Research On Jiangxi Cultural Tourism

The long history and the unique resources create the diversified and distinctive tourism cultures in Jiangxi Province."Red Cradle, Green Home and Ancient Culture" summarizes the tourism cultures in Jiangxi Province vividly. With people emphasizing the experience of tourism culture nowadays, the noble quality, unique style as well as the exquisite forms and spirits of culture construct the intrinsic foundation and core competitiveness for the brand of cultural tourism in Jiangxi Province. For the purpose of scientific understanding the cultural tourism in Jiangxi, by strictly, solidly and comprehensively carding, analyzing and evaluating the resource foundation of cultural tourism may Jiangxi exploit the tourism cultural resources in depth and promote the renaissance and prosperity of social economy and culture. The cultural industry and the tourism industry are the emerging industries, which are likely to make different kinds of mistakes owing to the lack of sufficient theoretical foundation at the beginning of development. By the theoretical and practical study of the fusion mechanism, problems, regulations and influential factors in these two industries during their developing, the article provides the certain theoretical and practical foundation for the development of cultural tourism in Jiangxi Province.With the methods of data-collecting, specific model, Delphi, and empirical analysis, based on the scientific theoretical foundation, through the complete summarizing the cultural tourism resources in Jiangxi with lots of data and information, by the plenty of empirical analysis to the cultural tourism resources, market and the development of the industries in the scientific managerial way, and analysis to the problems and difficulties of the cultural tourism industry in Jiangxi with the SWOT methods, the article makes the efforts to probe the new path to develop the cultural tourism, and to encourage the fusion of these two industries scientifically and innovatively.The major conclusions are as follows:(1) Jiangxi, rich in the abundant tourism resources with the fine quality which are the advantages in developing tourism, is a well-accepted major province of tourism. The long history and the unique resources create the diversified and distinctive tourism cultures in Jiangxi Province."Red Cradle, Green Home and Ancient Culture" summarizes the tourism culture in Jiangxi Province vividly. Based on the different tourism cultures and the entitative resources they relied on, the tourism cultures in Jiangxi can be basically divided into three categories:the Red culture of revolution, the ecological culture of natural sceneries and the historical culture of historical sites.(2) The comprehensive evaluation of cultural tourism resources in Nanchang hits the highest score because the city has a batch of high-grade culture tourism resources; other regions get relatively low scores, but still have a very good development prospects. Therefore, a clear center and theme and a reasonable plan is important for the development of Jiangxi’s cultural tourism resources as well as a deep exploration of the connotation of the resources; meanwhile, integrating the same type resources in the whole province to make a chain of cultural scenic spots and from a great attraction of cultural tourism. The overall development of cities in Jiangxi province is not at a balanced state, as the province’s political, economic, and cultural center, the capital city Nanchang has the highest level in the development of tourism economy, far ahead of the other. According to both aggregate and average index, the development level of Xinyu and Jiujiang are closest to Nanchang, belong to the first group of tourism economic development in Jiangxi province.(3) There are various factors which influence the cultural tourism market in Jiangxi, and the tourist market and the consumption level are particularly important.the domestic tourists are mainly Jiangxi natives, tourists from other provinces are mostly from big and medium cities of neighboring provinces and cities connected with Jiangxi by traffic line; the number of inbound tourists generally takes on an upward trend, although of which are mostly Hong Kong and Macao tourists, the largest increase is from Oceania, followed by America, Europe. The number of inbound tourists to Jiangxi has seen a7fold increase in last ten years, and tourism income increased more than5times. The largest increase in tourists number are Xinyu, Pingxiang, Fuzhou, Shangrao, Yichun, Jingdezhen, all have an increase of more than10times, which indicates the destinations of inbound tourism have gradually moved from the big cities to the smaller cities, the tourists’interest has changed gradually.In recent years, consuming behavior of tourists of Jiangxi has been changing, that is to say, sightseeing is now gradually changing into cultural tour and vacation tour because of their growing love of experience and feeling of cultural connotation of landscapes. Tourists of Jiangxi are mainly from this province and most of them are middle-young people whose occupations are mainly government personnel, public institution staff, company workers and students with relatively high educational level, which fully shows that higher educational level desires more cultural tour. Cultural tour mainly attracts city people with different touring motives according to their different ages. The average consumption level of the tourists is relatively low and patterns of consumption are unreasonable, what’s more, tourists’stay is very short. The main touring ways are self-driving travelling, group travelling and individual touring. Their preferences of tour products are cultural experience, sightseeing and relaxation, exercise and health maintenance, as well as natural and scientific research, while their preferences of tour items are theme culture, especially ethnic culture and red culture.The empirical analysis of Jiangxi cultural tourism satisfaction reflects that there are good aspects of service quality in tourism, while some aspects of public tourist service, scenic spots service, tourism food and beverage service, tourism shopping service, tourism board and lodging service, tourism transportation service, tourism recreation service, and comprehensive feeling need improvements in Jiangxi key scenic spots.