At Yueyang Tower in China

Home , Fan Zhongyan, Yueyang, Yueyang Tower

Tourism Management 65 (2018) 292e302

Contents lists available at ScienceDirect

Tourism Management

journal homepage: www.elsevier.com/locate/tourman

Moral gaze at literary places: Experiencing “being the ﬁrst to worry and the last to enjoy” at Yueyang Tower in China

* Xiaojuan Yu, Honggang Xu

Sun Yat-sen University, 135, Xingang Xi Road, Guangzhou, 510275, Guangdong, China highlights graphical abstract

The moral aspect of literature and literary/cultural tourism is examined. The concept of moral gaze characterizes many tourism phenomena. Moral gaze is a general way of thinking, feeling and acting involving morality. Five aspects are covered: literature, writer, nature, self and society, and place. Moral gaze helps explain why a place is attractive and how it is experienced. article info abstract

Article history: This study examined the literary tourism phenomena at Yueyang Tower in China using a multi-method Received 12 October 2017 approach. The concept of moral gaze emerged from the analysis of a combination of data about touristic Received in revised form provision and experience at this site and relevant Chinese traditions. The moral gaze can be seen as a 23 October 2017 general way of thinking, feeling and acting that involves morality. It is reﬂected in at least ﬁve inter- Accepted 24 October 2017 related aspects in the Yueyang Tower case, including: the moral function of literature, the emphasis on Available online 5 November 2017 the moral character of the writer, the moral inference from nature usually expressed in literature, the moral cultivation of the visitor self and the society, and the place as moral symbolization. This concept of Keywords: Moral gaze moral gaze contributes to the understanding of literary tourism and the attractiveness of a destination, Literary tourism and may be used to help improve tourism product development and interpretation to create more Chinese culture meaningful experience. Confucianism © 2017 Elsevier Ltd. All rights reserved.

1. Introduction writer. It is the tourist activities that connect the two (Jiang & Xu, 2016b). It is interesting to explore what kinds of connections Literary tourism involves visits to “places celebrated for literary there are and what structures and factors inﬂuence the connec- depictions and/or connections with literary ﬁgures” (Squire, 1996, tions. Relating to the contents and functions of literature, the most p. 119). Accordingly, there are two components of the literary important roles of literature involve aesthetics (Yuan, 2014) and tourism, one is the touristic place, and the other is the text and/or moral development (Nie, 2006, 2014a, 2014b; Carr & Davis, 2007; Carr, 2005, 2014; Gao, 2009; Mejia & Montoya, 2017). However, while morality features sometimes as the purposeful and dominant * Corresponding author. theme in a literary work, tourism at places with such literary moral E-mail addresses: [email protected] (X. Yu), [email protected] connections are yet to be studied. (H. Xu). https://doi.org/10.1016/j.tourman.2017.10.017 0261-5177/© 2017 Elsevier Ltd. All rights reserved. X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 293

At a more fundamental level, morality is an essential feature of major topic in research on literary tourism (Fawcett & Cormack, human societies and humans are encouraged to be ethical and 2001; Herbert, 2001; Robb, 1998; Stiebel, 2004). Further, the moral beings. The contribution of morality to positive experience, duality of the fictive nature of novels and the physical reality of the individual well-being and societal flourishing across culture and places has been studied correspondingly in visitor experience history has been studied by positive psychologists (Dahlsgaard, (Herbert, 2001). Novels could also be easily adapted into television Peterson, & Seligman, 2005; Maslow, 1964). Sixteen years of or film, hence novel reading and film watching may enhance each research on moral elevation, defined as “the emotional response to other and promote the attraction and development of both literary witnessing acts of moral beauty” (p.412), have shown its positive and film tourism (Fawcett & Cormack, 2001; Müller, 2006; Ryan, effects, such as pleasant feelings of warmth, feeling uplifted, Zhang, Gu& Ling, 2009; O'Connor & Kim, 2014). The poetic expe- moved, and optimistic about humanity, as well as motivating riences offered by Chinese classical poetry are also analyzed by Yu affiliation with others and moral action tendencies (Pohling & and Xu (2016). But the morality nature of literary works and related Diessner, 2016). However, such positive experience of morality touristic experiences are yet to be explored. has seldom been studied in the tourism context, while studies about ethics in tourism have addressed more “negative” or prob- 2.2. Morality in chinese society, literary works and tourist behavior lematic issues in this field (Lovelock & Lovelock, 2013). This study proposes the concept of moral gaze and explores in Human societies share a moral nature and many moral values, the light of such moral gaze how a literary tourist attraction is while still have their peculiar cultural manifestations (Dahlsgaard formed and what characterizes the tourism provision and experi- et al., 2005; Maslow, 1964). Compared with many other civiliza- ence, specifically with respect to literary tourism at Yueyang Tower tions, morality plays a more important role in social ordering and in Hunan province in China. Yueyang tower was first built in 214 for structuring in China. This is largely due to the influence of Confu- watching military training (Zou, Wang, & Li, 2008). It became cianism. As summarized by Lin (2009a, p. 4), “Confucianism stood popular as a scenic tower during the Tang dynasty (618e907) and for a rationalized social order through the ethical approach, based was visited by scholar-officials and poets who left dozens of poems on personal cultivation. It aimed at political order by laying the to today (PCHCTP, 2015). Yet its national fame was established by a basis for it in a moral order, and it sought political harmony by prose written by FAN Zhongyan in 1046, An Account of Yueyang trying to achieve the moral harmony in man himself.” Morality Tower, at the request of TENG Zijing who was demoted to Yueyang stands at the center of Confucianism and gives structure to personal to be local administrator in 1044 and rebuilt the tower a year later cultivation and political order in ancient China; in short, it is rule of (Zou et al., 2008). This literary association is still the main reason for virtue (德治, Jiang, 2009). Confucianism and its ethical focus still visiting this place, and the role of morality in this case will be underlies contemporary Chinese society (Xie, 1996), including examined later after relevant backgrounds are introduced. tourist behavior (Fu, Cai & Lehto, 2016, 2015; Hsu & Huang, 2016; The paper is structured as follows. The literature review first Kwek & Lee, 2010; 2015; Tse & Hobson, 2008; Wang & Lin, 2009) summarizes existing research on literary tourism, which identifies and service provision in the hospitality and tourism industry a lack of research with regard to moral experience. Then the moral (Tsang, 2011). traditions in China are introduced in general and with respect to Confucian teachings influence traditional attitudes toward literature. In these two contexts, the case of Yueyang Tower is travel (Wang, 2012). For example, for the purpose of filial piety, presented. A multi-method approach is taken to explore tourism at “While one's parents are alive, he should not travel faraway; if he Yueyang Tower, including participant observation, interview, travels, he must have a fixed destination (父母在, 不远游, 游必有方; documentary research and use of online visitor-generated content. Analects)”. Travel should help meet the life goal of a Confucian: The theme of moral gaze emerges from a content analysis of the “Cultivate individual moral character, harmonize the family, govern collected materials and is presented in the findings section, leading the state, and make the world peace (修身齐家治国平天下)”. Hence to a conceptual framework summarized in the conclusion section. one should “read ten thousand books and travel ten thousand miles Implications and directions for further research are discussed in the (读万卷书, 行万里路)”. When enjoying the landscape, travelers last section. should enhance their moral character by learning from the virtues of nature (Lin, 2009b; Wang, 2012; Yan, 2014). 2. Literature review Confucianism's emphasis on morality also plays an important role in writing in Chinese tradition, which may be best summarized 2.1. Research on literary tourism in a prototypic literary theory “Writings are for conveying truth” (文以载道, Liu, 2015). This theory had its seed in Confucius but was Studies on literary tourism have been growing in the recent two developed and formalized in the Ancient Prose Movement (古文运 decades (Hoppen, Brown, & Fyall, 2014). The related writers, liter- 动) in Tang (618e907) and Song (960e1279) dynasties, in which ary genres, works, and the relevance of place to the writer or work certain scholar-officials aimed to revive Confucianism and reform are listed in Table 1. Geographically speaking, literary tourism in the decadent and pompous style of writing (Chen, 1996a, 1996b). Europe and North America seems to be developed and researched There is a popular misunderstanding and criticism that this theory earlier, while that in developing countries like China is catching up literally means that literary works are valued as instruments for in recent years. Temporally speaking, most studies involved literary propaganda, yet Liu's (2015) structural analysis shows that it has its figures and works in the modern era, while studies in China like Yu own distinctive qualities. Firstly, the conveyed truth is some and Xu (2016) provided an extended historical perspective and Confucian Way with its characteristic focus on ethics and morality, involved a two-thousand-year history of the everlasting influence which is originally conceived, enlightens and transcends rather of ancient poetry that extends to contemporary tourism. Most than follows existing socio-political ideas or policies. Secondly, it studies focused on either the production side or the consumption does not mean that writing itself is not important. Instead, the side, with the exception of Jiang and Xu (2016a) examining both. In writers following this theory learned and practiced profusely to terms of the relationship between literary figures/works and place, perfect their writing and form their own individual styles, believing the writers examined actually lived or traveled at these places, and that beautiful writing would make a prose and the truth it conveys often used these places as settings in their literary works, which are better appreciated and more popular. Thirdly, the conveying of mostly novels. The authenticity of such associations has been a truth is the expression of writers' genuine and courageous pursuit 294 X. Yu, H. Xu / Tourism Management 65 (2018) 292e302

