Folk culture as a region’s most distinctive culture, tourism culture is one of the important part of the folk cultural tourism development area, make folk-custom culture high-quality goods, will promote folk tourism, the development of the tourism industry. This paper discusses the connotation of the folk culture, folk culture in the value of tourism, and finally the development of folk culture tourism puts forward several Suggestions.

Folk culture is a kind of culture tourism resources, folk culture is a basic human culture, this is the long-term decline digestion and absorption of all human cultural factors in the process, is constantly being filtering, screening and precipitation, and condenses in people’s mental institutions of deep culture.

Folk culture in the modern tourism resources plays irreplaceable position.

A, folk culture and folk cultural tourism means.

Folk culture, is produced and inheritance in private, generation of cultural matters attacks, is in the common people’s (relative to the official) in the process of production and life by the formation of the series of material and spirit of the cultural phenomenon. And the folk custom culture tourism is to show people to view and admire, understand, taste, participation in local conditions and customs for the main purpose of the tour. The folk custom is intangible cultural resources, in the value of modern tourism are increasingly show come out, folk cultural tourism has become the most attractive tourist attractions.

Second, folk culture in the value of tourism.

1. The folk-custom culture is an important tourism resources.

China is a multi-ethnic country, 56 ethnic groups work together to create the motherland a long history and splendid culture. The han nationality and ethnic minorities clothing diet, weddings, entertain guest etiquette, amusement, the national technology, festival architectural form and so on, all have distinguishing feature each, formed our country rich and colorful folk cultural landscape. The folk culture phenomenon, with its rich content, strong local color, distinctive national features, attracting a large number of tourists at home and abroad, to form a our country folk tourism development the abundant resources, has the extremely high value for tourism.

The domestic one sampling survey indicates that the American tourists in China in the main goal is to appreciate the sites of interest accounted for 26%, and for the Chinese way of life, local conditions and customs of the most interested in is 56.7%. Current, no matter the developed countries and developing countries, folk tourism are already vigorous development.

2. Folk culture to meet the various needs of the tourists.

(1) to meet the folk culture of aesthetic demand. Our country all kinds of civil building, the folk dress, folk handicrafts reveal natural beauty of simplicity, high aesthetic value. The development of folk tourism, provide experience for tourists folk aesthetic culture of the good opportunity, often the tourists to access a memorable aesthetic feeling.

(2) to meet the folk culture of entertainment demand. Our country many folk activities, such as the Mongolian festival, zhuang and miao will march of the festival festival, lusheng dance, and so on, all has the strong entertainment properties. In tourism activities, for these unique traditional folk-custom activity, can well meet the tourists in the tourism activities for entertainment, the psychological demand for music.

(3) folk culture can satisfy the tourists spiritual needs. As a kind of folk culture from generation to generation, maintain the social stability and continuity, sustaining the national members of the national emotion. Through the participation, experience the folk tourism activities, for the domestic tourists, it may further understand the great motherland of different ethnic, regional are presented of the customs of different characteristics, feel a long history of the Chinese cultural view, visit subtly activities by vivid patriotism education.

Three, our country currently folk cultural tourism of the status quo.

Folk cultural change in the status quo is: surface changes rapidly, deep concept although change is slow, but many traditions are facing the fate of being broken. Traditional folk culture changes or change or disappear, this is the development of folk custom is a normal trend, and, in some folk cultural changes in the process, we really feel the charm of modernization. But no matter the material plane or a concept level, the folk culture change and some negative effect.

1. The traditional cultural value erosion.

In folk cultural changes, there is a special needs our attention phenomenon, that is the loss of traditional cultural value, it includes intangible cultural loss and tangible cultural loss this two respects. In intangible aspects mainly displays in as western Christmas, April fool’s day, valentine’s day, father’s day, mother’s day into our daily life, many of our young people like all these western festival, but for our traditional festivals such as Dragon Boat Festival and the double ninth festival more and more cold, etc. In the visible aspects mainly displays in our tradition of folk culture activities gradually reduce, some even disappeared. The traditional activities some needs a professional personnel, and now many young people all these activities to lack of interest, more won’t participate, that would give these activities lack of an obvious successor.

2. Folk cultural tourism development insufficiency.

Although China’s folk tourism development of achieved good effect, we adopt “people and folk custom villages, field folk custom villages, folk museum, festival activities way of national ecological museum, folk custom, subject tourism” folk tourism development model, folk tourism healthy and steady development. But in the process of development and there are a lot of problems is not optimistic, and the specific in four aspects:

One is not enough protection, protection way not perfect. To protect the folk culture in the legislation is insufficient, makes the folk culture “lawless”, no training good folk culture successor, make folk-custom culture face “lack of an obvious successor” awkward state, most of the protection measures according to have “hysteresis”, that is, the folk culture after damage to take protective measures.

2 it is the folk culture as “a cash cow”. Take “culture DaTai, economic act in an opera” the development mode of folk culture and economic construction, the relationship between more and more close, have the folk culture of commercialized trend. This development model in a certain extent do more harm than good, as 冯骥才 said “continue to take DaTai culture, economic act in an opera, dangers may be in 10 years before it saw”.

Three is folk culture development forge, destruction, assimilation serious. In order to attract the passenger, create more economic value, some local constantly imitate classic folk culture creating culture, some local blindly pursuing economic benefits and social benefit and ignore ecological benefit, some local actually show some low culture.

Four is vulgar culture YiDu not completely, the dross when essence, even with the feudal superstition, damage area folk culture image, the impact of socialist spiritual civilization construction.

Four, folk cultural tourism development strategy.

