当前位置:首页 >> 企业管理 >>

Integration of local culture with tourism------The way of developing tourism performing art in China


Integration of local culture with tourism------The way of developing tourism performing art in China
1. Introduction With the rapid development of tourism industry in China, the integration of local culture and tourism is becoming more and more prominent. As we know, local culture is the spirit of tourism industry, tourism is the carrier of local culture simultaneously. Under the drive of creativity, new information and technology has been produced and propagated, it is not only the good way to arouse the regeneration of single industry, but also contribute to the combination of multiple industries. In recent years, tourism performing art is faced with the challenge of mixing current resources with tourism industry in China. Since the traditional development mode is relying on investing tangible resources to create the growth of tourism and economy. Tourism performing art is so restricted to limited resource environment and capital that it is difficult to succeed. Meanwhile, some of the tourism performing art has got failure despite of the favorable natural conditions. Based on this fact, it is important to exploit local culture rather than single natural resources, which means that focusing on local cultural elements of the creative economy is the environmental way to promote tourism performing art in China. This essay is going to start from the principle of utilizing local culture to discuss the way of promoting tourism performing art in China. The first part is the literature review of the current situation of tourism performing art in China, including empirical study in different kinds of performing art, authenticity of performing art as well as the environmental elements of tourism performing art. Then move on to a successful performing art as case study, exploring how “Eternal Sentiment of Song City” makes full use of local culture to gain great reputation among tourism industry in China. The final part would be the recommendation for tourism performing art and the conclusion. 2. Literature Review In China, the earliest literature related to tourism performing art was from theme park performance and recreational scenic performance, mainly studying on its characteristics, function as well as development. With the important role of performing art in building image and destination promotion, recreational activity acts as the main target market of leisure and tourism. Therefore the related theories are also increasing. The main areas of research are: ⑴ Induction the definition of tourism performing art and at the same time analyze its development, the role and meaning; ⑵ Case studies in tourism performing art, which are from product level, enterprise level, strategy level to explore the specific production processes, production systems, value orientation and production patterns, etc; ⑶ Aiming at current problems in tourism performing market, and summarize
1

the basic experience as well as main living conditions, analyzing the evolution paths and development trend of tourism performing art in China. It seems that the above research is improving continually. The focus of research is stepping into releasing cultural resources, strengthening travel experience, building tourism brand, and promoting a high degree of economic development as well. However, the overall research system is relatively weak. Lacking more comprehensive study of logic, particularly in exploitation of local resources and analysis of environmental development is limited. 2.1 Empirical Study of Tourism performing products Empirical studies on tourism entertainment products are mainly divided into three categories, followed by the theme park performing art, a large hill &water virtual performing art, theatre and touring performing art. These targeted case studies have a positive practical significance for future development of tourism performing art. 2.1.1 Empirical study of theme park performing product Leilei (2005) considered theme park in Shenzhen Overseas China Town as typical case, from the perspective of industry chain to its core Industry, directly related industry and supporting services industries segments, to study the production mode of its culture industry production. Hongbao (2009) summarized the successful experience of Changzhou Dinosaur Park because of good marketing strategy, pointing out the performance form of recreation performing art in scenic enriched the travel experience. Yan (2010) investigated the renowned products of theme park performing art in Song City from the development of ideas and principles, noting that the innovative principle named "a small change every day, one big change every year ” (Song City Group,2014) is the bright spot to keep the products of theme park performing art. 2.1.2Empirical study of large hill &water virtual performing product The series of large hill &water virtual performing art are mainly focusing on "the series of impression”, exploring the success factors based on high level of theory. Yongmei (2006) refined the cultural value of “Impression of Third Sister Liu” from the perspective of national culture and the integration of natural resources. Ya ping and Xing (2006) thought that the success of “Impression---Third Sister Liu” is inseparable from building strategic branding system, government support, as well as technical support. Jing (2007) applied the theory of cultural product exploitation and sustainable development to the "Impression of Third Sister Liu”, meanwhile, she summarized and generalized the product development paths and marketing mode in large hill& water virtual performing art. 2.1.3 Empirical study of theatre and touring performing product
2