Table 1 Research on literary tourism.

Article Place Writer Literary genre and work The role of the place with regard tothe work/writer

Production Robb, 1998 UK: Tintagel, Arthurian legendary and literary Legendary birthplace of King Arthur (5th to 6th century), which Cornwall associations archaeology fail to conﬁrm. Fawcett & Canada: Prince L. M. Novel: Anne of Green Gables The place of the writer's birth, childhood, young adulthood and Cormack, Edward Island Montgomery burial site; factual models for settings and characters in the novel. 2001 (1874e1942) Stiebel, 2004 South Africa: All local writers The paper discusses “How to deﬁne a 'local' writer and includes both KwaZulu-Natal who was born here and who has written about the place. Müller, 2006 Sweden: Sunne Selma Lagerlof€ Novel: Gosta€ Berling Saga ; Children's Home of writer; factual models for novel. (1858-1940) book: Nils Holgersson’s Wonderful Journey Sweden: Vimmerby Astrid Lindgren Children's books (1907e2002) MacLeod, UK: 46 literary trails English literature in general Biographical sites and more imaginative settings associated with Hayes & literary works. Slater 2009 Lee & Weaver, South Korea: Kim Kim Yujeong Novels Hometown of the writer and the settings for his 14 novels. 2014 Yujeong Literary (1908e1937) Village O'Connor & Ireland multiple writers Kim, 2014 Indonesia: Bali Elizabeth Gilbert Gilbert's memoir: Eat Pray Love (2006) Gilbert traveled here and wrote about her activities here. (1969 -) Yu & Xu, 2016 China: Three Gorges Multiple poets Ancient poetry Where poets lived or traveled or wrote about. area Consumption Squire, 1994 UK: the Lake District Beatrix Potter Children's books: e.g., The Tale of Peter Home of the author, who also preserved the land. (1866e1943) Rabbit Herbert, 1996 France: Cabourg Marcel Proust Novel: Remembrance of Things Past Where Proust spent several summer holidays; featured in the novel (1871e1922) Herbert, 2001 UK: Chawton Jane Austen Novels: Pride and Prejudice, Sense and Where Austen lived and wrote several novels. (1775e1817) Sensibility, Emma UK: Laugharne Dylan Thomas Poetry: Under Milk Wood Thomas lived at Laugharne intermittently and was buried here. (1914e1953) Busby & O'Neill, Greece: Cephallonia Louis de Novel: Captain Corelli's Mandolin Setting for the novel. 2006 Bernieres (1954- present) Ryan et al., China: Grand View Cao Xueqin (circa Novel: The Dream of the Red Mansion The site was built as a replica of a Qing Dynasty place for shooting the 2009 Garden in Beijing 1715e1763) novel' television series. Jiang & Xu, China: San Mao San Mao (1943 No literary works written related to the San Mao visited the town and corresponded with a local writer, who 2016b Teahouse at e1991) place later opened the teahouse to commemorate her. Zhouzhuang Both production and consumption Jiang & Xu, Same context as Jiang and Xu (2016b) above. 2016a