1. Fully explore folk culture, improve the grade of the folk tourist products.

Fully explore folk culture, is the use of investigation and evidence collection methods, and orderly development of the folk tourism spots or investigation of their component parts, in order to know a lot is beneficial to the development of the first data, from the point of view of comprehensive understanding of the folk culture development. According to the demand of people improve product entertaining and participation, prominent national characteristics, change a single ethnic village cabaret situation, from religious, social, economic, competitive carnival of folk reasonable, comprehensive development, give the folk tourist products deeper connotation to improve its quality.

2. Rich folk cultural tourism form and connotation.

The existing way to visit more facilities, folk display as folk. Guilin lijiang river such as the national park, LiuSanJie landscape garden belongs to with static visit primarily projects. This kind of villages have important aesthetic value and academic value, can make the tourists eye-opening and knowledge, and effectively protect the integrity of the traditional culture, to avoid the damage people. But along with the further development of modern tourism, pure scenic tour has far cannot completely meet in new’s mentality for tourists. So the dynamic, participation to visit the way more and more get the welcome of people. Through this type of visit allows visitors the way to personal feel local amorous feelings, out of the common road activities get in the body and mind fully joy and influence, and greatly improve the interest and participation of the visit.

3. Taking protective measures to prevent folk cultural assimilation.

To make folk-custom culture is the impact of foreign cultures and desalination, tourism, tourists from residents to two party taking protective measures: education and guide consciously protection and inheritance tourism residents folk culture. First, the government or the relevant departments to gradually lost some traditional, customs, habits, celebration, holiday, religious ceremony, to excavate and reproduce, make folk-custom culture get complete protection and passed down, and use this as tourism education material used. Second, the government or relevant departments should and tourist residents communication, let them know that the local traditional folk cultural value, and stimulate them to their life culture of pride and cultural consciousness, urge them active to maintain their own folk culture, and not to blindly accept foreign culture to change your life. Finally, the government and related departments can also use administrative or economic means to encourage and support some characteristics of traditional folk custom culture activities, the government can for tourism at the age of festivals offer all kinds of convenience, even can participate in organization and coordination, create the festive atmosphere, make folk-custom culture activities to consolidate and strengthen the inheritance get. Education and guided the tourists to reduce the influence of tourism folk culture.

4. Paying attention to folk custom culture and natural scenery, organic combination of cultural relics.

As a kind of cultural resources of folk customs and a prominent characteristics: will move a sex. In addition to the local folk activities activities, attracting tourists, also can move to a natural style area and other tourist city in performance, communication, so as to achieve a higher social and economic benefits. And natural scenery, organic combination of cultural relics, available now opening of the folk LvYouXian and built into the folk custom villages, folk custom area, folk museum, folk custom form of entertainment city folk stunt driving skills, the folk dance, folk snack, folk batiks, embroidery, weaving handicraft comprehensive development, will be unique folk tourism project introduce famous scenic natural, and domestic and foreign tourism city, as a fixed or mobility project, involved in tourism and cultural relics in the swim, make they promote each other, bring out the best in each other.

5. Intensify publicity folk tourism.

To adhere to the targeted corresponding supply and demand. Many development market demand project, set up the special experts department of the tourist market for effective factors analysis. Through television, radio, Internet and other multimedia to folk customs of publicity and promotion also can use some exhibition and expo on relevant information show to the public.

6. The high grade development and use of folk tourism resources, prevent “vulgar”

Folk tourism development to ensure that has charm of national culture can really be carrying forward and protection, we must put an end to wanton profane and distort tourist resources of folk customs phenomenon. Therefore, the high grade development and utilization of resources of folk customs for chess is key. The high grade development refers to folk tourism in resources development, aiming to correct this area of resource characteristic, combined with the region and surrounding area tourism environment, the unique folk displayed the amorous feelings, development construction folk tourism resources, should be on the local folk resources fully investigation and research, based on this, choose the development direction, to determine the cultural orientation, the best possible dig out the local folk resources potential.

In fact, the folk cultural tourism resources contain rich tourist value, and carry on the protective development, realize the sustainable development of the folk tourism resources, not only can realize its tourism value, also can bring certain social, cultural and economic benefit. Positive development of folk cultural tourism will be the folk tourism development in the future and a new way.

After more than 20 years of development, Sichuan tourism from the Foreign Affairs front-changing industry for the economic benefit of the community, formed the industrial scale. A September 2005 l cultural tourism industry revenue reached 569 in Sichuan province. $ 400 million, equivalent to the aggregate income last year. These achievements and participation and contribution of social capital is inseparable.

Sichuan basic experience in attracting investment in social capital cultural tourism industry

Reform and opening up 30 years to, provincial provincial government from I province actual departure, actively encourages and support social capital inputs culture tourism industry, in policy Shang given vigorously support, public opinion Shang given actively boot, environment Shang given vigorously help, attract has large civil funds into scenic development, and travel agency construction, and exhibition construction, and hotel catering, and tourism souvenirs development and the culture entertainment facilities of construction, made has obvious of results and successfully of experience.

(A) the emancipation policy support

1. Constantly update our concepts, set up to support private enterprises advanced concepts of tourism is to develop the productive forces.
2. Provincial has developed a series of related policies to promote investment in social capital and cultural tourism.
3. Provincial organizations actively tourism projects of investment activities at home and abroad.

