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.

General Party Congress the economy, politics, and culture as an organic whole of social development, formed the basic guidelines, and basic theory of primary stage of socialism. Comrade Jiang Zemin’s “three represents” thought highlighted the advanced culture in the important role of the economic and social progress. Cultural development has become an important component of overall national strength. Competition in the world today is not only the economic competition, political and military competition, also including cultural competition. Development of contemporary Chinese culture must be in the context of globalization, from highly detailed and profound manner the development strategy research on Chinese cultural significance for the development of strategic objectives, strategy, implementation, and steps, strategies guarantee a range of issues.
21st century development strategy difficulties in the study of Chinese culture is that cultural development as economic development does not have a definite material form, materialization quantization can materialize. Culture is a large capacity, covering a wide and debatable concept, general culture, special cultural theory. I think, should to culture is divided into three a level to defined, a is as culture career of culture, as library, and Museum, and masses cultural centers,, this is need Government as public career be support of; II is as culture industry of culture, as performances exhibition industry, and culture tourism, and art entertainment, and television broadcasting industry, and news publishing, and culture information industry, and creative planning industry, and sports athletic industry, and education training industry,, this is full can towards market, under public culture consumption need and boot upgrade culture aesthetic level and spawned of culture industry; three is between above both Zhijian of intermediary sexual culture, both has culture career nature, and has operating sexual features, as heritage identification, and literature journals, and art creation, and art comments,.
After broken down to three on the culture, I think the 21st century culture development strategy of China should follow the following five principles, implement six major strategies.
First, the principles of development strategy of China in 21st century culture
1. Two benefit principle. Culture of historic, ethnic and ideological characteristics, determines cultural development not only economic interests, the pursuit of maximum profits and give up social benefits, national interests and national interests must be in the pursuit of economic efficiency under the premise of upholding the social benefits. Therefore, the classification of culture, cultural industries, cultural variety, grading management, on the release of ideology is not strong in the entertainment industry, the rich ideological and cultural connotation of cultural products is an effective management and guidance.
2. The principles of sustainable development. China history culture accumulation deep, resources rich, in on history culture resources development, and local and the national culture resources configuration, and culture and economic integration process in the, are should adhere sustainable development principles, ordered favourable has moderation to development culture resources, set ecological culture, and ecological philosophy thought, cannot engage “culture great leap forward”, rushing headlong into mass action, heavy culture forms, and surface phenomenon and light culture connotation, and light culture quality, and light culture spirit, if makes culture just became a embellishment and furnishings, will eventually damage culture, became empty and false of pseudo culture.
3. Unique principles. Building Socialist culture with Chinese characteristics, is a fundamental proposition of the development strategy of our culture. What is China features culture? Confucianism, and spreading, and Buddhist, and more national culture, and geographical culture, and revolution culture,, are is China culture of areas, but I thought fundamental of is in 21st century China culture development strategy in the cannot average forced, and well organized to development, and should in world culture development pattern in the looking for China culture development of comparison advantage, including geographical culture features, and folk style features, and tourism culture features, and history culture features, and sports athletic features,. Only a unique, breakthrough, an invincible position in the global competition.
4. Market-oriented principle. Culture industry is undoubtedly to market demand and oriented to the principle of the market means not only cultural market here, also including the cultures of the world market. While, we to research existing culture market demand, constantly launched meet people increasingly growth of substances culture demand of culture products, on the more to research culture consumption psychological trend, research East-West culture collision Fusion by brings of new of culture consumption trend, research in culture products in the how imperceptibly to penetration national culture spirit, development new of culture products, training, and boot, and upgrade culture consumer of aesthetic consciousness, and national consciousness, and thought moral consciousness. I told this emphasis on market orientation is for cultural industries, on culture is hard to market oriented to requirements that is needed to be distinct.

5. Principles of system development. Culture career, and culture industry even penetration fusion in substances information production process in the of culture connotation is splendor offers, and diverse form of, must in macro vision, and system integration in the research culture form, and culture style, and culture symbol, and culture means, and culture value, research culture spirit of associated sexual, and interactive sexual, and overall sexual, and systemic, never can isolated to narrow to development a a culture form, caused culture shortsighted and culture flat of. All culture industry Zhijian, and culture career Zhijian, and culture industry and information industry Zhijian, and processing industry services, many industry Zhijian is mutual contact of, only integration linkage, to formation culture strong, and also only industry linkage, and system development, only may in cross penetration, and mutual associated in the spawned new of industry varieties, and new of industry chain, makes culture of creativity, and knowledge force, and imagine force real transformation for reality productivity.
