Open Journal of Social Sciences
Vol.06 No.05(2018), Article ID:84510,11 pages
10.4236/jss.2018.65002

Study on the Ecotourism Development in Dazhou

Xiaomei Pu1, Lin Tian2, Zibiao Cheng3

1Research Center of Sichuan Old Revolutionary Areas Development, Sichuan University of Arts and Science, Dazhou, China

2School of Foreign Languages, Sichuan University of Arts and Science, Dazhou, China

3School of Finance and Economics Management, Sichuan University of Arts and Science, Dazhou, China

Copyright © 2018 by authors and Scientific Research Publishing Inc.

This work is licensed under the Creative Commons Attribution International License (CC BY 4.0).

http://creativecommons.org/licenses/by/4.0/

Received: April 8, 2018; Accepted: May 13, 2018; Published: May 16, 2018

ABSTRACT

After comprehensive discussion of the origin of ecotourism, the concept of ecotourism and the theoretical basis for ecotourism development, the paper carried out the SWOT analysis on ecotourism development in Dazhou City, and then proposed development strategies. The strategies were to: enhance the ecological awareness of the entire people and create a good atmosphere for ecotourism development; break the talent bottleneck of ecotourism development by adopting the policy of “combination boxing”; make scientific and feasible master plan for Dazhou’s ecotourism development; develop quality ecotourism products; innovate marketing strategies for ecotourism in Dazhou.

Keywords:

Dazhou, Ecotourism, Development

1. Introduction

The concept of ecotourism was introduced into China in the 1990s. After more than 20 years of development, ecotourism has become a popular type of tourism, which promotes environmental protection, advocates green development and harmonious coexistence between man and nature. Under the guidance of Xi Jinping’s concept of “Lucid waters and lush mountains are invaluable assets”, the connotation of ecotourism development has been expanded. Guided by the concept of innovation, coordination, green, open, and shared development, the new-era eco-tourism refers to those tourism activities people-oriented and cored by harmonious development between man and nature.

On July 27, 2016, the National Development and Reform Commission issued “The Plan for the Revitalization and Development of the Old Revolutionary Base Areas in Sichuan and Shaanxi Provinces”, specifying that the positioning of the Sichuan-Shaanxi Old Revolutionary Bases (including Dazhou City) is ecotourism destinations and the pilot areas for ecological civilization in the Qinba Mountain areas. According to “The National Ecotourism Development Plan (2016-2025)”, the State develops eight ecotourism regions, and gives top priority to cultivate 20 ecotourism cooperation areas including Daba Mountain Ecotourism Cooperation Zone (Dazhou included). On December 7, 2016, the State Council issued “The Thirteenth Five-Year Plan for Tourism Development”, stressing that tourism development needs transformation and upgrading, coordinated advancement. It also points out that by sticking to the path of green ecological development and relying on trans-regional natural landscapes and complete regional cultural units, the nation is to cultivate 20 cross-regional featured tourism functional areas, including ecological and cultural tourism areas in Qinba Mountains (including Dazhou City). The status of Dazhou’s ecotourism is increasingly important, so the study on it is not only an urgent need for summarization and further development of Dazhou’s ecotourism, but also an inevitable path for its integration into Qinba Mountain’s eco-regional development. It is also the implementation of the national eco-cultural development policies.

2. SWOT Analysis of Ecotourism Development in Dazhou City

A SWOT analysis of the eco-tourism development in Dazhou (see Table 1) is of great significance to the sustainable development of its tourism industry, which

Table 1. SWOT analysis of ecotourism development in Dazhou.

can help us to identify advantages and disadvantages, and thus propose appropriate development strategies.

2.1. Analysis of Strengths

2.1.1. Rich Natural Ecotourism Resources with Beautiful Scenery and Vast Forests

In Dazhou, there are rolling hills, abundant forests and a vast area with a humid climate. At present, there are 17 A-class scenic spots [1] (7 4A scenic spots, 9 3A scenic spots and 1 2A scenic spots), 2 scenic areas, 6 forest parks, 1 nature reserve and 1 geological park in Dazhou. Among them, the number of forest parks ranked the second in Sichuan province and there are abundant ecotourism resources.

2.1.2. Abundant Cultural Ecotourism Resources with Diversified Folk Cultures

According to the 2016 Dazhou Yearbook, the registered population of Dazhou City in 2015 reached 6.828 million [2] . Among the 11 counties with over 1 million population in Sichuan province, 3 are located in Dazhou, and the city has nearly 16 ethnic minorities. With a large population and diverse ethnic groups, Dazhou has gradually created a series of brilliant folk cultures in the long rivers of history, such as the Cong People culture, Sanhui pavilion, Mountain-climbing on the 9th day of the first lunar month, Diancao gong and drum, Shiqiao dragon burning, bamboo pole, and Kaijiang Niubang.