(B) institutional innovations, business operations

Adhering to system innovation of tourism investment and development, is our province’s social capital invested an important experience of the cultural tourism industry. For example the famous “bifengxia mode” is the first in the national launch of separation of ownership and the right business model, it opens the precedent of the separation of ownership and operating rights. Mianyang “King ape hole” scenic areas, Suining China “dead sea” tourist area, and Yibin “world geopark” and “shihaidong town” of innovation system in scenic spot, scenic spots are large comprehensive social capital development of the first, on the integration of theory and practice to achieve a breakthrough in investment in social capital cultural tourism industry.

(C) market-oriented, participatory

With the booming domestic tourism market, tourism product’s development and the huge gap in funding conflicts, required investment funds through various channels. Developing “nongjiale” tourism, attracting and organization of collective and individual social capital in rural areas, become a great absorbing social capital development of our province’s successful initiatives in the tourism market. A few years mining, only attracting investment in social capital of Chengdu City cultural tourism industry with more than $ 10 billion. Chengdu neighboring cities and remote areas of ABA, panzhihua, dazhou city scenic spots attracted investment in social capital building also achieved remarkable results.

(D) conversion functions, to optimize the environment

In order to attract more investment in social capital’s tourism industry, all levels of Government attached great importance to the transformation of government functions, and strive for social capital into cultural tourism industry provides a good service. Provincial tourism administration and the provincial investment Bureau jointly held many times social capital investment activities. Cultural tourism industry development in Chengdu-thaw who accelerate the pace of urbanization, in a variety of ways to attract private capital investment in urban renewal, transport facilities and the construction of tourist scenic spots, municipal Tourism Bureau to strengthen social capital investment in cultural tourism industry-related policy research strives to provide fair and reasonable policy of investment in social capital cultural tourism industry environment, significant results have been achieved. Tourism Bureau of Yibin city, yaan City Tourist Office and positive reform project examination and approval system, simplify the examination and approval links, alleviate the economic burden of private tourism enterprises, investment in social capital cultural tourism industry has created a wealth of experience.

Second, investment in social capital of the difficulties of cultural tourism industry in Sichuan

Although the province in terms of attracting investment in social capital cultural tourism industry be bold in making innovation, adhere to the positive policy oriented, to transform their functions and to create favorable investment environment has made significant achievements, however, and the province compared to the huge funding gap for urgent development of tourism resources, there are a lot of room to attract investment in social capital difficult issues still outstanding.

(A) the ideological understanding is not uniform, is the prime factors of restricting investment in social capital cultural tourism industry

Investment in social capital like to vigorously attract cultural tourism industry and how to put on the issues of cultural tourism industry, there has always been different opinions. The transfer of the right to operate mainly in the tourist can issue, industry started to transfer, on the one hand the buyout binge of managerial authority of scenic spot, on the other hand in the community and some government departments also has caused huge controversy, backlash even incur a resolute and strong criticism. This recognition far from unified phenomenon, into the serious constraints to investment in social capital cultural tourism industry’s spiritual shackles.

(B) is located in the Inland Sichuan, lack of attract foreign investment consortium of cultural tourism industry regional advantages

Whether it be compared with the developed coastal provinces and cities, and is also compared to neighboring provinces, Sichuan in attracting foreign investors, particularly large consortia of investment and lack of obvious cultural tourism industry regional advantages.

(C) inadequate local strength of the private economy, lack of investment in cultural tourism industry energy

According to the information on the development of private economy in our province and the coastal provinces than there is a big gap. For example, in respect of private economy to achieve added value, above 37% per cent of the gross national product in our province, but generally in coastal areas in 55%, some even up to 80% a cent. From a size point of view, 500 throughout the country’s largest private enterprise, Zhejiang has 170 households, and only more than 10 households in our province. Strength came from the private economy itself, there is indeed a “stamp” little “emboldened” the problem of insufficient. Then from the cultural tourism industry in our province to attract the actual effect of social capital, there is indeed a “small, little, San” problem. For example, in a travel agency of investment building, there is a similar problem (see table below).
Names in total investment (million yuan) in employment (persons) revenue (million dollars) to tax (million)
Guangan 299 56 639
Zigong 650 118 5.8629
Mianyang 22274.72 610 22.35
Luzhou Chau 206 1800.1323
Yaan 175 28 216.6
Leshan 932 362 15
Suining 90 21 44
ABA 1685 340 3.3
Ziyang 413 92 1.8
Deyang 901.3 229 5.5
Yibin 101 510 181
Bazhong 162 35 0.88
Panzhihua 90 18 54
Dazhou 135 21 1.23
Guangyuan 156 117 607
Meishan 289 107 1719
Total 8353.02 25533.3823
According to the provincial tourism 2004 survey data.

(D) comparison of blind investment highlights

For some tours such as some investors investment laws and regulations are not very familiar with, dujiangyan golf course investment case. For example, investments in tourism, tourism investment professional investors, low levels of repeat, follow the beaten track, PI County Park, Jintang Wildlife Park in the world are of this type of situation.

(V) institutional obstacles is the rigid constraints

Tourism resources by the State, multi-functional management system, social capital is a private enterprise and put in the broken heart of tourist enterprises. This system is the biggest malady of: entering the market approval of program coordination complex, difficult, long operation period, remaining problems. Profit system costs, opportunity costs are high, low marginal benefit, has seriously dampened enthusiasm for investment in social capital of cultural tourism industry. And also enterprise operating process in the of capital ownership, and resources using and development right, and resources management and protection right, and proceeds right, ownership problem always difficult to defined, some local to attract social capital entered culture tourism industry, take has first entered, and Hou defined, results often let social capital damaged, these practices not only serious contusion has enterprise of operating enthusiasm, damage has enterprise of interests, and became has social capital steering culture tourism industry of main concerns and maximum of system obstacles.