of Confucian ideals which criticizes and challenges socio-political FAN Zhongyan's prose, An Account of Yueyang Tower. This case is a realities. Fourthly, the theory also reflects Confucianism's typical example under the influence of Confucian morality dis- emphasis on moral cultivation as the basis of social governance. cussed above. The prose is short, with only 368 words (an English Scholar-officials play a leading role in this task – they practice their translation is provided in Appendix 1). It is itself characterized by a own professed ideas and educate the society by their example. In typical Confucian moral gaze toward the landscape, which em- other words, the character of a literary work is the character of its braces both natural and social phenomena. In the text, FAN first author (Wu, 1992). A literary work from a morally blemished writer complimented TENG's administrative achievements at Yueyang could hardly be accepted. For the work to be respected and popular, and the reconstruction of Yueyang Tower. He then described the the moral character of both the work and the writer has to be high. spectacular view of Dongting Lake looking from Yueyang Tower, Such rich roles of Confucian scholar-official-writers are quite and its strategic location for traveling officials and literati to meet. distinctive in comparison with writers examined in existing literary These travelers may encounter two types of scenes, one being rainy studies, such as Jane Austen in Britain (Herbert, 1996), L. M. and gloomy, which they relate to their own setbacks and worries in Montgomery in Canada (Fawcett & Cormack, 2001), and San Mao in political life; the other being sunny and bright, in which they forget China (Jiang & Xu, 2016a, 2016b), who are usually recognized in a their own ups and downs and become carefree and joyful. singular role as writer. In order to understand literary tourism in Respectively, they feel sad, or happydthis is typical Chinese rela- China, the combination of multiple roles have to be investigated, as tional thinking whereby Chinese relate a scene to personal life (Li, they may all contribute to the popularity of writer-work and the 2008; Sofield & Li, 2009), but in this case these travelers are attractiveness of related place. considered to be at a lower moral level. In contrast, FAN commented that ancient sages would not react like themdfrom here he aimed for a higher moral ideal. The happiness or sadness of sages is 2.3. The Yueyang Tower case: FAN Zhongyan and his prose not related to personal gain or loss (“不以物喜, 不以己悲”). When in high position at court, they worry for the people; when far way, In our case, Yueyang Tower has been made famous nationally by X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 295 they worry for the emperor (“居庙堂之高, 则忧其民, 处江湖之远, 则 of onsite tourism offerings are shown in Fig. 2. Visitors enter from 忧其君”). They have the same concern no matter whether they get the south gate and walk to the north to view a series of tourism promoted or exiled. Then when are they happy? They would say: offerings along the route on the map. The current Yueyang tower “Be the first to worry for the country and its people; Be the last to was built in 1880, renovated in 1980s and designated as a major enjoy oneself” (“先天下之忧而忧, 后天下之乐而乐”; often shortened historical and cultural site protected at the national level in 1988. as “Be the first to worry and the last to care”, “先忧后乐”). In these Except for the tower and the three pavilions and two archways climactic sentences, FAN expressed a heightened sense of re- surrounding the tower, other buildings were added during 2006 sponsibility and concern for his country and its people. and 2007 (Zou et al., 2008). In line with the Confucian moral traditions discussed in Section Several types of triangulation are used in order to enrich the 2.2, the truthfulness of FAN's moral ideal has to be testified by his understanding of the studied phenomenon and improve validity: own character and practice. FAN indeed lived up to his words, and method triangulation, data triangulation, interdisciplinary trian- was regarded as the moral model of his contemporary scholar- gulation and investigator triangulation (Jennings, 2010). Specif- officials and later generations (Jiang, 2009; Qi, 1992; Wang, 2013; ically, the following methods were used to collect and analyze data Yang, 2015; Zhang & Fan, 2009; Zhuge, 2010). During his 37 years to understand the tourism provision and experience at Yueyang of service, he worked in a diversity of roles (Zhuge, 2010). As local Tower. administrator in multiple places, he led the management of di- First, to understand the tourism provision at Yueyang tower, sasters and development of economy, education and charity. As a participant observation and documentary research were used. military leader, he successfully defended against the invasion of During a four-day field observation in mid-July 2015, the first strong enemies and protected the country. As a deputy prime author acted as a first-time visitor and then an investigator, trying minister, he started a holistic political reform aimed at improving to identify the major themes and motifs in the design and inter- administration, increasing economic production and rationalizing pretation of the site. Every element of the site was closely examined national defence. Although the reform failed in one year and four and pictures were taken as records. Books written by site managers months due to strong opposition of entrenched interests, and FAN and local researchers about the tower were obtained and analyzed and his followers (including TENG) were demoted to various places, (Chen, 2013; ECLRHP, 2016; Zou et al., 2008), which offers official FAN's moral prestige peaked. It was in this context that FAN wrote explanations and interpretations for its history and current the prose in 1046, expressing a sense of crisis and responsibility for offerings. the country and its people, which also persisted throughout his life. Second, to understand visitor behavior and experience, three FAN's prose is an extremely important one in Chinese culture methods/data sources were used: onsite participant observation, history. It is listed by Liang (2011) as one of the ten most important face-to-face interview, and online user-generated-content (UGC) by essays that have influenced Chinese history for three reasons. First, visitors. Visitor behavior at various spots was observed and noted it proposed “Being the first to worry for the country and its people; for their activities, interactions with the site and with each other. Being the last to enjoy oneself” as the moral principle of personal Different types of tourists in terms of gender, age, and group type conduct and political governance. Second, this principle has were approached for a semi-structured interview. They were asked become the creed of all progressive politicians after FAN. Third, this about their general travel plan, their reasons for visiting Yueyang prose achieved beauty in form, sentiment, and reasoning. The Tower, and their impression and experience of the place. A total of moral ideal is beautifully and forcefully established through infer- 12 groups of visitors were interviewed, including 5 groups from the ence from spectacular contrasting natural scenes, which is espe- local area and 7 groups from different provinces in China. Besides a cially appealing to the Chinese mind that is accustomed to such a 2-h in-depth interview with a three-member local group, most of moral perspective (Wang, 2012; Yan, 2014) and relational thinking the interviews lasted around 10 min. One reason might be that (Li, 2008; Sofield & Li, 2009). Today it is still valued by modern visitors usually scheduled their stay in the park for about two to 3 h Chinese as a resource to uplift personal and social morality (Dong, and hence had little time for an interview. Another reason was that 2014; Guo, 2014; Liu, 2014) and to address the problems of few interviewees could verbally express their nuanced experience modernity (Gong, 2006). Contemporary Chinese communist party as found in similar research (Yu & Xu, 2016). Hence relevant visitor and national leaders MAO Zedong, LIU Shaoqi, HU Yaobang, JIANG UGC online were used as an appropriate data source, where visitors Zemin, HU Jintao and XI Jinping all emphasized the spirit of “Being expressed themselves in an unconstrained way (Lu & the first to worry and the last to enjoy” as a representation of Stepchenkova, 2015). The entire stock of 419 visitors comments outstanding traditional culture and national ethos for Chinese (including excerpts from 52 travelogues) regarding Yueyang Tower people and members of the reigning communist party to inherit were retrieved from the largest and most used tourism UGC web- and carry forward (Chen, 2013; Xi, 2014). The prose is included in site in China, www.mafengwo.com, on December 19, 2015. middle school Chinese textbook for every student to understand Third, to understand the cultural traditions behind the current and recite and turns into a common knowledge for Chinese people tourism provision and experience at Yueyang tower, a multi- (Li, 2008). Yueyang tower, for which this prose was written, has disciplinary approach was taken and relevant academic studies in become a spiritual shrine that represents the spirit “Being the first Chinese literature, philosophy and history were synthesized to to worry and the last to enjoy” in the Chinese culture and exerts form a holistic and historical view of tourism at Yueyang tower, wide appeal to the Chinese people, which forms its basis as a tourist which were already discussed in the first two sections. attraction. The above sources of data were combined and ruminated on back-and-forth until a clear theme, that is, the moral gaze, emerged 3. Methods (Corbin & Strauss, 2015). During this process, one part of the data (mainly the UGC data) were content-analyzed in a more systematic This study took a grounded-theory approach (Corbin & Strauss, way, as will be shown in the results, while the analysis of the other 2015) and used multiple methods to investigate the tourism pro- part and the totality of the data relied more on the researchers' vision and experience at Yueyang Tower Scenic Area. Yueyang reflection. In order to control the likely biased subjectivity of a tower stands strategically on the west mound of Yueyang urban single researcher, investigator triangulation (Jennings, 2010)was area, overlooking the Dongting lake, which flows here northward used and the two authors analyzed the phenomena and discussed into the Yangtze River (Fig. 1). A map of the scenic area and pictures relevant issues until reaching consensus. 296 X. Yu, H. Xu / Tourism Management 65 (2018) 292e302

