Contemporary Tibetan Buddhist Cultural Tourism

It has become a tourism fashion of emphasizing cultural content, paying attention to cultural taste, and pursuing cultural enjoyment. The change from the excurse, low level sight-seeing, and primary tourism demand to the pursuit of cultural participation, high level cultural experience, and high level tourism consumption pushes China's tourism tries to find out the transition road actively. The Tibetan Buddhism is the soul of Tibetan culture, the most valuable treasure of Tibetan cultural tourism resources and it is the characteristics and advantages of tourism in Tibetan zone. It has realistic significance and academic value to study cultural tourism of Tibetan Buddhism.The studies on religionary cultural tourism in foreign country mostly deeply analyze tourist behavior, tourism's social impacts, etc. from sociology, anthropology and ethnology perspective while few researchers systematically make theory annotation from tourism view. The subject and object of tourism the interactive relationship between them have scarcely been studied from the viewpoint of tourism. The studies in China mostly focus on case studies of religionary cultural tourism in typical areas or some religionary culture's exceptional tourism phenomena. The interactive relationship between subject requirement and object supply of tourism, especially Tibetan Buddhism cultural tourism, has not been deeply discussed. In fact, this is a core which need tourism and its branch, including Tibetan Buddhism cultural tourism, to research.Starting from the philosophical logical relationship, this study follows the train of thought of noumenon, methodology, and result and applies religious study and tourism study's methods. Based on the investigation in Tibetan Buddhism cultural tourism destinations, including Tibetan Autonomous Prefecture in southern Gansu, Lhasa, Shigatse in Tibet, Aba Tibetan and Qiang Autonomic Prefecture in Sichuan province, and Diqing Tibetan Autonomous Prefecture in Yunnan province, etc., this research obtains many first-hand materials through formal interview and questionnaire survey, and studies Tibetan Buddhism cultural tourism from three aspects. Chapter one is about the contemporary tourism value of Tibetan Buddhism culture. Based on the summary of the concept and characteristics of Tibetan Buddhism cultural tourism and considering people's current value orientation as well as the contradiction between supply and demand in cultural market, this chapter deeply discusses the contemporary tourism value of Tibetan Buddhism culture in order to improve tourists'ideological state and sentiment. Chapter two is about the exploitation of Tibetan Buddhism cultural tourism. This chapter expatiates the realistic significance and advantages to explore the resources of Tibetan Buddhism cultural tourism firstly, based on the summary of concepts, types and characteristics, summarizes the status quo of tourism resource exploitation of Tibetan Buddhism culture secondly, stresses the main problems during tourism exploitation thirdly, and proposes the methods and suggestions to inherit and carry forward Tibetan Buddhism culture as well as carries out the integrated benefits including economic, sociological, and cultural benefits. Chapter three is about tourism product construction and classic itinerary design. Based on the clarification of Tibetan Buddhism cultural tourism product, this part comprehensively analyzes the exploitation conditions of Tibetan Buddhism cultural tourism and characteristics of market demand. In addition, this parts designs tourism product pedigree for Tibetan Buddhism culture "based on potential tourism market segmentation" and classic self-organized expedition itinerary.According to the principle of scientific provableness and audacious innovation, this research is innovative from several aspects. First, it distinctly proposes and clarifies the basic characteristics of Tibetan Buddhism cultural tourism, namely stressing cultural character, functional character, and special character. On one hand, this is because of Tibetan Buddhism's abundant cultural connotation and profound cultural anecdotes, which cannot be understood by general tourists. On the other hand, temples'main function is the sites for religious activities where is not suitable for mass tourists to access. Second, it explicitly proposes the protective principle for Tibetan Buddhism cultural tourism resources'exploitation and suggests to put Tibetan Buddhism culture's protection to the first place and to put exploitation to the second place. The key point of Tibetan Buddhism cultural tourism exploitation is deeply discovering culture, scientifically annotating culture, and effectively presenting culture. The emphasis is the construction and improvement of tourism service and facilities. In addition, based on the integration of tourism resources in the whole Tibetan area, the resource exploitation of Tibetan Buddhism cultural tourism should be scientifically evaluated, confirm its prominent exploitation objects, and concentrate financial resources, material resources and human resources to create distinctive and extractive tourism attractions and scenic spots. Third, it clearly puts forward the high-quality product design notion for Tibetan Buddhism cultural tourism, namely guided by market, according to the principle of combining education with travelling, laying equal stress on travelling and education, it should carefully design and create various typical tourism products and classic itinerary with strong social functions. Forth, it is the first time that starting from the philosophical logical relationship, following the train of thought of noumenon, methodology, and result, as well as combing the religious study, cultural study, and social study's point of view, this study transits the inner thinking value of Tibetan Buddhism to direct consumable tourism products and exerts its positive social functions through tourism activities by deeply discovering the inner and profound cultural meaning and applying the theory and methods of resource exploitation and product design in tourism study.