Tourism Management for Multi-Cultural Based Tourism Destination in China

Abstract

China is the country with variety ethnic groups and cultures, besides the major
Han group and its ‘Han culture’, 55 ethnic groups have their unique and charming
culture and traditions as well. With the development of tourism industry, especially
after the moving into the mass tourism era in 2015, how to develop the tourism
industry facing the multiculturalism demands become serious to be focused.
Xishuangbanna region as the habitat where more than 14 different cultural located
becomes the popular tourism destinations since 1953. Due to the multi-ethnic groups
with different traditional festivals and traditional way of life, the tourism industry
achieved its commercial summit in 2002-2004. The cultural based tourism is the
selling points and most attractive point in Xishuangbanna region, this research focus
on the management of certain tourism management and trying to explore the
management model for multi-cultural based tourism in Xishuangbanna region. In
order to achieve the objectives of this study, field survey with participatory
observation and in-depth interview, and systematic review are applied. The findings
of this paper indicated for developing the multi-cultural based tourism and moving
towards the commercial success, the authenticity with multi-stakeholders
participatory should be kept in the priority to be focused. The ‘tourism company +
local community’ is discovered for the multi-cultural based tourism management in
Xishuangbanna region, as it could not only improve the living standard for the local
residents, also provide the opportunity for multi-stakeholders participate in the
tourism management and development.
Keywords: Multi-cultural tourism management, authenticity, ‘tourism company+ local
community’ management, stakeholder, Xishuangbanna region