(Vi) social capital into cultural tourism industry policy threshold too high

Tourism resources based on the State of awareness into the tourism market to establish a higher threshold, quality bond issues such as travel agencies, Tour Auto qualification issues such as transport, are higher requirements for social capital. Development of cultural tourism industry itself needs to have multiple levels of capital input and participation, these characteristics suitable for smaller and decentralized social capital investment, but conflict with the high threshold of people in the tourism market.

(VII) local and industry protectionism rather serious

Some local governments and industry Management Department in order to narrow, often localized and short-term economic interests, using various means of protectionism. If some traffic Department prohibited in Sichuan provincial tourism vehicles operating within the territory;
City to require travel agency must use only the specified tourist vehicles; some States travel agencies will not offsite management; prohibition of vehicles into the area of travel agencies in some spots, and vehicles must be specified swap area, and so on. These direct and indirect consequences of the phenomenon of local protectionism, is increasing the transaction costs of the capital, in particular in the field of social capital, began to block foreign capital into the negative effects of tourism in our province.

Third, vigorously attract recommendations of the social capital into the cultural tourism industry in Sichuan

(A) new ideas, establish and vigorously attract new concept of social capital into the cultural tourism industry in Sichuan

Idea is to vigorously attract social capital into priority issues of cultural tourism industry in Sichuan. As a province of tourism resources in Western China, faced a serious funding shortfall will be our long-term problems. Rely solely on the financial devote sufficient funds to tourism, attractions, and other resources to implement free protection is not realistic. Therefore, require particularly closely related to the tourism development in the province of functional departments, must further emancipate our minds, new ideas.

1. Breaking protection concepts for the protection, you must set up the first scenic resources is a concept of economic resources. Practice has proven that rational tourism development, not only will not cause damage to cultural resources, but also conducive to the protection of the environment and cultural resources, in favour of local economic development. In fact, the culture is different from other resources, its history and reality of value function already has the characteristics and significance of cultural capital. Nature of the capital, is that it is the capital base of the cultural industry. And the industry as a head of the cultural industries, is leading on a creative planning, through the cultural capital of imagery and image effects to attract people’s attention and experience of landscape resources, psychological and physical pleasure and satisfaction so as to realize the social and economic benefits. Therefore, on cultural tourism resources cannot simply as a general resource, but as economic resources, in practice, it is necessary to adhere to the first principle of the protection, but also to uphold the principle of rational utilization.

2. Breaking despise/scorn the concept of social capital, establish and vigorously attract the concept of social capital into cultural tourism industry is imperative. Attract cultural tourism industry on the issue of social capital, social capital to overcome unreliable, not believe in the concept of, establish a boldly attract and guiding ideology.

3. Get rid of “waiting, relying on, and” thought, establish a “initiative to attract, active service” concept. Traditional ways of helping the poor, made some poor areas to form the “waiting, relying on, and to” rely on the Government of the fixed pattern of thinking. Tourism resource-rich province where is older, less precisely, edges, poor areas eat upon that lie in the financial relief and development inputs still when it comes to “such and the,” ideological concepts, in some places also plays a role in tenacious. This effect is strong barrier to attract investment in social capital cultural tourism industry. In the new historical period, local governments particularly poor local Party Committee and Government at all levels must consciously break down that “such and the,” ideological concepts, firmly establishing “initiative to create conditions for active service, initiative to attract,” advanced concepts.

(Ii) break monopoly, cultural tourism industry to develop social capital investment-related policies

To seriously implement State Council Yu this year February introduced of on encourages support and boot individual private, non–public economic development of several views under (following short views under), recommendations about research sector and actual work sector, common research developed Sichuan vigorously attract social capital inputs culture tourism industry of supporting rules and specific measures, has targeted of solution industry monopoly serious, Foundation facilities investment difficult, financial support channels less, social capital inputs culture tourism industry of highlight bottleneck. Efforts to create fair social capital cultural tourism industry, health policy environment.

(C) financial support, increased government investment in cultural tourism industry in General

Financial investment in cultural tourism industry has the significance of the decision, government financial investment made in these areas, as social capital into cultural tourism industry has laid a good foundation.

(D) avoid blind investment, develop guidance published a variety of investment in tourism product development

Because of the long investment cycles for tourism, from making investment decisions to the last product outputs have a certain delay, this period will be a lot of investors at the same time to enter the same investment in tourism product, which may result in a range of individual products within a certain time period and a great number of vicious competition, and reducing resource efficiency, social transaction costs. Therefore, in order to avoid blind investment, tourism authorities should formulate guidance published a variety of investment in tourism product development. ’

(E) broaden the financing channels for investment in social capital provides a wide range of cultural tourism industry support
1. Financial sector to increase the intensity of support for the private economy in tourism industry, of the existing tourist industry has grown in the private economy. Such as travel agents and travel problems the small scale of production enterprises, hope through the financial sector, mainly commercial banks for such SMEs credit support, active development of guarantee funds for SMEs and venture capital funds, further expanding the Fund’s investments, small and medium size enterprises guarantee loans difficult bottlenecks.

2. Expand direct financing channel of private economy, private economic investment in enhanced direct financing capacity of the cultural tourism industry. Such as private enterprises can allow credit good after credit rating of the credit intermediary, issuance of corporate bonds; through secondary market financing so that more private enterprise strength; possibility of breaking the boundaries of ownership, allowing cultural tourism industry and create conditions for social capital into such issues as equity financing in the capital markets make a difference, are worth exploring and break through some of the questions. Aimed through the establishment of a multi-channel, and diversification of financial markets to encourage and guide social capital cultural tourism industry, enabling cultural tourism industry to timely access to necessary financial support.

