Study On Ecological And Cultural Tourism Resources Development And Evaluation In Zhangjiajie

Ecological and cultural tourism is a new tourism form that is developing rapidly. It is also a hot topic in current tourism circles that stands for the trend of the tourism development in the world today, with broad prospects.As a natioanl famous tourist attraction, tourist industry of Zhangjiajie has been in the good situation from the construction of the city. But with the varied market demands and aggravated tourist inndustry competition, the typical tourism living on sightseeing has not satisfied the need of modern tourists. Tourism in Zhangjiajie is facing with upgrading for transition. Based on the situation the article put out the topic that Zhangjiajie should develop ecological and cultural tourism. This topic will give some important actual guides and lessons for tourism development of our numerous midland or western areas where ecology environment is good but economy is underdeveloped.In the article, the conditions for Zhangjiajie developing ecological and cultural tourism were analysed firstly. Zhangjiajie city were built on tourism industry, and flourished on tourism industry as well. Zhangjiajie has some advantages to develop ecological and cultural tourism for the following reasons:fine ecology environment because Tourism is remarkable for smokeless industry; a large tourism market from tourism development over twenty years; increasingly perfect location condition;inherent advantage of ecological and cultural resource and positive external policy. For all that, tourism development in Zhangjiajie did not embody the worth of ecological and cultural tourism resources. Eco-tourism and cultural tourism were not merged into the other but in a shape of each administers in his own way. For this, tne article next analysed the developemnt situation and some question to inquiry developing ecological and cultural tourism in Zhangjiajie.As to objectively evaluate the development foreground of ecological and cultural tourism in Zhangjiajie, the article used AHP to build a evaluation system for developing ecological and cultural tourism. The system then was used to evaluate the ecological and cultural tourism in Zhangjiajie. The result shows that Zhangjiajie has many advantages to develop ecological and cultural tourism and has a good foreground. Lastly based on the actual situation in Zhangjiajie, the article put on some countermeasures to develop ecological and cultural tourism from planning, products, marketing, people protection and so on.