“Lishui·Jinsha "," Yunnan Impression "and "ERA Cosmic Voyage" are the typical case of theatre and touring performing product, so the relevant academic study are based on these research objects. Kai he (2005) drew on case study called "Yunnan Impression", stating that the artistic beauty of the national characteristics and cultural connotations from the perspective of aesthetic value. Qi (2007) attempted to explore the success factors of "Lishui﹒Jinsha" from the perspective of competition. Bing (2007) summarized the opportunities and challenges of "ERA Cosmic Voyage" from the market positioning, programming, and marketing model, and noted that its successful experience and problems. 2.2 Study of the authenticity of tourism performing product The domestic research on authenticity of tourism performing art focuses on minority music and dance. It is a little bit weak compared with current tourism performing market, therefore the study of content and theoretical basis need to be exploited further. Zhong cai (2002) studied the stage performance and authenticity of tourism activity, standing on the impact on tourists and community residents, and analyzed the trends of authenticity of cultural stage performance in tourism activities. Xiaoping (2005) proposed that we should treat the authenticity of tourism and culture positively. It not only protects the original cultural environment, but also develops tourism performing products and release cultural resources dynamically. Mei rong and Jigang (2005) recognized the authenticity of tourism products in minority dance, studying the effect of various elements on the authenticity of visitors’ experiences. Jing (2005) pointed out that traditional folk customs and celebrations will be corresponding with the development of tourism and subtly changed in both pros and cons of commodification of culture. Hongmei (2005) considered the commodification of culture is the way of developing culture, cultural commodification and authenticity is constantly changing and interdependent. Xiaolian (2006) explored the relationship between LiJiang folk music and the situation of dance performance market, discussing issues about the commodification of ethnic culture during the development of tourism. 2.3 Study of environmental elements of tourism performing art Research shows that the particularity of the performing art can bring about that its development is susceptible by internal and external environment, such as the macro-environment of political, economic, cultural, and social factors, and micro-environment like government, business and tourist relations. These environmental factors will affect the rapid and healthy development of tourism performing art. At present, an increasing number of scholars have begun to pay attention to this issue. Shitu et al (2003) pointed that tourism is a strong economic and cultural Industry, tourism and cultural harmony have made to create a culture of atmosphere.
3

According to the analysis of the social dimension of the tourism industry and cultural industry, it told us that interaction and integration of tourism industry and cultural industry will promote tourism projects and made to achieve win-win benefits. It is worth referencing. Besides, Miaodi et al (2006) believed that in order to achieve sustainable development of tourism, we must meet the sustainable economic development first, and secondly not only satisfy sustainable development of society, but also meet the need of sustainable environmental development. This means that we should have the sustainable development view to reveal the support of environment, and finally achieve the sustainable development of tourism. Apart from the above literature, there are lots of other researches in mode of operation and marketing strategy, etc. From the above findings, we can deduce that the research on the academic level of tourism performing art is getting deeper, the area of research is in expansion and transfer a lot into economic regeneration. However, since tourism performing art is still in the expansion phase rather than maturity, most of the research is lacking of maneuverability and instructive analysis, especially in the study of development mode, and environment support system. 3. Case Study 3.1 An overview of “Eternal Sentiment of Song City” “Eternal Sentiment of Song City” is a three-dimensional panoramic view of the large dance in Hangzhou. It has awarded national “One of Five Project ” and the highest Lotus Award in 2009. So far, the cumulative performances are more than 13,000 times, which has received approximately 30 million audiences in total, with three million tourists per year including foreigners who are eager for attending this performance. “Eternal Sentiment of Song City” is the most frequently performed show and it also received the largest number of audiences around the world. It is hailed by overseas media that “Eternal Sentiment of Song City” is one of the world’s best performances, which enjoys great reputation as Las Vegas "O" show and the French "Moulin Rouge". Despite it is performed in a big theatre, the operation mode of this performance is “theme park plus tourism performing art ”. In 1994, Song City Group holding company limited built “Song City Scenic”, after which they invested 60 million to create the heart of Song City Scenic------“Eternal Sentiment of Song City”. In addition to the core performance, there are also various activities like Songkran festival, and folk performances in Song City Scenic. The performance and visiting other activities in Song City Scenic at night formed a good interaction with each other. The annual Box office revenue of “Eternal Sentiment of Song City” reached more than 200 million RMB, which occupied 95% of the total revenue in Song City Scenic. The more impressive result is that the performing art boosted consumption of scenic and surrounding areas directly to several billion. Therefore, “Eternal Sentiment of Song City” should definitely become the model of combining culture and tourism and establish a new benchmark for the domestic performing art industry. 3.2 Profound cultural connotation of “Eternal Sentiment of Song City”
4