3. In urban construction as the center of tourism, greatly expand financing channel of social capital. In promoting tourism in the development of the city, to take advantage of financing fixed assets, intangible assets and movable assets financing financing. Not dynamic assets financing, apart from city (town) of tourism property resources outside, main is means through city (town) of estate (land assets) to for city (town) tourism development seeking more large of development, and thaw set more of constructive funds; can dynamic assets financing, apart from through city (town) tourism attractions, and scenic of tickets income, can becomes liquidity funds note people City (town) tourism development construction in the to zhiwai, also can through absorb social capital and through full using capital markets (as public bond) for city (town) tourism development construction injection more of funds; intangible assets financing, is through sale tourism attractions, and scenic Crown name right, and planning right, and right, and management right, and development right,, for city (town) tourism attractions, and scenic construction (including city town tourism attractions, and scenic Foundation facilities construction) thaw set funds. This method of financing, is characteristic of the new concept and has greater potential and vitality of new forms of financing, and thus more vitality and development space.

4. With fine scenic construction as a link, social capital initiative to attract investment and cultural tourism. I abnormal enrichment of special tourism resources in the actual situation, can be considered in the original to determine on the basis of the construction of five major tourism attractions, tourism scenic area for further research to identify new construction projects. Shunan bamboo-sea and a stone residence of Hai Dong village boutique tourist area, Sichuan-Shaanxi Soviet area a martyr boutique tourist area, Sichuan, Guizhou, Chongqing “Fu Bao-golden triangle” of chishui River boutique tourist area, Luding Bridge battlefield site of the Red Army a hailuogou glacier and forest park boutique tourist area, the Red Army’s long March Memorial Park, Hong Yuan Prairie boutique eco-boutique, Lugu Lake in panxi sunshine tourism area in tourist areas such as. Formed several excellent tourist area of mass tourism development projects to attract strong private enterprise and investment in social capital.

(F) highlighting key industry factors, around the “row, live, visit” construction of tourist facilities launched an investment campaign

Affect the development of cultural tourism industry in our province are the biggest problems on the scale of construction could not keep up with hardware, irrational elements of industrial structure. “Row, accommodation, travel, eating, shopping and entertainment” six elements of development are not fully, but still the most prominent is the shortage of transport, accommodation and recreational facilities and weak. Such as traffic problems despite years of efforts to build, especially in recent years, the construction of highways, the County Circuit, regional airports have much progress, but Shu Road hard and “Commander tour short” the situation is still not fundamentally resolved. Therefore, cannot fail to see the traffic problem is still the primary factors for the development of cultural tourism industry in our province. Only the “line” the Chief problem has been solved, tourists to come, and into faster, faster, open, flow, forming large scale tourism. Accommodation shortage is restricting the development of cultural tourism industry in our province and a weakness. For example, in 2004 about thousands of foreign tourists to the Prefecture of danba, daocheng and other places when appears a serious shortage of accommodation. This phenomenon shows due to the cultural tourism industry in our province fairly high degree of dependence on natural resources, and also subject to natural resources is high. Therefore, many resources particular region also afraid to vigorously promote, fearing that once the publicity, visitors flocked, problems affecting the tourism image of shortage of accommodation. “You” on the construction of our province there are some outstanding issues. Mainly “tour” of the “attraction” is not strong, “alive” is not enough potential glamour to play out. The reason is that many of the key core of hardware facilities, attractions attract tourists in scenic spots and cultural creativity can not keep up. Regardless of hardware facilities or cultural creativity is requires significant investment. And the fundamental way to solve these problems is to tentacles of attracting private enterprise and social capital. Dare to build the traffic (including construction), hotel accommodation and core attractions for private enterprises and the construction of social capital in scenic spots open. Such as has purpose of design and prepared some large project, delineated traffic and hotel Hotel and core scenic concentrated construction of some project, specifically boot private enterprise and social capital for investment, such as, currently has built of some aviation extension airport, because long-term mismanagement, into has “chicken field”, is endangered collapse of phenomenon, can through delegate operating, and leasing contracting, way attract social capital main operating or participation operating, makes its became tourism traffic facilities.

(VII) promoting “introduce” strategy, managed to draw foreign consortia investment culture in our province’s tourism industry

1. To firmly grasp the implementation of the national tourism administration in conjunction with the Department of Commerce study on amendment of the interim provisions on the establishment of foreign holdings, wholly foreign-owned travel agency opportunities, actively introducing foreign holdings, wholly foreign-owned travel agencies, provide a good investment environment for them, help them solve all the problems in the investment. Offices in overseas cooperation with national agencies, to borrow the Office space and equipment, local staff employed as agents of tourism enterprises in our province, related businesses.

2. Full application of policies of foreign banks in China, providing services, proactive communication and foreign banks towards foreign banks on cultural tourism industry in a variety of investment in our province.

3. Establish a culture of foreign investment to the province’s tourism industry financing of guarantee funds, can be taken out of the Government, enterprise approach, establishing foreign-funded enterprises credit guarantee fund for foreign investment in cultural tourism industry in our province to provide financial security.

4. Establishing information service system to attract foreign investment, attract foreign investment and development issues, often affecting investor and bad information demand key to party to strike a deal, especially in the geographic location is more closed disadvantage in the province, focuses on information services was more important. Therefore, it is necessary to elaborate on the basis of the tenders, dissemination of information to the article by all means, try to make foreign investors more information and create more investment opportunities for them.

