 (Salazar, 2015, p. 835).
22
can be seen by their closeness with Hong Kong. Guilin also noted the fastest development in
international arrivals throughout the same duration (Lijuan et al. 2013, p. 16).
23
24
During this phase, the local communities and local people have fill authority in the decision
making process including its executing and benefits.
Moreover, there are various constraints to community and local participation in
tourism industry. Beaumont and Dredge (2010, p. 7) stated two different opinions regarding
the difficulties in the involvement of local people in tourism development. The first opinion
revolves around the fact that all communities are heterogeneous in nature. A specific
community incorporates various types of people, usually with different aspirations and
unequal positions. This usually results in an unequal opportunity of community people to
involve in tourism activities. It has also been researched that community members possessing
high status have greater chances to participate and involve in tourism development. However,
they would not act in the best interest of other members of the community (Lee, 2013, p. 37).
The major question remains unaddressed as how and who should be involved in the local
community.
On the other hand, second opinion that was identified by the author revolves around
the fact that different communities usually possess low amount of information, power and
resources. This often results in difficulties in reaching out the market. Therefore, community
is largely dependent on other various stakeholders, thus making them vulnerable. Based on
the research of South African tourism industry, Wang et.al (2010, p. 759) highlighted the
same opinions as presented above and in addition of two more constraints of involvement
which can be implemented in multiple settings.
It has also been noted that the local communities do not own the natural resources and
land, thus when these resources are possessed by outsiders, the locals have limited access
provided by the owners. Another major constraint that was identified was that majority of the
25
poor communities have issues in attracting resources and capital to develop infrastructure and
facilities which are necessary for tourism development.
A more in-depth analysis regarding the difficulty of community participation was
presented by Sebele (2010, p. 136). The author differentiated between three primary
categories of limitations. The first limitation is categorized under operational level. This
involves the centralization of tourism administration which results in high difficulty for the
local community to get involved including lack of coordination because of the fragmented
tourism industry. The second type of limitation is known as structural limitations in local
participation with regards tourism development. One of the categories of structural
limitations is the attitude of professional individuals who are usually not focused on
developing negotiation with locals. Another structural limitation is there is an absence of a
specific legal system in majority of the developing countries in order to safeguard the rights
of local people and communities. Other types of structural limitations includes; dominance of
the elite class in tourism development and lack of financial and human resources in tourism
development.
Moreover, it has also been researched that community participation is time
consuming process and requires high amount of cost in the form of investments. The other
constraints as highlighted by Beaumont and Dredge (2010, p. 7) includes (1) cultural
limitations, which focuses on less awareness of the local community with respect to social
culture, (2) Political and (3) Economic consequences of tourism development. Due to these
reasons, the benefit of participation is relatively low. According to Murphy (2013, p. 104),
majority of the individuals in Yogyakarta, Indonesia did not considered the involvement in
tourism planning as a significant phenomenon.
26
effective publicity.
Positive contributions to community development can improvise approval from guest
and other individuals who are worried regarding local community welfare.
Offers many benefits to local individual including sources of livelihood.
Improvising economic association with local individuals, communities and businesses
supports the sustainability of tourism industry.
27
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CHAPTER 3: METHODOLOGY
3.1 Introduction
This chapter presents methodological considerations of this study. The chapter begins
with philosophical assumptions undertaken in this study followed by research approach and
research strategy employed. This is followed by inclusion and exclusion criteria used to
gather literature from various electronic databases. This chapter then continues to explain
data analysis technique and sampling for secondary data collection. Finally, the chapter
presents ethical considerations adopted by the researcher of this study and the chapter ends
with discussion of reliability and validity of this study.
29
In this study the social phenomena under consideration are history and culture of
China and tourism industry in China. The aim is to analyse the impact of culture and history
of China in relation to the benefits of locals in promoting the tourism industry. Since the
subject matter of phenomena under consideration, i.e. relationship between both phenomena
to understand impact of the former on later, is qualitative in nature upon which methods and
techniques of natural sciences are not applicable therefore the underlying epistemological
consideration undertaken in this study is interpretivism.
30
to the actions and behaviour of social actors and their related meaning. Thus, the chosen
ontological assumption in this research is constructionism because it matches the existing
relationship.
31
Keywords
EBSCO
Culture of China
ScienceDirect
History of China
Emerald
ProQuest
32
Relationship/impact
When researcher searched aforementioned keywords in databases the search queries
retrieved huge number of articles many of which were not relevant to research aim. Due to
budget and time constraints the researcher decided to filter down research articles on the basis
of following criteria:
Inclusion Criteria: are used to ensure that search queries retrieve research articles
while maintaining specificity and sensitivity. Specificity refers to the ability of search query
to retrieve comprehensive results (Emmel, 2013, p.27). This means that search query
retrieves all articles that have important information for review and ensure that this important
information is not missed. Sensitivity refers to the ability of search query to retrieve relevant
articles with respect to the aim of the review. This is done to make sure that irrelevant
information and articles are not reviewed and presented in results of the review. In order to
maintain high level of specificity and sensitivity in search strategy inclusion criteria are used
(Kara, 2015, p.111). Following inclusion criteria were used in this research
Research articles published from year 2000 to current year 2015 are included and
china in the perspective of benefits to the locals are included in the study
Studies in English language are included in this review
Studies that are available free of cost are included in this review
33
After applying these criteria the researcher was able to filter down huge search results
into viable number of studies while ensuring specificity and sensitivity in the results and
findings of this review.
34
throughout the research process to show integrity with research community and research
participants (Miller, et.al, 2012, p.54). There has been a rapid increase in the governance and
regulations pertaining to research ethics and consequently it has become highly important for
researchers to explain and discuss all ethical considerations that they undertake during their
research processes.
In this review in order to show integrity with fellow researchers the foremost ethical
consideration undertaken is paying respect and proper credit to the work of other authors
through Harvard referencing system. Using results and findings of other researchers and
presenting as their own is known as plagiarism which is considered to be a serious academic
offense. Since this is a literature review therefore referencing is critical to the reliability and
validity of the results and findings of this study. Since there are no human participants in this
study therefore various other ethical considerations such as no harm principle, confidentiality,
and anonymity are not applicable.
35
the study. Thus they are also highly dependent upon the ability of the researcher to choose
methods and techniques (Thyer, 2009, p.356).
In this study the reliability of the results and findings can be reflected by the fact that
reviewer has fully defined databases, keywords, and inclusion and exclusion criteria so that
other researchers can use them to conduct similar methods of data collection or in other
words to retrieve research articles for the literature review. Furthermore, the data analysis
technique used in this review is content analysis which is a well-established technique with
explicit procedures that are followed to derive meaningful results. Thus it is assumed that
there reasonably high degree of reliability and validity in the results and findings of this
review. However, if keywords, inclusion criteria, or any other feature is changed then it is
highly likely that validity will be compromised.
3.10 Conclusion
This chapter presented philosophical assumptions and concludes that interpretivism is
best epistemological position for this study; in addition this chapter concluded that
constructionism is more suitable ontological position for this study. The research approach
undertaken by this study is deductive reasoning or top-down approach. The research strategy
chosen for this study is the secondary research based on review of research articles retrieved
form electronic databases. Search queries, keywords, and inclusion criteria have been fully
explained. The chapter also concluded that most suitable data analysis technique for this
review is content analysis. The chapter also presented discussion on ethical considerations
undertaken by the researcher and highlighted that Harvard referencing style has been adopted
to reflect integrity with research community. Finally the chapter presented discussion of
validity and reliability in the results and findings of this review and concluded that there is a
fair degree of reliability and validity.
36
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