There are plenty of natural resources in Hangzhou such as “ Ten New View of West Lake” as well as “Natural Botanic Garden”. In addition to Song City Scenic, Hangzhou is a natural tourist city. However, the cultural achievement of “Eternal Sentiment of Song City” owes much to the historic culture rather than natural landscape. Hangzhou is the ancient capital of Southern Song Dynasty and the cradle of many ancient legends as well as Historical allusions. In addition, Hangzhou has witnessed a profound cultural accumulation, including Liang Zhu Culture, Tea Culture, Silk Culture, Canal Culture. Till now, Hangzhou still remains the style of Song Dynasty in construction, thus the construction of Song City Scenic totally in accord with the culture and history of Song Dynasty. “Eternal Sentiment of Song City” consists of “ The Power of Liang Zhu”, “Song Palace Dinner Dance”, “A Tale of War ”, “ The Legend of Beautiful West Lake”, “Charming World”. “ The Power of Liang Zhu” reflects primitive slash and burn culture in ancient times of Hangzhou, “Song Palace Dinner Dance” represents peace and prosperity of Song Palace based on a famous poetry. “A Tale of War ” is based on the true event happened in Song Dynasty that praised the loyalty of country. “ The Legend of Beautiful West Lake” is the tragedy of love like eastern Romeo and Juliet. “Charming World” performs different kinds of dances around the world, showing that the origin of reform is from QianTang River. 3.3 The way of making full use of local culture 3.3.1 Brand effect The most significant measure for “Eternal Sentiment of Song City” is to take advantage of local culture to build brand effect, “Brand is a value-added intangible asset whose carrier can be used for distinguishing the name, term, symbol or design marks and combinations from other competitors’ products” (Song City Group, 2014). On one hand, Song City group has utilized “Paradise” brand as location advantage, which enhanced the image recognition in consumer ’s minds. And at the same time makes Song City Scenic form an “image overlay ” with West Lake which reflects fusion of nature and history in Hangzhou. On the other hand, firstly, Song City Scenic built “Eternal Sentiment” brand according to “building is shape, local culture is soul”. This is the aim of develop project brand and theme of Song City Scenic. It concentrated history and culture to one-hour show, allowing visitors to see and hear back over the day. The review makes performance more impressive. Moreover, it also breaks up the traditional travel pattern which regards West Lake as central of Hangzhou in long-term period. Secondly, brand positioning are aiming at the public, it is for masses rather than a specific group of people. Although it attracts huge number of foreigners by local culture, the target audience should be all kinds of people. It is the feasible way to retain current audiences as well as developing new audiences. The brand positioning follows up sustainable development in large extent. The final measure to strength local culture is that Song City Group has built “Eternal
5