(H) on the basis of census resources, establish and launch tourism investment project

Census of tourism resources, establishment of Sichuan tourism resources, and tourism departments of the provincial government has already started this work. In line with the in-depth development of the investment promotion work, need combined with compilation of the report on the development of cultural tourism, further tourism investment project is selected to initiate a new round of massive investment promotion activities.

1. On tourism resources on the basis of the census, for all categories of registration of tourism resources exploitation and utilization of construction; tourism resources by region and type of collation file, respectively; in developed, developing and undeveloped tourism resources classification file; preparation of Sichuan tourism resources maps.

2. According to the Census of tourism resources, revised master plan of development of cultural tourism industry in Sichuan. According to the Census of Sichuan tourism resources information, amendments to Sichuan tourism development master plan. Overall planning of Sichuan regional characteristic and development orientation of tourism should clearly reflect Sichuan tourist resources advantages, clear objectives for the development of Sichuan tourism and sustainable development of Sichuan tourism strategy and direction.

3. According to the master plan of development of cultural tourism industry in Sichuan, identifying tourism development projects. Development project of cultural tourism industry in Sichuan established should reflect the characteristics of tourist resources in Sichuan, in line with General Sichuan tourism planning and development needs of the industry chain of cultural tourism industry in Sichuan. Development Centre of the development project should be clearly indicated, relevant supporting projects, developing schedules. On the development of Sichuan tourism development project established by justification and feasibility report on investment. Feasibility report should request concrete real, to clear the project’s direct capital needs, supporting demand for capital, the investment period and investment recovery period and the expected return on investment.

4. Publicize project development plans. Of existing advocacy resources and take full advantage of all available means, the formation of Sichuan publicity platform of unified, holistic, complete system, continuously promote Sichuan tourism, on this basis, Sichuan tourism development projects and foreign investment policies and measures to the public, to attract attention of the broader investment.

The Chinese nation has a history of 5,000 years of civilization, and had in this land of precipitation made an contribution in various areas of the Chinese nation spirit. Hebei province also has a long history, with such a host of celebrities and historical legends of ancient history. This article from the three main areas: ancient celebrity of the existing cultural attractions, you can learn from successful example of cultural development of ancient celebrities and celebrity culture in Hebei province tourism development planning, discussion on development prospects, improve the quality of celebrity culture tourism development.

　　Today’s era of growing economic development, people have more and more time concern culture, TV media disseminating traditional culture with popular Lecture Room program exists, demonstrated the public’s interest in traditional culture itself. 2011 China cultural tourism year, people in leisure time, not only concerns the natural landscape, but increasingly care about the cultural connotation of tourism itself. Original culture tourism resources in tourism is very important to the development of the various provinces and cities economy under the economic status of the source of, creating effect of celebrity culture, further enhancing urban brands, becoming an important development for cultural tourism in many urban development.

　　In such an atmosphere of cultural tourism, better create cultural tourism brands, for cultural promotion is of positive significance for tourism of the province as a whole. For combing of the ancient celebrity culture resources in Hebei province, explore, plan, for our further development, improve the quality of ancient culture of celebrity is of positive significance.

　　1 Overview of the ancient culture of celebrity tourist attractions in Hebei province.

　　Hebei province has legend from the period of the Yellow Emperor period, ancient experience 5,000 years of civilization. Baoding, and Cangzhou, and Qinhuangdao, and Tangshan, and Chengde, and Zhangjiakou, and Langfang, and Cangzhou, and Shijiazhuang, and hengshui, and xingtai, and Handan each area are has own of ancient celebrity resources, can feel to in this tablets land of each corner are scattered was history of memory, those history character, and story, and legend precipitation out of is Hebei province of entire history, in better of scenery rendering of when, seemed can feel to history of pulse beat. Old celebrity culture tourism resources development in Hebei province, combs from several aspects, and these ancient celebrity culture tourism resources development and natural resources as a whole is also closely related and it cannot be divorced from the entire tourist State, learn about the various different mode of existence of the ancient culture of celebrity, can only be developed in more detail, and enhance the inherent qualities of the ancient culture of celebrity tourist.

　　First class on the history of legends class spots: mengjiangnvmiao, also known as the “Temple of Virgin”. Qinhuangdao 215 BC Qin Shihuang East patrol to this worship the sea took and is stationed in clear the way for the emperor to the named, is the only one by one city named after the monarch name. Lingshan legend, Ling Shan is nuwa Empress sky refining stone. Cangzhou Temple record thousands of children fangshixufu rate in the Qin dynasty pure youth and maiden East, hundreds of workers worked into success stories. Wu Ling congtai, legend, was buried the warring States period Zhao Wuling Emperor (325 BC to 299 BC) built, has a history of more than 2000 years ago. Jing-Liang Lake scenic area in particular Lurker Jing-Liang but sent from afar dressing here, take the garment of legend. Return-lane city street in Handan area, legend, the warring States period Zhao Shangqing Lin Xiangru was to give way to General Lian Po return here, thus come the name Lin Xiangru return roadway. Handan huangliangmeng Lv Xian Temple is based on legends of Tang Shen JI-written by both built in the Pillow Book of stories. Handan learning learning bridge original wooden pontoon bridge, Ming Wanli (1617) converted the stone bridge, rebuilt after the liberation was not the true features of past learning bridge. Handan shexian storage Palace is the largest in China, Zhao built the oldest dedicated to complex of ancient Chinese ancestor of nuwa.

