An Empirical Study On Evaluation Of Red Areas' Tourism Effects After The Free Opening

With the issue of "National Red Tourism Development Plan" in 2004 and the year 2005 named the "red tourism year" by National Tourism Bureau, red tourism has become an important component of China's tourism industry. On January 23,2008, the Central Propaganda Department, Ministry of Finance, the Ministry of Culture and the State Administration of Cultural Heritage jointly issued the "Regulations on the free entrance to museums and monuments in China," which required that museums and monuments should be opened to the public for free. As an important part of museums and monuments, the red tourist areas (spots) have free opened in succession. But, free entrance in red tourist areas (spots) touched off a widespread concern in society and academia. Some supported it while others fought against it. Therefore, scientific assessment of the tourism effects after free travel in red tourist areas (spots) has emerged to be a much-needed study.Data collection is inconvenient because free museums and memorial halls are in large quantity, and distributes throughout the country, and there are many common problems caused by free opening. So the issue has only focused on the tourism effects of Chongqing "Hongyan Line" free. It is hopefully that this research could be able to answer the different kinds of questions about the free opening of red scenic (spots).With sorting out the domestic and international documents about the tourism effect, content and trends of the tourism effects has been summarized, and theories related to red tourism and tourism effects have been analyzed in this study. Through investigation into the red tourist areas (spots) of the free entrance of Chongqing "Hongyan Line", and field research, collation and analysis of data, combined with secondary data analysis, literature research, depth interviews and inductive methods, we analyzed and evaluated the economic, social and environmental effects of Chongqing "Red Rock Line". This study has reached conclusions as followed:(1) Economic effects of Chongqing "Hongyan Line" after free opening are outstanding, mainly for the positive effects. The line brings considerable local annual income; businesses and individuals in the surrounding areas are also economic beneficiaries; a large number of jobs are created.(2) Social benefits are impressive. As a major educational base of patriotism education and revolutionary tradition in China, Chongqing, "Hongyan Line" has become an important second class for primary and secondary students, which plays an important role in training teenagers' correct world outlook, outlook on life and values. What's more, it has greatly enhanced the fame of Chongqing where "Hongyan Line" is located in, has enabled the visitors the access to qualified services and has brought the local residents the leisure facilities.(3) Environmentally speaking, after the free entrance to Chongqing "Hongyan line", it has both positive and negative influence on the surroundings. Environmental remediation efforts have·increased; seasonal "overload" is serious; meanwhile, the air quality around the main tourist areas (spots) deteriorates and the noise pollution is more serious.(4) Positive benefits are the main effects of Chongqing "Hongyan Line" after free opening.