Fig. 1. Location of Yueyang Tower on current Chinese map (photo from www.yueyanglou.com).

Fig. 2. Tourism offerings at Yueyang Tower Scenic Area (photos by the ﬁrst author).

4. Findings Tower Scenic Area (Fig. 2). These elements are presented either collectively or individually. For example, in the collective style, the This section includes two parts. First, the basic information tablet corridors (Fig. 2.2) and the lakeside poetry promenade about tourism provision, onsite visitor behavior, and motivation to (Fig. 2.3) include calligraphic tablets inscribed with hundreds of visit Yueyang Tower is reported, in which FAN and his prose are classical poems and prose about this place; the Five Dynasty Bronze confirmed to be playing a central role. Second, five aspects of the Towers (Fig. 2.6) include models of Yueyang Tower built in various moral gaze are explicated with respect to tourism at Yueyang historical periods. In the individual style, Xiaoqiao's tomb, the DU Tower, with an emphasis on tourist experience in combination with Fu pavilion (Fig. 2.1), the memorial temple of LV Dongbin are tourism provision and related Chinese traditions. dedicated to respective historical figures related to Yueyang. Among this myriad of heritage, FAN and his prose clearly occupy a 4.1. Basics: FAN and his prose at Yueyang Tower central place both in space and in discourse. Specifically, two wooden plaques inscribed with FAN's prose are enshrined in the Fan and his Prose are found to play a dominant role in Yueyang most important building in the scenic area, Yueyang Tower Tower Scenic Area. This can be easily observed from the layout of (Fig. 2.4). A memorial temple is built for FAN and TENG (Fig. 2.5) in the scenic park, tourist behaviors and their expression of motiva- 2006, which presents the lives, achievements and contributions of tions over the internet. Like in many places in China, there is a the two sages. Further, in official discourse, the national fame of the diversity of historical and cultural elements included in Yueyang tower is attributed to FAN's prose, and the tower is seen as a symbol X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 297 of the moral ideal expressed in FAN's prose (Chen, 2013; ECLRHP, provision, visitor experience, and related Chinese traditions. Spe- 2016; www.yueyanglou.com, the official website; Zou et al., cifically, there are five interrelated aspects under the moral gaze, 2008). For example, ECLRHP (2016, p. 7) commented: “Yueyang including: the moral function of literature, the emphasis on the Tower is the spiritual sanctuary of the Chinese people ….FAN's moral character of the writer, the moral inference from nature notion of 'Being the first to worry and the last to enjoy' is the usually expressed in literature, the moral cultivation of the visitor immortal soul and everlasting spirit of the Yueyang Tower culture, self and the society, and the place as a moral symbol. While the five which condenses and sublimes the fine spirit of the Chinese people dimensions are discussed one by one below, their interrelation- in five thousand years.” ships are necessarily involved and presented alongside. According to interview with onsite visitors and staff member, most visitors spent about two to 3 h in the scenic area. As observed 4.2.1. The moral function of literature on site, most visitors concentrated at Yueyang Tower, where they Confucianism advocates that the function of prose is to convey spent about an hour. Visitors took plenty of pictures before and the truth or moral values (Liu, 2015). The popularity of FAN's prose inside the tower. They read FAN's An Account of Yueyang Tower to generations of Chinese is undoubtedly related to its beautiful and inscribed in wooden plaques in the first and second floor, enjoyed forceful conveyance of the moral ideal of “Being the first to worry the calligraphic works and listened to interpreters telling various and the last to enjoy” (Liang, 2011). In the Yueyang Tower Scenic stories about the prose and the tower. They climbed to the third Area, the plaque inscribed with this prose is clearly the central floor for a view of the Dongting Lake, sometimes reciting FAN's attraction to visitors. The following quote exemplifies the enjoy- sentences describing scenes at the lake. Due to the limited space in ment or even euphoria a visitor gets from reading the prose at the tower, visitors spent more time in the open air, enjoying the Yueyang Tower. tower and the lake. Often parents with children joyfully recited the prose together. There were also some “purposeful cultural tourists” “Facing [the plaque] of An Account of Yueyang Tower, I read it (McKercher, 2002; McKercher & du Cros, 2003) who spent much seriously again word by word. Upon completion, [I] unexpectedly longer time and inquisitively examined elements on the site as got a 'can finally relax' feeling. Writing smoothly, magnificently, shown in Fig. 2. and ambitiously, though politically frustrated, [Fan Zhongyan] still FAN's prose also played a central role in tourist motivation. cared about the peopledin today's words, he could be called a Among the 419 tourist comments retrieved from mafengwo web- 'steadfast revolutionary warrior'. Exquisitely worded, powerful, site, 145 comments (34.6%) noted the fame of Yueyang Tower, harmoniously blending scenery and sentiment, gorgeous yet also among which 43 comments (10.3%) explicitly attributed its fame to extremely meaningfuldit seems that no adjectives could overstate FAN's prose. Further, 147 comments (35.1%) explicitly cited FAN it. It would be too thick if added to, and too thin if reduced. It is just and/or his prose while some others implicitly refer to it. In com- right and really worthy of savoring bit by bit.” (MC9) parison, the next most important poet related to Yueyang Tower, DU Fu, and his poem, were mentioned only five times. Both the As shown in the quote, the moral enlightenment one gets from fame of the tower and its attribution seem to be Chinese common FAN's prose is closely related to FAN's personal character. knowledge and a matter-of-course reason or motivation for their visit. For example, a tourist commented: “Most people have read An Account of Yueyang Tower, hence the tower has very high popularity” 4.2.2. The moral character of the writer (MC368). This motivation is culturally shared by Chinese and is Literary criticism in Chinese tradition emphasizes the writer's established in early childhood for every educated Chinese, as one moral character, which reflects a particular cultural mentality un- tourists commented: “If one comes to Yueyang, Yueyang Tower is der the dominance of Confucianism that pushes personal cultiva- without doubt a must-visit spot. Fan Zhongyan's An Account of tion toward perfection of character (Wu, 1992). As a Chinese saying Yueyang Tower is a must-recite text in childhood. Coming here with goes, “The writing is the writer (文如其人).” When Chinese visitors such childhood memories, the visit can be regarded as a kind of pu- read FAN's prose, they are also reading FAN himself. A visitor rification” (MC404). Such cultural motivation and knowledge is expressed his/her admiration toward FAN by referring both to his shared between parents and their children. A young interviewee words in the prose and his contributions in reality: told that she insisted on this family trip to Yueyang Tower as she “When in high position at court, he can so and so; when far away in just learned FAN's prose at school and wanted to personally expe- remote place, he can so and so. It is not accidental that FAN can rience the site. Such influence of classical literature on the travel leave behind a good reputation! Beside the Dongting Lake, he can motivation of Chinese is quite common, as one visitor wrote: write lyrics; defending the northwest borders, he can ward off [the “ … Here [I] have to refer to Fan Zhongyan, who in his whole life- enemy] Western Xia! [He] is an admirable character! ”(MC312) time never ascended one step on Yueyang Tower yet left behind an account of the tower that has been spread through the ages. Is it The moral character is so important that any damage to it seems that Yueyang Tower made a name for Fan Zhongyan? Or is it that unacceptable, which is indicated in the exhibition “The life of the Fan Zhongyan made a name for Yueyang Tower? No matter what, two sages” in the memorial temple for FAN and TENG. There seems since then the two names can no longer be detached. This kind of to be two themes in the exhibition (observation note). One is about phenomenon is not