2.1.3. Rich Red Ecotourism Resources in Old Revolutionary Bases

Dazhou is a land with a glorious revolutionary tradition and is the country’s second largest Soviet area, the core area of the Sichuan-Shaanxi revolutionary base. Many older generations of proletarian revolutionaries and military strategists used to fight here, such as Xu Xiangqian, Li Xiannian, Xu Shiyou, Wang Weizhou etc., leaving us a heroic battle history. A total of 300 national red tourism classic scenic spots have been listed in the “National Red Tourism Classic Scenic Spot Directory” issued by all members of the National Red Tourism Coordinating Group. Sichuan Province has 9 series of red tourism classic scenic spots listed in the directory, including Wanyuan Defend Warfare History Exhibition Hall in Wanyuan, Dazhou, Xuanda Battle Memorial Hall in Tongchuan District of Dazhou, and the 33rd Red Army Memorial Hall in Xuanhan County.

2.1.4. Huge Potential on Industrial Ecotourism Development as China’s Gas Capital

With the promulgation of the National Outline for the Development of Industrial Tourism (2016-2025), industrial tourism will be an important strategic fulcrum for the upgrading of urban and rural tourism. In 2014, Dazhou City introduced its industrial tourism project in Chongqing, attracting a total investment of RMB 27.5 billion. As a rich natural gas field in the Sichuan Basin, Dazhou enjoys tremendous resource advantages with a natural gas reserve of 3.8 trillion cubic meters. Relying on the economic radiation effects and accumulation effects brought by natural gas development, Dazhou City should correspondingly adjust the spatial layout and tourism planning and take industrial ecotourism as another growth point.

2.1.5. Strong Tourism Potentiality with Outstanding Regional Advantages

Dazhou is located in the geographical center of Sichuan, Chongqing, Hubei, and Shaanxi, and at the geographic intersection of four metropolis, namely, Xi’an, Wuhan, Chongqing, and Chengdu [3] . Dazhou has an airport in Heshi, the only branch airport in northeastern Sichuan, where Boeing 737 series, Airbus 319 and other medium-sized aircrafts can take off and land. In October 2016, the relocation project of Dazhou Airport commenced. Upon completion, it will become the largest airport in northeastern Sichuan. Dazhou Railway Station, a first-class station, is the second largest railway station in Sichuan Province and the fourth largest railway station in the southwest, connecting to the three railway lines of the Xiangyang-Chongqing Railway, the Dazhou-Chengdu Railway and the Dazhou-Wanzhou Railway [4] . Dazhou is also one of the 179 main hubs of national highway transport [5] . Therefore, a highly efficient three-dimensional travel network is basically formed, consisting of aviation, railways, highways, waterways, etc. Visitors have easy access to transport so that they may conveniently come for a visit and return back home.

2.2. Analysis of Weaknesses

2.2.1. Weak Ecological Awareness of the Local People

Ecological awareness is mainly composed of ecological cognition, ecological behavior, and ecological consumption concepts [6] . Ecological cognition is the most basic unit of ecological awareness, mainly indicating the degree of mastery of ecological knowledge. Farmers in ecotourism development sites in Dazhou City are old-aged, low in academic qualifications and weak in ecological awareness. Therefore, they are not likely to make proper ecological behaviors, and may even do such things as directly dumping garbage into rivers, burning straw stalks, and deforestation and other non-ecological behaviors.

2.2.2. Low Professional Quality of Ecotourism Practitioners

First of all, most of Dazhou’s ecotourism scenic spots are located in more remote and economic sub-developed regions. The low wages make it more difficult to attract high-level tourism practitioners to work in scenic spots. Secondly, considering tourism poverty alleviation and tourism development costs, etc., the scenic area will employ a large number of local people who have low academic qualifications, insufficient professional knowledge and little experience in tourism industry. Lastly, there is no systematic system for the development and training of tourism talents in Dazhou City [7] . The compensation and incentive mechanism is old, the attention paid to the existing ecotourism practitioners is insufficient, and the phenomenon of the loss of ecotourism practitioners continues to intensify.

2.2.3. Lack of Depth in Ecotourism Development

The number of Grade-A scenic spots in Dazhou ranks 12th in Sichuan province, and the number of forest parks ranks the second in Sichuan province. The pursuing of quantity of scenic spots can guarantee Dazhou’s ecotourism development, but too much emphasis on it will make it difficult to allocate talents and capitals, further develop ecotourism and explore the connotation of ecotourism. The development of ecotourism in Dazhou mostly stays at the initial stage of sightseeing tourism. There is a lack of experience ecotourism products, which can interact with tourists effectively. Tourists have low levels of tourist behavior. That’s why tourists simply come and look rather than staying for some time, let alone coming again.

