Chinese Tourism Case Study

CHAPTER 1
The Problem and Its Background
Introduction
The modern tourism industry in nineteenth century has seen an unprecedented development in twentieth Century. Especially after the Second World War, the world has gained a relatively peaceful and stable environment, and tourism become an emerging industry. (http://www.chyxx.com) For emerging countries, as representatives of new tourist destination continue to appear, the focus of the world's tourism region was shifted to the east. China is the representative of this trend, is the third largest tourist destination in the world today. (WTO, 2010)Since the reform and opening up of China in 1978 to now, China's tourism industry and the whole society and economy of China had a great change.

Most tourists' motivation to travel is to leave the place where they are, to find a new experience and to enrich their experience. China is a country with rich tourism resources, especially in the cultural tourism resources. Chinese culture is fully integrated into the cultural elements of each region and the national culture. Chinese culture is ancient, and the region is very wide. The Oriental civilization system, which is influenced by the Chinese civilization, is called "the Chinese culture circle", which refers to the social ideology, and it is the reflection of the social politics, economy and science and technology development level.(Chinese culture analysis, 2015)
Chinese culture produced a significant impact not only in Japan, the Korean Peninsula, but also to Vietnam, Singapore and other South Asian countries and regions. With the prosperity of China's national strength its international status improved, and a number of continents around the world including Asia and Europe or accepted all of the Chinese culture and gave it a high degree of recognition and

Nanyang city has rich cultural tourism resources but because its cultural tourism development started late and did not get attention for a long time, Nanyang’s cultural tourism resources have many problems: they are insufficient and lack depth, suffer from low utilization of cultural tourism resources and cultural tourism projects, less cultural tourist routes, cultural tourism resources development lack of unified planning, culture and experience a sense of travel difference, part of the area accessible poor, tourists and more concentrated in a short holiday, low quality of tourism services, part of the cultural tourism products and cultural connotation lack of mining, development of related industries,