| Based on the research in Beibei district, Chongqing Municipality, through the explanation of basic theory, this paper provides the theoretical foundation for the ecotourism and sustainable development and analyzes the present situation of ecotourism in Beibei. It must have been pointed out that tourism is booming, a new growth engine of Beibei economy playing a leading role in the industrial structure adjustment of the whole district, and a key industry to which the Beibei government gives high priority. Beibei has a distinct advantage in the respects of ecological and cultural resources. As the famous Garden District and National Hygienic District in Chongqing, beautiful nature and humane environment mingle naturally together, which provide the first-class living environment. There are more than 60 well-known scenic spots such as the Jinyun Mountain, the North Hot Spring, the Jindao Gorge, the Shengtian Lake, the Three Small Gorges on the Jialing River, scientific and technical atmosphere contained in Beibei University Park, and all the scenic spots, scientific and technical atmosphere integrated with Anti-Japan war culture add more charm and beauty. All these display the special appeal of the national model district in ecology, hot spring, university, national cultural education and sanitation, which form a unique advantage in resource for developing tourism in Beibei.Through analysis, this paper finds out the factors that influence the ecotourism development in Beibei as follows: first, tourist attraction of high quality and taste develop slowly while scenic spots can not satisfy the requirement of tourists far and wide, the internal scenic spots need to be rebuilt and renewed; the second is that the whole scenic spots should be of high grade; the third is that the recreational items should be popular; the fourth is that the standard service should be given to tourists. As matter of a fact, the tourist market of Beibei is not exploited deep enough, and lowquality tourist attractions slowly developing new tourist items almost stop tourism from rapid growth. Secondly, tourists' average expense is low and no special local tourist products have direct impact on the growth of the economic benefits in tourism. Current tourism income mainly comes from admission tickets, food, accommodation, entertainment, shopping, so the income is rather small due to lack of diversity. Thirdly, there is much room to be desired in management. Top tourist district needs a high-quality tourist management group, which has modern management quality, high operation, and excellent service. The operation and management of tourism and service standard affect the tourist resource market and its economic benefits.In accordance with experience from the overseas ecotourism development, we have obtained revelation that only by adopting a set of workable and effective measures can we make ecotourism develop sustainably. Firstly, we should constantly deepen our understanding of tourism and consolidate the industrial position of tourism. Secondly, we should constantly enlarge the construction of infrastructure and provide various supports to tourism development. Thirdly, we should enhance the construction of fine tourist products and scenic spots and make efforts to produce tourist products with local color. Fourthly, we should quicken the transformation of tourism from "government-supported type" into "market-based type". Fifthly, we should strengthen the advertising of tourism and speed up the formation of a complex market structure. Sixthly, we should administrate tourism in conformity with law and rules, establish a fine tourist market order in the interest of local people and coordinate the management of all kinds of departments.According to the above mentioned, this paper puts forward the working idea of sustainable development of ecotourism in Beibei in the next 20 years: holding fast to opportunities of "Western Region Development of China and Entry to WTO, in accordance with the requirements of Chongqing tourist industry development planning and the "4+l"strategy: "top industrial district, invigorating scientific and education district, booming tourist district, pretty ecology district" and urbanization, which was proposed by the district committee and district government in the development plan of 2005; making great effort to push the six key tasks: one group, two parks, three districts vivid tourist district. Strategic guideline means that we should positively explore and innovate the operation and management system of tourism on the basis of tourist resource and under the guidance of ecological theory, with the theme of ecology, leisure and resort, integrate and exploit special resource in an all-round way; we should make ecotourism products, improve the competition of ecological industry market, constantly expand domestic and overseas tourist markets, and grow tourist industry into the primary driving force of the social and economic development in Beibei to forge a famous leisure tourist district in China.The strategic goal of Beibei in the next 20 years is that by vigorously developing ecotourism,... |
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