2.2.4. Lack of Scientific Ecotourism Planning

On August 22, 2016, the National Development and Reform Commission and the National Tourism Administration issued “The National Ecotourism Development Plan (2016-2025)” and the “Sichuan Ecotourism Planning (2017-2025) Year and Three-Year Implementation Plan” was officially launched on December 9, 2016. Dazhou City should quickly launch the preparatory work for Dazhou Eco-tourism planning and, at the same time, provide guidance for the development of eco-tourism during the blank period of planning, avoiding the development of homogenous, low-grade eco-tourism products.

2.3. Analysis of Opportunities

2.3.1. Rapid Development of Eco-Tourism

The “Five Development Concepts”, put forward during the 5th Plenary Session of the 18th CPC Congress in 2015, has become the development philosophy that leads the development of China as a whole. The development of eco-tourism pays attention to the harmonious coexistence between man and nature and regards human development as the fundamental purpose of eco-tourism development, fully reflecting the essence of “Five Development Concepts”. Eco-tourism development is in line with the overall plan of national development, so it is greatly supported by the state. Meanwhile, with growing economic development, Chinese tourists pursuit healthy and green consumption and have higher demand for eco-tourism products. In general, the development of eco-tourism has a promising future with the great support of national policies and driven by huge demand of tourists.

2.3.2. Ecotourism Is an Important Way for Accurate Poverty Alleviation in Dazhou

Dazhou’s topography is high in the northeast (Daba Mountain area), and low in the southwest (basin and hilly areas). Most places are remote mountainous areas with a small population living scattered. With poor infrastructure and without any pillar industry, the farmers here mainly live on planting crops and have low income. Dazhou is not much influenced by industrialization, so it has well-protected ecological environment, rich ecological resources, and a huge potential for ecotourism development. The development of ecotourism drives the development of the industry, balances the relationship between development and environmental protection, and can achieve accurate poverty alleviation.

2.4. Analysis of Threats

2.4.1. Highly Competitive Ecotourism Market

Dazhou is located in the geographic center of Sichuan, Chongqing, Hubei and Shaanxi, which is a sharp double-edged sword. On the one hand, it gives Dazhou an excellent geographical advantage. On the other hand, its surrounding area has some highly recognized tourist attractions, such as Guangwu Mountain Scenic Area in Bazhong, the ecotourism area of Deng Xiaoping’s Former Residence in Guang’an, and Longgang Scenic Area in Yunyang, Wanzhou. All these have brought tremendous pressure on the development of ecotourism in Dazhou.

2.4.2. Insufficient Ecological Responsibility of Ecotourism Developers and Operators

The main purpose of tourism developers and operators is to obtain maximum economic profits. In the face of ecological responsibility and profits, most of them will kneel down at the foot of profits and develop eco-tourism projects that are not eco-friendly but profitable. It has always been a problem for tourism managers to raise the ecological responsibility of ecotourism developers and operators and balance the relationship between tourism development and profit maximization.

2.4.3. Industrial Transformation in the Era of “Dazhiyiyun”

“Dazhiyiyun” is the general term for a new generation of information technology, referring to big data, artificial intelligence, mobile internet and cloud computing. In the era of “Dazhiyiyun”, all things are connected and the industry changes rapidly. The development of eco-tourism must be in line with the background of the times, and use “Dazhiyiyun” technology to do what visitors want to do.

3. Ecotourism Development Strategies in Dazhou

3.1. Enhance People’s Ecological Awareness and Form a Good Atmosphere for Ecotourism Development

3.1.1. Energetically Developing the Economy and Strengthening the Material Foundation for People’s Ecological Awareness

Maslow divides the demand into five levels, and points out that only when the low-level needs are met, the higher-level needs will have a stronger incentive effect [8] . In vast majority of eco-tourism development zones in Dazhou, the demand of people’s basic necessities for food and clothing hasn’t been completely met. In order to solve this problem, there is a risk of damaging the ecological environment for production. Therefore, we should vigorously develop the economy, raise the level of economic development to a higher level, free people from the worry of basic needs, and promote people’s demand for eco-tourism development.

3.1.2. Improving the Ecological Popularization and Education System with “Dazhiyiyun” Technology, and Laying Firm Cultural Foundation for People’s Ecological Awareness

Improve the national ecological education system. Firstly, we must stretch the time threshold of ecological education, starting ecological education from children’s pre-school stage through their primary, junior high, high school and university stages. 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