uncommon in the cultural history of China, just the achievements and contributions made by FAN and TENG, which like Cui Hao to Yellow Crane Tower, Wang Bo to Prince Teng are presented in a positive light. The other theme is a defense Pavilion, Zhang Ji to Hanshan Temple. If you ask me whether against the defamation that TENG was a greedy bureaucrat who Yueyang Tower is worth visiting, I think, just for the poems and embezzled funds and refused to be audited (Chen, 2013). For the prose of those ages, it is absolutely necessary to ascend.” (MTN52) first author as a Chinese visitor, this accusation was quite per- turbing. TENG was a follower and friend of FAN, who was demoted to Yueyang but actively governed the place, achieved administra- 4.2. The moral gaze at Yueyang Tower tive effectiveness, societal harmony and economic development. He then reconstructed Yueyang Tower and asked FAN to write a The theme of moral gaze emerged from the data about tourism prose to record the event. Under the moral gaze, the stain on TENG's 298 X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 character challenges the validity of FAN's prose and puts at risk the of the scenes seen at Yueyang Tower, which also guides visitors' high cultural position granted to Yueyang Tower as a symbol of the aesthetic enjoyment of the landscape like classical poetry did for spirit of working wholeheartedly for the country and its people Chinese tourists as examined in Yu and Xu (2016). The aesthetic without consideration of personal gain or loss. It was then reliving gaze and the moral gaze coexist and blend harmoniously under the and satisfying to see that the exhibited life stories of TENG and FAN guidance of FAN's prose. For example: refuted false accusations, validated the ideals advocated in FAN's “The third floor is the best position to enjoy the Dongting Lake, prose and made them more credible, as the two sages indeed which is very beautiful at the sunset. It was once a textbook illus- practiced their ideals. tration and is now right under my nosedmy little wish comes true” (MC5). 4.2.3. Moral cultivation of self and society The moral gaze is not just about the prose and its writer but also “Standing on the tower and looking into the distance, [we see that] turns toward the gazer and his/her society. The moral ideal estab- the Dongting Lake is vast and mighty with no end; the waters and lished in the prose and by its author is also recognized by Chinese sky merge in one color; boats come and godthe descriptions in An people to be a goal of self-cultivation and society-improvement. A Account of Yueyang Tower are very apt” (MC55). visitor commented that “Facing the Dongting Lake and Jun Hill, you sure will be moved with deep feelings. 'Be the first to worry for the When weather does not permit, tourists may resort to imagi- country and its people; Be the last to enjoy oneself', this must be the nations from the prose: pursuit of our generation” (MC59). Another one proposed that ”Yueyang Tower should host a class for leaders to specifically study “[The tower is] listed in 'the four famous towers of China' and has FAN Zhongyan's An Account of Yueyang Tower” (MC412). On the other become famous when An Account of Yueyang Tower is handed hand, a visitor criticized that ”People are very familiar with the down to later generations. Though [I] cannot recite the whole text, sentence 'Be the first to worry for the country and its people; Be the last [I] ascended the tower to enjoy the lake with a mood of appreci- to enjoy oneself' in An Account of Yueyang Tower, but how many ating 'In spring it is warm and everything is bathed in bright people can actually live up to it?” (MC377). This visitor continued to sunshine, the lake is tranquil and it merges with the azure sky into reflect on whether such appeal to high-standard moral self- one blue reaching far beyond the horizon' (FAN's words:至若春和景 discipline is appropriate for governance in modern society. Such 明, 波澜不惊, 上下天光, 一碧万顷). Unfortunately the light was critical reflection is actually rare in visitor comments. Above all, poor and [I only] saw the Dongting Lake covered in grayish brown, FAN's ideal is recognized by Chinese leadership as a representation completely without bright vitality.” (MC414) of outstanding traditional culture and national spirit for Chinese “Although it was drizzling the day I went and the lake was covered people to inherit and carry forward (Chen, 2013; Xi, 2014), and in a heavy mist, when I looked into the distance, I can still expe- FAN's prose is included in middle school textbook for every young rience grandeur of 'Be the first to worry for the country and its Chinese to learn, suggesting that FAN's ideal and the general moral people; Be the last to enjoy oneself' ” (MC219). gaze continues in contemporary Chinese society. What is applicable here may be a distinction “between the desirable and the desired: how people think the world ought to be versus what people want These online comments were similar to what were observed for themselves” (Hofstede, Hofstede, & Minkov, 2010, p. 28). It may onsite. During the four days of observation, there seemed no less be too high a requirement for most people to actually practice FAN's visitors in rainy days than in sunny days. While visitors interviewed moral ideal, but they may still be moved by this ideal and FAN's preferred a breezy sunny weather that was physically comfortable own practice and would like to pay their respect at the symbolic and allowed a far-reaching view, some also commented that a site of this ideal. gloomy weather also gave a historical and cultural atmosphere as described by FAN in his prose. Thinking of FAN's transcendence 4.2.4. Moral inference from nature over external vicissitudes seemed to induce in visitors a more Under the influence of Confucianism with a focus on morality, appreciative mood. there is a moral perspective toward nature whereby various moral It is interesting that FAN never visited Yueyang Tower in person. values may be inferred from natural phenomena. FAN's prose is When he wrote the prose at the request of TENG, he was hundreds clearly an exemplification of this moral gaze toward nature as of miles away. This contrasts with the actual physical relationship introduced in Section 2, where he challenged a common person's between writers and their places, which are reflected in their joyful/sad response to sunny/gloomy natural scenes at the Dongt- works, as shown in Table 1. Yet visitors today still saw that FAN's ing Lake and emotional dependence on external things, and argued description of the scenes were very apt. It seems that FAN's that one should not worry about their personal gain or loss, but perspective has become a formula for Chinese to readily adopt. rather take the lead to worry for the country and its people. Such a Objective authenticity does not matter here as morality reigns. literary approach is recognized by visitors as a common practice Visitors experienced the physical site of Yueyang Tower in a similar and is echoed in such comment: “It seems that the most famous way, as discussed below. ancient prose in China all started with a depiction of scenery and then moved imperceptibly into reflections on one's life and the world” 4.2.5. The place as a symbol of moral ideal (MTN29). FAN's moral inference has become so strongly attached to The most important architecture in the scenic area is Yueyang Yueyang Tower and Dongting Lake that modern visitors still gaze at Tower. In official discourse, the tower is clearly taken as the symbol the scenes following his perspective and description. One example of FAN's moral ideal expressed in his prose (Chen, 2013; ECLRHP, is MC59 cited above, who looked at the scene and immediately 2016; www.yueyanglou.com; Zou et al., 2008). For visitors, FAN's related to FAN's ideal: “Facing the Dongting Lake and Jun Hill, you prose has clearly established expectations for this tower: sure will be moved with deep feelings. 'Be the first to worry for the country and its people; Be the last to enjoy oneself', this must be the “Yueyang Tower at first sight is a little bit disappointing in my mind. pursuit of our generation”. Yueyang Tower should be an imposing skyscraper in textbook and It should be noted that FAN's prose is highly regarded not only in impression. Yet in front of me: a too rounded roof, not quite high for the moral ideal that it conveys but also for its beautiful depiction in stature, it is quite different from its should-be image in my X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 299