Sentiment” series as new brand in other cities such as Sanya, Lijiang, etc. The series of brand building facilitate the form of other scenic areas. It means that Song City Group is good at utilizing local resources to build up a brand chain which puts “Eternal Sentiment of Song City” as a core brand. In this way, it could inevitably consolidate branding construction. Some people think this measure would lower the quality of performances and weaken the influence of “Eternal Sentiment of Song City”. In my point of view, despite there is a potential competition between each other, it would improve competitiveness mutually and it also helps “Eternal Sentiment” series brand make full use of local cultures to cooperate with each other. 3.3.2 Innovation strategy Another effective measure would be innovation strategy in content, technology and costumes. Take advantage of local culture needs more innovation rather than maintain static. For example, in order to create dynamic market, Song City Group gives out questionnaire and keeps close contact with travel agency and tour guide as well. In terms of the content, they invite outstanding choreographer and designer in China and also go abroad to absorb the essence of the world’s best dances like long-drum dance, rumba, etc. It means that Chinese traditional dance, ballet, and acrobatics are no longer the main skills. “Eternal Sentiment of Song City” plays five times every day until night, but none of them are totally repeated. Some of the acts will be changed such as “ The Legend of Beautiful West Lake” and “Charming World”. Several legends played in turn in “ The Legend of Beautiful West Lake” while dances derived from different countries performed in turn in “Charming World”. As to technology used, Song City Group adopt huge numbers of high technology means like full color laser, water curtain, moving head fixtures and smoke machine. The “ T” stage is equipped with side stages which can be moved now and then. In case of noise pollution, every audience use headphone to maintain environmental development. The costumes designed are the miniature of Southern Song period. A majority of costumes are made of silk reflect silk culture in Hangzhou. The staff emerged in first four acts all wear ceremonial or folk costumes. The innovation of “Eternal Sentiment of Song City” proves that with the purpose of harmonizing local culture, it is a must for tourism performing art to keep change every time in any aspects instead of invariability. 4. Conclusion Apart from the above measures, there are also other ways of giving full play to local culture in “Eternal Sentiment of Song City” which have not been mentioned due to the limited space. For instance, perfect employment system, talented performers, integrated marketing scheme, effective operation mode. All of these measures lead to achievement of “Eternal Sentiment of Song City”. But in terms of making full use of local culture, brand effect and innovation strategy occupied the magnificent role. “Eternal Sentiment of Song City” is no longer a pure performing art, but also as a
6

cultural symbol of Hangzhou. On one hand, its success should thanks to the geographic condition. Profound cultural accumulation is the basic resources to create culture-based performing art. On the other hand, Song City Group had the Courage to seize the opportunity and confront with the competition with West Lake and other theme park performing art, meaning that they took advantage of location of Hangzhou. Although Song City Scenic has achieved great success, there are some problems such as overloaded performance per day, low usage of theatre, and lacking enough sponsorship. To solve these problems, I suggest that Song City Group should do as follows: ⑴ Reduce the amount of performances to maintain the quality of every performance. If possible, Song City Group can employ more performers and some of them would perform in turn, in case of fatigue. ⑵ “Eternal Sentiment of Song City” has only used 50% of the theatre in order to have more space to improve. As a matter of fact, maybe they could separate a little space to do some merchandising activities before performance, in order to avoid waste of resource. ⑶ Song City Group should make full use of social media to promote performing art. For example, audiences can book ticket through Twritter. To concluded, the success of culture-based performing art is not accidental but concerns multiple efforts. In integration of culture must be the future trend for theme park performing art. We are looking forward that “Eternal Sentiment of Song City” will put forward more sustainable development strategy and have international impact on tourism industry.

