A Study On The Dissemination Of Tourism Information In "Mi Yilu Valley" Of Yunnan Province

Currently,rural China is undergoing a period of information construction.Various measures and planning serving agriculture, rural areas and farmers are closelyrelated to information dissemination.In spite of a continuously improving infrastructurein the Midwest under the support of the government, such as ERTBCEVP (Extending Radio and TV Broadcasting Coverage to Every Village Project) and Project of Digital Villages, the local people’s ability of making use of modern information is still undeveloped.This is especially true in minority villages where the traditional interpersonalcommunication is likely to break down in face of commercialization. Therefore, theurban idea of " communication changes life" also applies to the less developed ruralareas, where shifting the mode of information dissemination contributes to both thereconstruction of interpersonal relations and further development of farming business.This study takes an example the "Mi Yilu Valley",home of the Yi people in Cha HeVillage, Chu Xiong State, Yun Nan Province. The paper Focuses upon the tourismdevelopment of this area with the perspective of information dissemination instead ofpolitical or economical factors.The type information used in the study was constrained to provide focus. Throughone-year participatory research, the author makes some discoveries about the barriers ofdissemination in earlier development of rural tourism. The final results show that themain reasons impacting the communication effects are: unbalanced information, anunsuitable organizational communication mode and poor awareness of information.Therefore, breaking information barriers and stimulating information demand are keysteps to realize the sustainable development of the rural tourism project. Additionally,full participation from the local is the final solution to the development problems.Similarly, many minority villages in the west of China are facing the samedifficulties of communication. After the pattern of information dissemination whichmay earn the understanding and approval on the project from the local. To achieve thisgoal, the role of the local should be participants rather than receivers. By involving the local’s enthusiasm and self-confidence in public affairs will be stimulated. It is provedthat being a part of the dissemination is a prerequisite to participate in the new projects.Only when the people become their own communication subject, will the be the miandriving force of the project.