impression. But when I ascend the steps, lean on a railing and look involve morality. Specifically, this research involves five aspects into the distance, the Yueyang Tower described by FAN Zhongyan under the moral gaze as shown in Fig. 3: the moral cultivation of still come into my eyes and into my heart” (MC307). the visitor self and the society, the moral function of literature, the emphasis on the moral character of the writer, the moral inference from nature usually expressed in literature, and the place as a moral Visitors at first seemed to be expecting a high-rise tower. Like symbol. Moral cultivation at the personal and societal levels is the MC307 above, another visitor also expressed a surprise: “Yueyang motivator that drives the use of literature for moral purpose, the tower is actually so small?! (MC239)” It seems that FAN's prose has importance attached to writer's moral character, and the traditional established such a high moral ideal in the Chinese mind that it has mode of thinking that infers morality from natural phenomena. In created a grand image for Yueyang Tower, possibly a halo effect. Yet turn, the later three may contribute to the moral cultivation of in- the actual physical building can hardly live up to such an image and dividuals and society. A writer's moral character buttresses, and is hence may lead to disappointment on first sight. But visitors may expressed in, his/her writing. From nature a writer draws moral not struggle with such dissonance for long, like MC307 above, insights, and in turn, nature is imbued with moral values. This is a another visitor commented: “Comparing with modern buildings, it is relational way of thinking typical of the Chinese mind (Cui, Liao, & not tall, yet grandeur depends not on tallness but astonishing cultural Xu, 2015; Li, 2008; Sofield & Li, 2009). Literature plays a pivotal role accumulation! (MC243)”Hence visitors move beyond physicality in this framework, as it serves as the expressive and communicative and focus more on the cultural and spiritual values of the tower. media for everything else. These factors and processes, as shown in The value of Yueyang Tower as a symbol of FAN's moral ideal is the dotted box in Fig. 3, can occur without any relevance to tourism. not attached solely to any specific tower, even not to the one built But when they are distinctively associated with a particular place, by TENG and described in FAN's prose. Rather, the symbolic value as in the case of Yueyang Tower, which has becomes the symbol of seems to be attached to this “place” where it stands. After TENG FAN's widely respected moral ideal, the place becomes an attrac- built his version of Yueyang tower in 1045, it was destroyed 33 tion to people, or, a tourist destination, because of such associa- years later by fire; since then, it was repaired or reconstructed at tions. Hence, the framework essentially explains how a tourist least 57 times according to remaining historical records, that is, attraction is formed and experienced under the moral gaze. once every 17 years on average (ECLRHP 2016). This history is In the Yueyang tower case, FAN established a moral ideal in his represented by the bronze models of the tower from five different prose and through his own life, that is, “Be the first the worry for dynasties, seated at the entrance of the park (Fig. 2.6), which im- the country and its people; Be the last to enjoy oneself”. This moral plicates that rebuilding is a normative practice here. The contin- pursuit exemplifies Confucianism's emphasis on morality and has uous rebuilding of the tower throughout the thousand years is also become an ideal integrated into the mainstream Chinese culture a process of reconfirming and solidifying the inheritance of FAN's and respected by Chinese people. This ideal in his writing is infer- literary achievement and moral ideal and its association with this red based on the landscape appreciation at Yueyang Tower, making place, generation after generation, well into the contemporary era. this specific place a symbol of the ideal. With the surge of tourism This historical process is implicated in the collections of classical in recent decades, the place has been developed in line with this poems and prose written by ancient Chinese about Yueyang tower image, and visitors are motivated by it to personally experience (PCHCTP, 2015; 2016), in which FAN's prose seems to be a recurrent what was written in FAN's prose. They use the moral gaze–though dominant theme adopted by TENG and FAN's counterparts in probably unconsciously and unsystematically–not only to appre- subsequent historical times. Specifically, FAN and his prose was ciate the literary work, the writer, the landscape, and the archi- cited in 132 of a total of 926 poems (14.3%; PCHCTP, 2015) and in 52 tecture, but also to enrich and enhance themselves and ruminate of a total of 85 prose (61%; PCHCTP, 2016) about Yueyang tower. on the functioning of their own society. These writers, like TENG and FAN, were mostly the cultural, social and political elites in traditional China. A quote is provided in 6. Discussion Appendix 2 as an example of those literature, written by SHANG Lu (1414e1486) at the request of WU Jie. SHANG achieved the top one Overall, this study reveals the cultural complexity and historical rank in the imperial examination and became a prime minister in depth of literary tourism in China and contributes to the under- the Ming dynasty, while WU was the then prefecture chief of standing of literary tourism in general. Morality is a basic nature of Yueyang and rebuilt the tower around 1471. The quote may be read human societies and literature often plays an expressive and with respect to two points. First, it is a harmonious integration of educational role with respect to morality. The linkage of the moral the different aspects of moral gaze discussed above, including gaze teaching in the text to a place can be experienced through literary toward self/society, literature, writer, nature, and the place. Second, tourism with the concept of moral gaze. Seeking the good/moral, the ideas expressed in the quote are very similar to those in other like seeking the true and the beautiful, is within the human nature. classical literature in the thousand years following FAN (PCHCTP, People want to be with a high moral society and may be frustrated 2015; 2016) and the current official discourse and visitor com- by the moral disorder in their social life. Bearing in their mind is ments online as analyzed earlier in this paper. While the latter FAN's well known moral teaching, “Be the first to worry for the usually includes a fragment of the moral gaze, the quote from country and its people; Be the last to enjoy oneself”. The place SHANG offers a more holistic view. It is in this extended history that which substantiates his teaching and his behavior therefore has Yueyang tower has became the symbol of FAN's moral ideal, which great appeal to Chinese people and contribute to their moral forms the basis of its attractiveness to contemporary Chinese as a experiences. tourist destination. Moreover, this study resonates with research on moral elevation in positive psychology (Pohling & Diessner, 2016) by revealing the 5. Conclusion positive experiences in a moral gaze. Pohling and Diessner (2016) reviewed that the moral elevation studies are mostly conducted A conceptual framework of moral gaze is proposed in Fig. 3 as a in labs with strict experimental control and limited authenticity, summary of both the findings from the empirical research and and suggested that more studies should be conducted in natural- relevant Chinese social-cultural traditions. Overall, the moral gaze istic environments. Cases like Yueyang Tower tourism seem to be a is seen as a general way of thinking, feeling and acting that tends to good setting for such research. In the meantime, by drawing from 300 X. Yu, H. Xu / Tourism Management 65 (2018) 292e302

