Sustainable Development Of Coastal Tourism

Marine is essential to human. Coastal tourism is one of the main human activities occurred in coastal zone, and is the main form of tourism wich is the most traditional, main, fastest growing, and the world's largest industry (or industries). In the context of global change, the intensity of coastal tourism development and pressure on ecological environment are increasing. Tourism as a double-edged sword plays the dual roles of the damage and protection to the coastal environment. Do empirical research on coastal tourism in Jia(?)su Province and analyze the developing status and background factors, investigate (?) tourists and communities to discuss the sustainable development of Jiangsu c(?)tal tourism on suitable development patterns, spatial distribution and timing, tourisn(?)arket positioning, and feasible measures. The research can provide basic research on coastal resource development, environmental protection and sustainable development in Jiangsu coastal tourism destinations, and give the reference on sustainable development of tourism worldwide. The study applied the theory to the actual practice with theoretical and practical significance.The main conclusions are as follows:(1) Position the coastal tourism development in Jiangsu. Study shows that coastal tourism destinations attract more well-educated young people. China's domestic tourism market is a major segment of coastal tourism market. Most of the tourists come from nearby. The natural environment is the most attractive attraction in the coastal tourism destination, followed by entertainment and characteristic foods. The coastal culture plays minor role in attracting tourists. In the study of tourism demand motivations, the pursuit of relax are the choices of most tourists, followed by closing to nature and the pursuit of physical pleasure. For the effective destination tourism promotion, to improve destination itself can attract more tourists. The emerging networks and traditional TV is also very important. The natural environment in destination gains the highest satisfaction and the evaluation of human-related tourism services are in general.(2) The sustainable development of Jiangsu coastal tourism has community' and tourist's support. The respondents especially tourists agreed that environmental protection is particularly important, individuals have the responsibility to sustainable development and environmental protection for future generations, and to acknowledge that humans are part of nature and have the needs to be close to the ocean. On the other hand, the respondents especially local residents showed the anticipations on resource utilization and economic development. Both the tourists and communities know about ecotourism which shows the popularity and publicity of ecotourism in China is very effective. Based on the concept of sustainable development, sustainable coastal tourism should pay more attention on carbon emission reduction and taking stakeholders'collaboration into account under the background of global change. It includes two aspects. One is developing low-carbon coastal tourism, advocating carbon emission reduction, promoting carbon compensation and carbon economy, imposing carbon tax, and encouraging new energy saving technology application and conception of sustainable travel. Another is balancing the stakeholders'benefits and interests, especially the local communities', tourists'and governments'way of looking at, attitudes, sense of responsibility and consensus to sustainable coastal tourism is of vital importance.(3) Because Jiangsu coastal nature reserves and tourism destinations are overlapped with each other, the coastal nature reserve-ecotourism pattern is developed. Protected areas are natural museums. Ecotourism is the main model of modern sustainable tourism development. Rural tourism enriches the content of coastal tourism which will be more attractive. The cultural enhancement is one of the key enhancements in the core competitiveness of destinations. The development of Jiangsu coastal culture-event tourism can achieve the win-win situation of the promoting tourism and cultural preservation. In addition, the development of Jiangsu sports tourism, national parks tourism and island tourism are also suitable tourism development patterns along Jiangsu Coast.(4) The priority development areas of Jiangsu coastal tourism locate in the areas with certain tourism infrastructures which are patchy distribution in the coastal zone. They are the core areas of coastal tourism development in Jiangsu. From these locations, spread out the tourism development, improve the development depth to form the Jiangsu coastal tourism belt. Jiangsu coastal tourism development depends not only on marine resources, but also to integrate the development of other tourism resources to develop more coastal tourism attractions. Jiangsu coast can take advantage of the unique location and characteristics of tourism products to attract and divert the tourists from Yangtze River Delta and Shandong, and enhance regional cooperation. Jiangsu Sea Route is from north to south starting from the Qingdao Port, passing Lianyungang Port, Binhai Port, Dafeng Port, Yangkou Port and Shanghai Port. The Land Route takes the coastal highway as the line which connects Yuantuojiao, Dafeng Milu national nature reserve, Dafeng Port, Yancheng red-crowned crane national nature reserve, Binhai Port, Dongxi Island, links Nantong, Yancheng and Lianyungang. Water Route takes Lixiahe River Plain as the core area, combines with the tourism zone along the Yangtze River in Jiangsu, the tourism zone of the Grand Canal, the tourism zone of the Huaihe River Basin.