(4) There has been great development in Jiangxi cultural tourism industry whose position has been further improved. In some places, it has become a new growth pole for regional economic development. The number of cultural tourist reception of the province, the total income, the amplification, and the social impact of cultural tourism has seen great improvements, which presents an accelerated development.The relatively backward geographic traffic location causes relative disadvantage of the benefits of the provincial tourism industry structure. However, in the coming development of international tourism industry, there would be huge room for most places to develop tourism, especially when Jiangxi goes into high-speed rail era, as an inner central city, its unique natural geographic advantage will definitely promote its tourism industry with a high speed. Thus, the provincial competitive advantage will gradually expand, which counteracts its disadvantage of tourism industry structure. As the constant development of Jiangxi cultural tourism industry, its social benefits become increasingly obvious, especially the aspects of cultivation and enhancement of people’s patriotism, protection and development of ethnic cultures, promotion and improvement of people’s living conditions.Under the leadership of the provincial government and the joint efforts of concerning governments, Jiangxi Province has carried on positive exploration of the industry integration of culture and tourism and has achieved significant results. First, culture should be integrated with tourism resources. Second, the platform of cultural tourism should be expanded constantly. Third, the delayed effect of cultural tourism development should be strengthened. The last one, the development vigor of cultural tourism should emerge. Based on the coupling empirical analysis of the two industries, the development of the two industries has come to the stage of linkage coupling development, but there still is room for improvement. However, according to the coupling measurement function, the coupling numerical value of the two industries is not so ideal, which shows that the interacting linkage between industries still needs improvement.Under the current circumstances, the comprehensive competitiveness of cultural tourism in Jiangxi lags behind a lot in three aspects. The main reason is that the scale of cultural tourism is small. As for the potential competitiveness, Jiangxi is almost the same as other central provinces in cultural tourism resources and tour human resources. However, the development of related enterprises is unsatisfied, resulting in the low potential competitiveness. As far as the competitive environment is concerned, Jiangxi Province has obvious advantages in the natural environment, and upper level in the social environment. But the poor economic environment and infrastructure, which is closely related to tourism development, result in the medium overall level of competition.(5) Based on the previous empirical analysis, SWOT analysis in Jiangxi cultural tourism is made.its main advantage lies in its deep and rich cultural heritage, rich and distinctive cultural tourism resources, prominent and convenient location, positive and innovative human resources, integrative cultural and tourism industries, and the expanding cultural tourism platform. The opportunity is very broad, for example, economic restructuring has brought about the huge market, and the policy has been constantly improved, and a lot of foreign money has invested into cultural tourism industry. At the same time, its weaknesses and threats can’t be ignored. The main disadvantage lies in the decentralized management of tourism and cultural resources, the development level of tourism is low, the overall planning of cultural tourism industry is lacking; threats mainly come from the rapid growth cultural of tourism industry in surrounding provinces, weak environment of cultural industries in legislation and intense competition for talent and so on.(6) The development of cultural tourism in Jiangxi Province has achieved remarkable results. But sustainable development needs more efforts in seven aspects: First, the better fusion mechanism of cultural tourism. Second, the development of cultural tourism with distinctive characteristics. Third, the role of market mechanism. Fourth, specific brand in cultural tourism. Fifth, to enhance the added value of cultural tourism industry. Sixth, the development space of cultural creation. Seventh, the construction of personnel education.The key and difficulty in the thesis focuses mainly on two aspects:First, on the basis of pre-investigation, the samples selected in the study area are very typical; Second, the goodness of fit of analytical model is high. Quantitative studies of different factors have been made. In this thesis, the innovation lies in three aspects: First, in the novel research perspective, the systematic study on the cultural tourism in Jiangxi Province has been made from the integration perspective of cultural industries and tourism industry. Second, in professional research methods, based on deep investigation of cultural tourism resources and cultural tourism product in Jiangxi, a variety of models designed to study the economic impact of tourism, such as a specific model fusion method, Theil entropy index, and the Delphi method, have been used to analyze cultural tourism. Third, in research content, the existing integration models and development mechanisms of cultural tourism have been studied, providing valuable theoretical significance and practical reference for the development of cultural tourism in Jiangxi Province.