7

Bibliography Bing, H. (2007) Opportunities and challenges of "ERA Cosmic Voyage. Tourism Economy.(14). Hongbao, L. (2009) The marketing problems and measures in tourism scenic. Market Modernization.(6).p.105—108. Hongmei, Z. (2005) Cultural commodification and authenticity in tourism industry. Yunnan Teaching University.(3). Jing, L. (2007) Model of cultural tourism product development. Guangxi Teaching University.(11). Kaihe, M. (2005) The artistic charm and market tips of Yunnan Imperssion. National art study.(6). Leilei, L. (2005) The cultural production mode of tourism performing art. Tourism Science.(12).p.44—51 Lei, Z. (2009 ) The combination of local culture with creative economy. Theory Journal.(7).p.59—62. Miaodi, Z et al (2006) The problems of sustainable development in suburb Tourism Tribune.(20).p.75—81. Meirong, T. & Jigang, B. (2005) Tourists’ judgement on the authenticity of tourism products. Tourism Academy of Guilin.(16). Qi, S.(2007) The successful element of “Liushui﹒jinsha”. Sichuan Drama(1). Qi, Y. (2009) Explore the exploitation of large domestic thematic tourism product for performing art. Teacher-training University of Eastern china.25(3).p.46--51. Shitu,C et al(2003) Dicuss the integration of cultural industry and tousim industry.Tousim Economy(10).p188—190. Song City Group. (2014) Eternal Sentiment of Song City. [Online] Available from:http://www.songcn.com/SongScenic/qing/index.shtml.[Accessed: 15th May 2014] Wei, H. (2012) The driving factors of tourism performing art industry. Nankai University. 18(9). p92—93.
8

Xiaolian, S. (2006) Tourism Development and Cultural Change. Chinese Tourism.(8). Xiaoping, Z. (2005) Anthropology of Tourism. Yunnan University.(5). Yaping, D. & Xing, H.(2006) Revelation of impression of “ The Third Sister Liu”. Economy Dynamic.(8). Yan, L. (2010) Song City Scenic. Chinese Tourism.(18).p.12—20. Yongmei, L. (2006) Using national culture to enhance the scenic attraction. Guangxi University for Nationalities.(2). Zhongcai, W. (2002) The authenticity in tourism and cultural activities. Tourism Science.(2)p.15-18. Zhenbing, L. (2003) Consideration about theme park. Beijing Planning And Construction. 15(2). p.25—28.

9


赞助商链接
相关文章:
brokerage of tourist guides ,导游回扣现象
So, now we will see the phenomenon of brokerage and try to find ways ...tourists to purchase souvenirs in the shops, lead them to taste local ...
张家界国家森林公园文化与旅游融合发展研究
and more and more tourists can speed up the construction of local culture....Two, the significance of the integration of culture and tourism development ...
More Vocabulary Concerned with Tourism
Tourism Administration (CNTA) 地方风味小吃 local ...“丝绸之路”文化旅游专线 cultural itinerary known ...Dialogue, exchanges and integration among different ...
The Strategies to Develop Sustainable Tourism 旅游英语论文_...
The Strategies to Develop Sustainable Tourism 旅游英语论文_英语学习_外语学习_教育专区。英语专业毕业论文 The Strategies to Develop Sustainable Tourism Abstract: ...
毕业论文
Summary: The culture of tourism between China and...times, people began to travel in various ways. ...Only adjust measures to local conditions that can...
The current situation of the cultural tourism in C
many local and foreign tourists,which Promotes china’s economic development....The contention 抢夺, integration 整合 and sharing 共享 of cultural tourism ...
Chapter 8 Economic impact of tourism
integration and diversification The concepts of the income multiplier effect is...Local economic impacts -The British Open[J]. Annals of Tourism Research, ...
World Tourism Culture
2财富值 Dating Culture Around th... 19页 10财富值 UNWTO World Tourism Baro... 3页 免费如要投诉违规内容,请到百度文库投诉中心;如要提出功能问题或意见...
Tourism is an excellent way to develop a country
, I shall discuss ways in which countries can ensure sustainable tourism. ...t respect the local culture and therefore the local people do not welcome ...
Cultural Tourism Industry in Anren
Cultural Tourism Industry in Anren_社会学_人文... there is phenomenon of integration of government ...local consumption market, and promotes the ...
更多相关标签: