三城市红色旅游产品分析.doc

Analysis of Chinese Red Educational Tourism Products Based on Comparative Study of Three Chinese CitiesList of TablesTable 1: Tourism Industry Components9Table 2: Categories of Tourism11Table 3: Tourism Reception Data in 200721Table 4: Tourism Reception Data in 200822Table 5: Tourism Reception Data in 200922Table 6: Tourism Reception Data in 201023Table 7: Tourism Reception Data in 201123Table 8: Tourism Scenery Numbers and GDP of Tourism Industry38IntroductionEducational tourism is one product as the development of society. With more and more people realize the importance of education and the reform of education methods, the integration of education and the tourism are emerging. The promotion of educational tourism products is welcomed by Chinese government with the issue of tourism development plan and the proposing of Red educational tourism products. The research will conduct case studies by selecting three cities in China with their own characteristics. The research would rely on the collection of data of secondary resources from the official websites, authorized newspapers so that the research would be more scientific and persuasive. Based on the comparisons of data, the hidden factors that influence the growth of educational tourism products would be discovered. The research also offers strategies on the promotion of educational tourism products in the conclusion part. The limitations and further research directions are also offered in the last chapter of the dissertation. RationalAttracted by the characteristics of Chinese educational tourism, the author chooses this topic as the rationale for the dissertation. Inspired by the knowledge and understandings of the mother country, the author has interests in the research on the prospering of educational tourism products. The changing of educational methods is also one attraction for the author to make studies on this topic. Though there are many studies on the educational tourism in the world, the study on Chinese educational tourism products and the strategies used to exploit the products is still on the air. Therefore, it is necessary to apply the western advanced tourism product theories into the exploit of Chinese educational tourism products. Due to not many researches on Chinese educational and tourism characteristics as well as Chinese cultures, the paper sheds lights on the study of Chinese educational tourism, the idea of which has been proposed by central government of China in the recent years. It also offers research gaps for the further systematically analysis for the cities which are with sufficient tourism resources in China. Whats more, the examination of the practicability of the western educational tourism product theories is also one consideration for studies. Thus, the author believes that the study of Chinese educational tourism is important for both Chinese educational tourism industry and also for the international educational tourism industry. AimTo analyze the Chinese Red Tourism educational tourism marketing products of three representative cities, Kunming, Beijing and Chongqing from the social respective.ObjectivesTo be better understandings Chinese characteristics of the Red Tourism educational products.To figure out the current development situations of Red Tourism educational marketing products of these representative citiesTo understand existing problems of Red educational tourism marketing products of these representative cities To systematically analyse the educational tourism product developments strategies of these three cities.Chapter 1: Literature Review Introduction This part mainly offers some definitions and understandings of these definitions used in this dissertation so that the research would be more objective and scientific. This part follows the discussion steps of the educational tourism, educational tourismmarketing, Chinese educational tourism, previous studies of educational tourism in the world. Specifically, the study of the concept of educational tourism is discussed in the first place. Apart from that, the components of educational tourism and characteristics of educational tourism are discussed. Moreover, the differences among educational tourism and other kinds of tourism are researched in this chapter. Among all the areas of the educational tourism, educational marketing is one of the key perspectives that will be specifically analysed. Understandings on educational tourism products and categories are particularly investigated. This chapter will further evaluate different standing points of the previous studies in this filed and the reviews will function as the starting source for the advanced studies. This chapter will initially offer the essence of educational tourism and educational tourist resources. Later, the studies on educational tourist marketing and products will be discussed. The Tourism Definitions and Functions. Tourism industry is believed to be one of the most popular industries in the world. Take UK for example, the tourism industry, one indispensible factor in string the Britain economy, is estimated to be more than 52 billion a year with the predicated 4% annually growth in the first decades of the 21st century. It is also one industry offers incredibly job opportunities for 1.75 million British people which take on 7% of the entire working force in the UK (Susan, 2001). Educational tourism is one sub-categories of tourism field and this is can be seen from the combination of education and tourism where education functions as the adjective modifying and highlighting the learning and studying experience during a journey. Thus, it is necessary to clarify the denition of tourism first. Some scholars believe that education is one instinct of travel. MacCannell (1992), for example, equals tourist experience to cognitive