Case Study On Shangri-La Ecological Tourism Cultural City Project

As the acceleration of economic globalization and regional economic integration, the construction of China-ASEAN Free Trade Area, opening of Diqing Shangri-La Airport, and construction of Li-Shang Railway and highway have brought new historical opportunity to Shangri-La’s development of open economy. The sixteenth and seventeenth CPC National Congress and Yunnan Provincial Party Committee and Government have also put the county economy to an important place in the development of economic society, and published relative supporting policies, which have enormous promotion effects on Shangri-La county economic development. The National West Development has improved country’s supporting efforts on Tibetan areas’development and the certification of World Natural Heritage in "Three Parallel Rivers" has further improved the popularity of Shangri-La, which create good conditions for forging "Shangri-La" quality brand, optimizing investment environment and promoting fast and good development of economic society. The planning of Sichuan, Yunnan, Tibet ecological tourism region and the implementation of Yunnan Provincial Party Committee and Government’s prosperity and revitalization, as well as the constant promotion of Yunnan-Shanghai, Diqing-Kunming cooperation projects, have brought precious opportunity to Shangri-La’s leaping development.Therefore, during the "11th Five-Year Plan", in order to accelerate the construction of top county in Tibetan areas, Shangri-La has upgraded the level of municipal infrastructure construction, improved whole county’s comprehensive economic ability, optimized economic structure and increased people’s living standard and quality, to make the "Shangri-La Ecological Tourism Cultural City" project become a core project, which accelerates city construction pace, optimizes people’s life, improves environment and infrastructure, contributes to cultural inherit, highlights characteristics and drives Shangri-La’s tourism development.This article takes Shangri-La Ecological Tourism Cultural City project to conduct case study. In line with the objective conditions of project construction and based on natural law and market law, this article focuses on the research of project feasibility and necessity, considering the rationality of project arrangement and particularity of tourism, as well as the social, economic and ecological effects of this project. The analysis will be conducted comprehensively in several perspectives, such as project’s general situation, macroeconomic environment, tourism market, industry policy, ecological environment, economic evaluation, social influence, venture analysis and response.