　　On the ruins of the ancient cemetery of celebrity’s former residence of the second kind: positive definite is the name to Zhao Zilong’s home town of the three kingdoms, is also hometown of Cao Xueqin’s ancestors of Cao Bin. Xingtai Qiu Bianque Temple scenic area according to the record was founded in the Han, is a sacrifice a medical Saint Zu Bianque in important places. In the territory of Eastern Royal Tombs of the Qing Dynasty in zunhua, China’s existing system of the most ambitious scale, the most complete and most decent layout Imperial mausoleum complex. Dingzhou steles homes tall Phong tho holds a good under the Eastern Han Tomb, which is 1700 years of history. Mancheng Han tombs, Xiling, Lan Ling Wang Qing tombs, etc.

　　Third class on the history of celebrity event: mountain resort is the largest of China’s existing Imperial garden. Xiahuayuan, Zhangjiakou jimingshan area, a mountain climbing together own all, Wen Chengdi the Northern Wei, and Emperor Taizong, and Emperor Taizong of Song, and Liao LY Thanh ton, Liao Xiao Taihou, Yuan Shundi, Zhengtong Emperor, Emperor Kang Xi Qing emperors were successively visit jimingshan history had an emperor, Cao Cao, Emperor Taizong, and other nine boarding of the Eternal God Kings-Dake Jieshishan.

　　These have been developed in the ancient Hall of culture resources, we can feel the cultural history of long and heavy, but most of the resources that have been developed, had lack in intensity and scale, and some development spent heavily, but not really to create a cultural effect of the ancient celebrity. So clear from different perspectives and development of existing resources, for us to further improve the quality of old celebrity culture tourism has important significance.

　　2 ancient celebrity culture resources in Hebei province development success paradigms of reference.

　　Explore the famous scenic spot for tourists, and is the process in tourism to relax can enjoy the beautiful mountains and rivers in dachuan and at the same time stroking the culture, so tourists wander the celebrities of the profound cultural connotation of landscape and natural beauty, it is necessary to better build the ancient culture of celebrity tourist quality. On celebrity and tourism of relationship, “mountain is not high, has cents is name; water not in deep, has Dragon is Ling”, this sentence Tang poet Liu Yuxi of famous has is clear to told we, natural landscape of beautiful is required celebrity charm given promotion, makes more of people can appreciation beautiful scenery, feel to culture of heavy, run property fine silent to infiltration everyone of soul deep. From among the members for the development of ancient culture of celebrity, lessons from success mode has the following aspects:

　　First is to seek expensive because of name, win due to name places. For example, “the South three names/f” ‘ Yueyang Tower, Pavilion of Prince Teng and the yellow crane Tower is because Fan Zhongyan, Wang Bo, and Cui Hao is famous for its textual.

　　Second is to seek celebrity build successful example of cultural tourism. For example in Mianyang City, Sichuan province, the “Li” the card you played very loud, Li Bai’s cultural atmosphere very thick, Li Bai’s cultural tour was the fire. Qinglianzhen Bai’s hometown in Mianyang City, urban, White Park, Hai Wu Li Bai Memorial Hall Museum, white hole scenic spots of the effect of the Sun. Numerous hometown of Li Bai’s scenic spots, Longxi homes, white Temple, taibai steles, Tomb of Li Bai’s dress, grinding powder needle Creek, ink wash pool, bamboo floor, both as a provincial heritage organization.

　　Third is a cultural tourism in seeking celebrity to create positive suggestions: such as the development and construction of celebrity Memorial Hall, Museum; development of celebrities and celebrity stories sculpture; development and construction of celebrity mausoleum; development and construction of celebrity culture square; development of tourism commodity development celebrity culture. With the development of modern tourism, will have their own history and famous people as world tourism commodities development of high quality. Publishing celebrity story books and audio-visual products; design exquisite pictorial souvenir of the deeds of famous people or celebrities, circulation commemorative coins, Commemorative Medal, type dough sculpture, mud, wood carving, pocket-sized portable celebrities celebrity bust or whole-body bronze statue, calligraphy and calligraphy.

　　IV is to seek celebrity culture tourism resources development in Hebei province’s vision: the development of Chinese “three progenitor” culture, Qing dynasty historical culture tourism resources development, development-national historical and cultural city of Handan cultural resources, Handan China “Township of the allusions” reputation, tourism and culture of ancient and modern closely, improve its quality, enrich their connotations.

　　V is seeking suitable all kinds of Festival activities for promoting a culture of celebrity, real and large performances, there is now the new extension out of classic films and filming and the show. For example, show the Romance on Lushan Mountain in Lushan, Liang Shanbo and Zhu Yingtai theatre performances and so on.

　　The content is in celebrity culture tourism development in ancient China of some small examples of, we can by inspection and investigation in the field of information, learn the essence of tourism development in developed areas, the planning prospects of ancient celebrity culture development in Hebei province and actually build belongs to the unique quality of cultural tourism in Hebei province, creating true brand, achieve the effect of celebrity culture.

　　3 ancient celebrity culture tourism resources in Hebei province development plan.

　　So many brilliant If Morningstar resources and sites of the ancient culture of celebrity, to build famous brand effect and the classic tourist routes of the ancient celebrity is the most important, at the same time we also need to remember all of those who live on this land and the spray of blood, but not necessarily all material entities make to complete such a cultural memory. So is the most important of the overall planning, and planning to do when, at the same time to remove the malignant competition solely to economic benefits of tourism, not respecting the true historical facts. Many celebrity types in Hebei province, Yan Zhao, the ancient celebrity of the Earth in different areas of China had achieved remarkable results. In these ancient celebrities, shown by their performance and relevance of this land have varied, more or less of the relation, now centered on the character, to birthplace or hometown for the purpose, in the original ancient celebrity has developed on the basis of cultural tourism, to plan for ancient celebrity of the prospects for cultural tourism in Hebei province.

　　First, the tourist development of most valuable historical legend. Wearing Hu dress, and picked tablets, to bite, and relieve the State of Zhao by besieging the State of Wei, and law-abiding, medicine King return sth. to its owner in good condition “, deer” traditions, Huang Liangmei dream, Meng Zhang Fei fine brushwork of beauty, the utmost sincerity can influence even metal and stone had a touching story behind these historical legends, some related to each other, but with a historical legends of ancient celebrity had better have an overall planning, avoiding fragmented and repetitive.

　　Second, the monarch class of celebrity culture tourism development. Zhao Wuling Emperor and the Yan Zhaowang, stories about them are many, are for the social development has positive significance. Qin Shi Huang of the character, his legend has it that many and scattered throughout, such as the Temple of thousands of children, for example, took to the sea, and his birthplace, death is not a place you will find the remains of to develop the remains of the ancient culture of celebrity, truly to achieve development.

　　Third, cultural tourism development of literary and artistic celebrities of the class. Northern Wei Dynasty geographer, essayist Li road; the Northern Wei Dynasty essayist Yang 衒zhi. Atheist writers, and when the Northern dynasties of Wei and Qi Xing Shao; Northern Qi Wei Shou of literary historians. Sui dynasty poet Lu Sidao. Tang dynasty poets Cui Hu, Li Qiao, and Lu Yanrang, Lu Zhao, Liu Chang; essayist in the Tang dynasty Li hua. Wang Ruoxu Jin dynasty and the writer and literary critic. Guan Han-Qing’s zaju in the Yuan dynasty writer, Yuan dynasty dramatists Li Haogu, Shang Zhongxian. Northern Song dynasty writer Liu Jun, Liu opened. Ming dynasty writer Ma Zhongxi, Zhao Nan Ming dynasty writer-star. Writer of the late Qing dynasty scholars, JI yun. Ancestral home of the Qing dynasty writer Cao Xueqin fengrun, Hebei people. They had a lot of books left to later generations, is well developed and enriched the cultural tourism resources.

　　Four, celebrity culture tourism development of the political class. Solitary bamboo Guo Shuqi, Bo Yi in the end. The Yan State higher far out in the late warring States period. Qin Nanyue King Zhao Tuo. The Western Han dynasty Chancellor Dou Ying. When the three kingdoms of Shu General Zhao Yun, and Zhang Fei. Statesman of the Tang dynasty Wei Zheng; Song Jing Tang dynasty name. Anti-Yuan generals Zhang Shijie of the Southern Song dynasty, Song dynasty national hero Li Ruoshui. Politicians, jurists He Rongzu in Yuan dynasty.

　　V, class of celebrity culture tourism development scientists. Spring and autumn and warring States period famous doctor Bian Que. Eastern Han dynasty physician Pi Tong. Between the Southern Dynasties Song Qi scientists Zu Chongzhi, mathematician Zu 暅zhi between Qi and Liang dynasties. Scribes in sui, astronomers Liu Chao, Lu Fa, the phonological statement. Drug in early Tang dynasty historian Li Bai. Five Dynasties Li Ting masters of ink. Famous physician Liu Wansu Jin dynasty, famous physician of Jin dynasty and the early Yuan Li Gao “, Jin and Yuan dynasties of four”. Great astronomers, mathematicians, the Yuan dynasty of China water conservancy experts and equipment manufacturing Guo shoujing, mathematician of the Yuan dynasty by Li ye. Late Ming and early Qing calendar historian Fu Wei squamous cell.

　　From Jiaqing to Daoguang’s famous doctor Wang qingren ‘s. Contribution worthy of future generations to respect them in various areas of frontier and learn.

　　VI, celebrity artists such the development of cultural tourism. High attainments of musician LI in Han dynasty. Sui dynasty painter Zhan Ziqian. Five Dynasties to the Later Tang Dynasty painter 同 “镶” Hu. Calligrapher and poet in Yuan dynasty xianyushu. The Tang dynasty writer and calligrapher Li Yangbing. Southern Song dynasty painter Zhao Boju Sun Emperor t ‘ AI VII, Emperor t ‘ AI Zhao Mengjian Sun 11th. Famous painters of the Yuan dynasty Liu Guan road. Painters of the Northern Song dynasty emperor Zhao Ji, Hebei Zhuo County people.

　　With folk legends and stories associated with the ancient celebrity, though some celebrity is on this land there is short, but still brings the most dazzling glory, so we should write them in the historical memory of legend for everyone, even minor, it is also very necessary. And in the development of these resources and have had a relatively large gap between the resources, so we need on the basis of the original consolidation, new tourism brand of celebrity culture in ancient times.

　　Comments.

　　① Lee Chapman. Hall of culture and tourism development of three gorges project [j]. sanxia University, 2003.

　　② the bear spring water. Creating cultural attractions should be begun Tao Yuanming brand. Kowloon network, 2006.

　　③ Xu Wenjian. Region three-dimensional development of cultural tourism resources in Hebei province.

　　References.

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　　[2] Li tianyuan. Tourism [m]. Beijing: higher education press, 2006, (3).

　　[3] Wu Bihu. Regional tourism planning theory [m]. Beijing: China Tourism press, 2001, (5).

　　[4] Zhang Cailie. Celebrity Attractions tourism in China [m]. Beijing: the University Press, 1996.

　　[5] Hebei tourism information site.