Fig. 3. The formation and experience of a tourist attraction under the moral gaze. these positive psychology studies, future research about moral gaze figures all worked in government and made contributions to local in tourism can contribute to the understanding of the moral people and/or to the country, and left high-quality literary works experience and its outcomes, and help create personally and so- that expressed their moral pursuit and were well-known and cially positive and meaningful experience through tourism. respected by Chinese people. The related places now become In practice, the moral gaze phenomena present great challenge tourism attractions to contemporary Chinese. The concept of moral to tourism providers and the concept may help by providing a focus gaze opens a window directly into the spiritual core of Chinese for tourism provision, interpretation, and creation of meaningful culture, which may contribute to the understanding of the cultural experience. As shown in this study, the moral gaze extends through forces shaping Chinese tourism (Li, 2008; Tse & Hobson, 2008; Xu, thousands of years of history to today and is a core value of cultural Cui, Sofield, & Li, 2014; Xu, Ding, & Packer, 2008). Further research heritage. Tourism has been developing very fast during the last two could be conducted to examine the validity of the moral gaze in decades in China, after the destruction of traditional culture by these cases and in Chinese tourism in general. Moreover, as mo- various political movements including the disastrous Cultural rality is a basic nature of human societies, the concept of moral gaze Revolution (1966e1976). It seems easy to build new buildings and could be tested in other cultures as well. add tangible elements, yet it seems more difficult to tap into the intangible cultural values. In the case of Yueyang Tower, many Acknowledgement structures including the memorial temples, tablet corridors and bronze towers were added during 2005 and 2007, yet they can This research is supported by the National Natural Science hardly offer a deep experience to visitors who usually glanced at Foundation of China (41301147), the Scientific Research Foundation these new additions only in passing and some even lamented that for the Returned Overseas Chinese Scholars (1402041), State Edu- they were newly built and hence not worth visiting. At the me- cation Ministry and the Fundamental Research Funds from the morial temple for FAN and TENG, the exhibition about their life Central Universities (1309064; 40000e1188147). directly used ancient documents or archeological records as inter- pretive materials, which may be quite difficult for common people Appendix 1 to understand. As a place deeply valued for its intangible spiritual culture, there seems a lack of work in this respect. The challenge is An Account of YueYang Tower (English Translation) how to interpret and transmit intangible cultural values, which is In the spring of the fourth year of Qingli (1044 AD), TENG Zijing thousands of years old but still lives into the contemporary society, was exiled to administer Baling prefecture. Through two years of and how to create meaningful experience for visitors, including the his efficient rule, the local administrative affairs have proceeded positive experience of moral elevation (Pohling & Diessner, 2016). smoothly and the people are living in harmony. All that was left The concept and framework of moral gaze and findings from this undone has now been restarted. Yueyan tower is also renovated study may be used to organize work in this area. and enlarged to exceed its previous scale. Engraved thereon are While Yueyang Tower is a representative case of the moral gaze, poems and rhymed prose written by worthy personalities in Tang the concept tells about a general mentality that widely influences dynasty (618e907 AD) and the present dynasty (starting from 960 Chinese society and may be applicable to the understanding of AD). Teng invited me to write a prose to record the affair. tourism phenomena at many places in China. A great many tourism I see that the beauty of Baling lies in the lake of Dongting. It attractions involve inherently a moral gaze as they are valued by harbours distant mountains and gulps the Yangtze river, so vast, and attractive to Chinese because of their association to certain mighty, and boundless. The morning sunlight and evening glow moral values. Examples include: the hundreds of Confucius temples create a kaleidoscope of spectacles. This is the magnificent view of around China that enshrines Confucius (551e479 BC) together with Yueyang tower, which has been well described by our predecessors. other sages throughout Chinese history; Wuhou Temple in However, the lake leads northerly to the Wu gorge and reaches Chengdu which enshrines ZHUGE Liang (181e234) who was southerly to the Xiao and Xiang rivers; this is where exiled officials admired for his loyalty and wisdom; DU Fu's (712e770) Thatched and literati often meet. When they watch the scenes, how could Cottage, also in Chengdu, which commemorates the great patriotic there be no difference in their feelings? poet who showed deep concern for the country and its people; YUE Consider the time when an excessive rain lasts for months. Fei's (1103e1142) tomb at Hangzhou, who devoted himself to his Chilly winds roar fiercely; muddy waves surge sky-high. The sun country with supreme loyalty and defeated invasive enemies many and stars are dimmed; the mountains disappear. Traveling mer- times but was framed and killed by traitor ministers. The list could chants are stranded, as masts are blown down and oars broken. At go on and on. In these cases, like FAN Zhongyan, these Chinese the murky dusk tigers roar and monkeys cry. For someone X. Yu, H. Xu / Tourism Management 65 (2018) 292e302 301 ascending the tower at such a time, what emerge are nostalgia for References leaving the capital and his hometown, and fears of defamation and criticism. He sees only a scene of desolation, and feels extremely Busby, G., & O'Neill, K. (2006). Cephallonia and Captain Corelli's Mandolin: The influence of literature and film on British visitors. Acta Turistica, 18(1), 30e51. sad. Carr, D. (2005). On