Second, several aspects of 21st century culture development strategy in China
21st century development strategy of Chinese culture are macroscopic and microscopic, the overall and individual, between strategic and tactical research and strategy. I think that, in the broader reality of globalization background and profound traditional culture under the influence of history thousands of years, culture development in modern China’s strategic aim is to promote the coordinated development of China’s economic, political, cultural, the overall jump in, realize the great rejuvenation of the Chinese nation. Therefore, 21st century culture development strategy in China to explore for macroscopic systems from the following aspects:
1. Priority in development strategies. This is compared to other industries. Our understanding of the culture in particular cultural industries has compared the fuzzy, always felt that culture be virtual, soft, economy is solid, hard, no market economy thinking culture and culture industry into perspective, is lagging behind the development of culture, cultural industry only in recent years, and pillar industries in developed countries as a national important cultural industry, forming a complete research and development of cultural industry system. Therefore, in the national economy, we should establish priorities in the development of industrial cluster strategy of culture industry, developing phase
Policies and regulations, ensure the strategic status of priority development of culture.
2. Jump in development strategies. Although our country’s comprehensive national strength enhanced every year, but still has a large gap with developed countries, to reduce this gap as soon as possible the fundamental way is to accelerate the development of China’s cultural industry. China culture resources in world States most rich, Chinese of wisdom force, and imagine force, and creativity and developed of people compared without inferior even more excellent, if we speed up development China culture industry, on can jumped Feiteng, beyond history development of some stage, about go in world economic and integrated national strength of forefront, this is is other industry including manufacturing, and processing, and car, and metallurgical, and machinery, and mining, and food, traditional industry by cannot analogy of. Therefore, extraordinary leap-forward development of Chinese cultural industry is inevitable strategic choice of catch up with developed countries.
3. Advantages of development strategies. This is a “unique principle” strategy reflected. Compared to Chinese culture and the cultures of the world where the advantages of China national culture where the comparative advantages of regional culture, we should list a comparison list, by category, making rational judgments. Only through the repeated comparisons, can we find their characteristics, their different, their own advantage, before spending time and energy on the advantages. Common, ordinary, banal cultural suspended development, personality, excellent special, long culture of promoting. Meanwhile, culture is a dynamic process of development should be considered, especially in the collision of Eastern and Western cultures blend, advantages and disadvantages in certain historical conditions and the development of a culture of transformation is the process, momentary advantages may become disadvantages in the future, may become tomorrow’s advantages of disadvantages for the time being. How to make, is the philosophical proposition of culture development strategy and practice issues.
4. Excellent driving strategy. Boutique is a nation embodies the spirit of the culture, represent the pursuit of cultural development, culture, the cultural value of the highest level. Therefore, through the implementation of cultural quality strategy, promote healthy development of the country’s cultural undertakings and cultural industries as a whole. China’s cultural development cultural development pattern to form a pyramid, cultural quality, knowledge, theory, science, popular culture, fashion and culture, network culture to learn different levels for different audiences, along the development path of mutual cross effect, promoting the overall harmonious development of the culture.
5. Interactive strategy of infiltration. Contemporary culture of Chinese cultural development is by no means self-contained self-enclosed single development, it has intrinsic interlinkages with economic, political, material, political and spiritual unity of the three civilizations is to promote the prosperity of the countries and Nations of inner motivation. Therefore, research on development strategy of contemporary Chinese culture on the one hand to interlinkages between cultural undertakings and cultural industries promotion law and, on the other hand to study culture and the many economic and cultural integration and the infiltration of the industrial products, Research Commissioner of customs and culture and political civilization
Department of research on the important role of cultural factors in the promotion of economic development, cultural economics, economic, cultural, economic and cultural integration and coordination, mutual permeation interactive, is the inevitable trend of the 21st century China’s modernization process.
6. Talent strategy. Is the key to cultural development in 21st century China training compound, pioneering and innovative talent, in particular cultural industries management talent. National current subject directory, no “cultural studies” this discipline, the University’s chemistry-free, non-master of science in management of cultural industries and authorized, the status quo is not conducive to the development of contemporary Chinese culture. Therefore, the State Council degree Committee and the Ministry of education on the subject set, be clear “culture” of the nature, scope of subjects and training objectives, as a independent subject categories, originally scattered in other professional disciplines relating to cultural and professional discipline focused on “culture” of artistry. Tertiary institutions should be the creation of cultural science, Dr an additional master of cultural industry and cultural management, higher technical Institute of cultural industries should be established in all provinces, countries should establish cultural industries development fund, set up cultural industries research and Development Center for national and provincial levels, establish cultural information database of human resources, training community through various channels of cultural professionals need.