activities. There is no suspicion that embracing into a new environment is helpful for the fully usages of different senses in the enablement of cognitive, emotional and behavioural abilities (Cohen, 2011). In fact, different orgnanizations and scholars defines tourism from various aspects and highlights different tourist functions as well. The Council for Trade in Service (1998, p.1) of World Trade Organization defines tourism from the economic perspectives as:“Tourism, broadly defined, is regarded as the worlds largest industry and one of the fastest-growing, accounting for over one-third of the value of total world-wide services trade”. Tourism in this sense is one industry offers profits for both tourist employees, companies and other related industries, such as hospitality and construction. The growth of tourism has been motivated by the international economic development which leads to the raising of income levels and the leisure time that people have.On 27 September 1980, World Conference on Tourism was held at the Philippines where more than 200 delegations attended the conference. In the conference, Manila Declaration (1980, p.1) has been issued and has defined tourism as:“Tourism is considered an activity essential to the life of nations because of its direct effects on the social cultural, educational and economic sectors of national societies and their international relations. Its development is linked to the social and economic development of nations and can only be possible if man has access to creative rest and holidays and enjoys the freedom to travel within the framework of free time and leisure whose profoundly human character it underlines.” With more and more people recognize the significance and the benefits that tourism has been brought out, on the Ottawa Conference held in 1991, the tourism (World Tourism Organzation 1995, p.1) has been defined as:“The activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purpose.” This definition has slides to the demanding aspects and implies several standards for classifying the activity of tourism. One is the travelling destinations should be not limited to the environment one is familiar with. The second one is that the duration of the staying outside should be no longer than one consecutive year and the last standard is that there must be certain aims for the travelling. Apart from distinguished international organizations who give definitions on tourism, many scholars have also discussed the definitions. Brittons (1991) claimed that tourism could be characterized as its geographic feature which means the flow of travels, the use of tourist facilities and other related non-natural factors, such as economic, cultural and environmental issues. Charles and Ritchie (2009) have proposed that the definition of tourism should cover four aspects: the host of the activity, the tourist; the related services during the tourism where profits can be created; the political and economic factors of the destinations, such as the stability of the government and the living standards; the last one is the destination communities which have both positive and negative on the development of tourism. Misunderstandings happen between two usually cross-used words: travel and tourism. Travel is often related to the displacement from one place to another with no definite number of travelling days. This means that a traveller may spend one day or several days to visiting one place or several hours to go to certain place. It is rather hard to mark distinguish lines between travel and tourism. Some people believe that tour can be considered as part of tourism; some people suggest that travel is used to form the definition of tourism (Robinson,2009). Therefore, the dissertation would not spend more efforts in distinguishing the differences between travel and tourism. Also, the dissertation will alternatively use both travel and tourism. Some scholars suggest that the tourism is mainly consisted of three parts: the private sector, the public sector and the volunteer sector. Taken the British tourism industry for example, King analyzes the components f tourism industry shown below:Table 1: Tourism Industry ComponentsKing et al.(2005, p.4).The private sector is personally owned or by a company or by a group of people with partner relationship. This sector takes a great percentage in the total Britain tourism industry and makes profits by selling services and products. The public sector is state owned or receives subsides from the government. Due to its public characteristics, this kind of sector, frequently mentioned to museums and so on, does not pursuing the profits. Instead, this sector offers travel services to local people. The volunteer sector is founded by volunteers and supported by donations, team member subscriptions and the profits by sell products and services. For their voluntary characteristics, this kind of sector does not have as strong profits-pursing purposes as the private sector (Janet, 2001). Based on different tourist marketing segments, tourism is categorized into eco-tourism, meaning the visiting of natural areas where environmental and indigenous protection are performed; the adventure tourism which involves a great amount of exciting and challenging outdoor activities; cultural tourism which covers the visiting to cultural and historical sites; heritage tourism which overlaps part of ecotourism and cultural tourism that highlights the preserving features of the natural and cultural destinations (Talwar, 2006). Tourism can also be categorized into domestic tourism emphasizing that travelling destinations should be within the tourist own country, inbound tourism emphasizing that the travelling starting points is on foreign countries and the destinations are the tourist own country; and outbound tourism emphasizing that destinations are usually outside the tourist own country (Janet, 2001). Melanie, Nicola and Margaret have exemplifies the tourism categories with sub-categories in Table 2.CulturalEnvironmentalRural UrbanOthersHeritageNatural and wildlifeFarm/barnsBusinessPhotographicTribal Ecotourism campingConference Small cruiseReligiousAdventureWine/GastronomyExhibitionVolunteerEducation AlpineSportSportDarkGenealogyGeotourism Festivals and eventsGallery YouthCoastalArts and crafts ArtTransportTable 2: Categories of TourismSmith et al., (2010, p161)The Tourism Products It is stated that tourism itself is one kind of product involving the participation and experiencing of tourists and it covers both tangible and intangible products (Dasgupta 2011). Also, it is stated that a great amount of visitors would like to experience several tourism products in their tourism instead one. This mean that tourism itself is consisted of different tourism products (Middleton and Clark, 2001). The tourism product is the combination of the tourist activities suchas booking hetals and transporatation, the visiting and entertainmment activities and so on. It would be either man-made or natural (Singh 2010). This means that in a general sense, tourism product is one general that covers nearly all the things happened in the tourism. The tourism product would be made to satisfy the needs of the visitors (Dasgupta 2011). Fyall and Garrod (2005) state similar idea that the tourism product covers factors such as tourism destination which means the tourist attractions, facitiliteis, tranportations, price and so on; price which invoves the different pricing strategies such as marginal prices and demand-based prices. Middleton and Clark (2001) illustrates tourism products various according to different kinds of visitor groups such as visitors which means the consumer of the tourism proudcts, employees which means the working staff of the tourism organizations who are offering the onsite tourism services and host community which means the local people of the tourist destinations. Seaton and Bennett (1996) claim that tourism products are consisted of components such as the accommodation, the attraction, the traponsports and the orgnaizations. The raw material is also prat of the tourism products which would be the destinations natural resources, historical sights, cultural elements and other attracting points to the visitors (Singh 2010). The services offerd during thetourism are also be part of the tourism products (Fyall and Garrod, 2005). Singh (2008) emphaiszes that tourist consumption technical should be paid more attention to as it is a great challenge for the staffs of the tourism industry to use the consumpaiton technic in the specific destinations within limitaed times and he also points that tourism products are rather important for the developping coutnries such as China and India. Singh(2008:244) proposes the 9th Plan assiatance scheme for the development of tourism products as:“(1) Construction of budget accommodation. (2) Tourist complexes.(3) Wayside amenities.(4) Tourist Reception Centre(5)Refurbishment of monuments.(6) Special tourism projects.(7) Adventure and sports facilities.(8) Sound and Light shows and illumination of monuments.”Ivanovic (2008) states that there are generally two methods to develop tourism products. One is from the supply point which considers the factors of hotel accommodation, transport, attractive points of the products to the customers. The other method is from the consumers point of view which means the tourism product is the combination of all the things that experienced from the moment of leaving home to the return.Dasgupta (2011) points out that there are several basic requriments in developping tourism products. The first one is to proceed the need gap analysis which meanst that it is essential for tourism staffs to find out attractive tourist dentinations which cater to tourists on different economic and educational levels and the different kinds of holidays. For example, if the holidays are short, more people would choose tourist destionations in the nearby places instead of destinations far away. If the holiday duration is long, many people would perfer the destinations far away from their hometown and pursue the new thriling entities. If the tourists go wedding holidays, it would be better to recommend destinations where are covered by romatic atmosphers instead of business centers. Also, many rich people would choose to go abroad to expeirence the exotic travles; while people with limiated incomes would choose to go to econmoic tirps. The second thing is the behavorial trends which means that tourism product should consider the various behaviors that tourist would display in the tourism. There are two key facotrs in the behavorial trends analysis. One is native language and the other one is native food. This means that many yound travellors are keenly to have a try of local food instead of insisting having their own food patterns. The third thing is the target segments profiling whch means it is natural that not all the team memebers like the same tourism product that they are sharing. Thus, it is necessary for tourism staff to explore different tourism attractive points when desin tourim products. Also, tourism attractions are different based on different time period and different places where tourists are coming from. For exmaple, if the tourists are coming for developping countires, the possible tourist destinations would be developped countires in the Europe and America as well as the Austria. If the tourists are coming from developped coutries, the tourist destions would be the developping coutnries. Moreover, the influences of the entertiament such as movies, songs and novels are important factors in discovering the potential tourist destinations