the contribution of literature and the arts to the educational Consider the time of a pleasant spring with a bright scene. The cultivation of moral virtue, feeling and emotion. Journal of Moral Education, lake is tranquil and merges with the sky to form a vast expanse of 34(2), 137e151. fl fi Carr, D. (2014). Four perspectives on the value of literature for moral and character blue. Sandpipers y and rest; colorful shes swim up and down. education. Journal of Aesthetic Education, 48(4), 1e16. Grasses ashore and orchids on sandbars are lush and green. When Carr, D., & Davis, R. (2007). The lure of evil: Exploring moral formation on the dark the vast mist clears completely, the bright moon shines over side of literature and the arts. Journal of Philosophy of Education, 41(1), 95e112. thousands of miles, sometimes reflecting off the water like glis- Chen, P. (1996a). A summary of the ancient prose movement in Tang and Song dynasties (Part I). Zhejiang Social Sciences, 1,80e85. terninggold, sometimes its tranquil image sinking into the water Chen, P. (1996b). A summary of the ancient prose movement in Tang and Song like a piece of jade. Fishermen sing to each other. What could be dynasties (Part II). Zhejiang Social Sciences, 2,81e85. more pleasant! Ascending the tower, one feels carefree and happy, Chen, X. (2013). Interpreting Yueyang tower. Changsha: Hunan Map Publishing Company. forgets both favour and humiliation. Holding a cup of wine in the Corbin, J., & Strauss, A. (2015). Basics of qualitative Research: Techniques and pro- breeze, he beams with joy. cedures for developing grounded theory. Los Angeles: SAGE Publications, Inc. Ah! I have explored the mentality of ancient sages: perhaps they Cui, Q., Liao, X., & Xu, H. (2015). Tourist experience of nature in contemporary China: S cultural divergence approach. Journal of Tourism and Cultural Change. are different from the two types of people above. How? Their joy or https://doi.org/10.1080/14766825.2015.1113981. sadness is not related to personal gain or loss. When in high posi- Dahlsgaard, K., Peterson, C., & Seligman, M. E. P. (2005). Shared virtue: The tion at court, they worry for the people; when far away, they worry convergence of valued human strengths across culture and history. Review of General Psychology, 9(3), 203e213. for the emperor. Hence they worry both when they get promoted Dong, N. (2014). My views on the contemporary value of classics. Literary Heritage, and when exiled. Then when are they happy? They would say: Be 05,6e8. the first to worry for the country and the people; be the last to ECLRHP (Editorial Committee of Local Records of Hunan Province). (2016). The records of Yueyang tower. Beijing: China Local Records Publishing House. enjoy onself! Oh, without them, who else should I seek company Fawcett, C., & Cormack, P. (2001). Guarding authenticity at literary tourism sites. with? Annals of Tourism Research, 28(3), 686e704. Written on September fifteen, the sixth year. Fu, X., Cai, L., & Lehto, X. (2015). A Confucian analysis of Chinese tourists' motivations. Journal of Travel & Tourism Marketing, 32(3), 180e198. https://doi.org/ 10.1080/10548408.2014.896233. Fu, X., Cai, L., & Lehto, X. (2016). Framing Chinese tourist motivations through the Appendix 2 lenses of Confucianism. Journal of Travel & Tourism Marketing, 34,149e170. https://doi.org/10.1080/10548408.2016.1141156. Gao, N. (2009). The moral value of literature. Literature Commentary, 1,55e62. A paragraph from SHANG Lu (1414e1486)'s An Account of Gong, P. (2006). Fifteen discourses on Chinese traditional culture. Beijing: Peking Rebuilding Yueyang Tower: University Press. Guo, Y. (2014). Enlightment of wisdom: A brief talk about the contemprary value of “Aha! The material world is not beautiful in itself, but is beautiful Chinese ancient literary classics. Literary Heritage, 05,8e12. because of humans d this is a truth. Building a tower at Yueyang Herbert, D. (1996). Artistic and literary places in France as tourist attractions. e fi Tourism Management, 17,77 85. and embracing the ne scenery of Dongting Lake, this is already Herbert, D. (2001). Literary places, tourism and the heritage experience. Annals of beautiful. Yet Lord FAN wrote a prose, further describing the Tourism Research, 28(2), 312e333. wonder of the variation between rain and sunshine, in which he Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and Organizations: Soft- fi ware of the Mind: Intercultural cooperation and its importance for survival (3rd has imbued the spirit of 'Being the rst to worry and the last to ed.). New York: McGraw-Hill. enjoy'. When one reads and savors this prose, the lake, the Hoppen, A., Brown, L., & Fyall, A. (2014). Literature tourism: Opportunities and mountain and the scenery all emerge in his eyes without him challenges for the marketing and branding of destinations? Journal of Desti- nation Marketing & Management, 3,37e47. stepping out of his door. All those who have kept in mind a worry Hsu, C. H. C., & Huang, S. (2016). Reconfiguring Chinese cultural values and their for the country and the people will be instantly alerted, become tourism implications. Tourism Management, 54, 230e242. spontaneously interested and start to reflect on themselves. Then is Jennings, G. (2010). In Tourism research (2nd ed.). John Wiley & Sons Australia, Ltd. this tower built for the benefit of sightseeing? It is built because of Qld. Jiang, G. (2009). Twelve major values in the study of confucian classics: A the deep admiration for the lord's character and conduct and the contemporary interpretation of Chinese classical cultural values. Philosophical desire to follow his footsteps and reach his height. I have heard that Researches, 7,44e53. Chief WU has governed Yueyang with integrity, discretion and Jiang, L., & Xu, H. (2016a). The growth of literary places in ancient town tourism destinations: Based on the theories of Bourdieu, Danto and Dickie. Journal of initiative. In nine years, literati become acceptive of his teachings, Tourism and Cultural Change,1e16. https://doi.org/10.1080/ people are contented with his governance, and officials are happy 14766825.2016.1148153. under his restrictions and no one dares to abandon themselves in Jiang, L., & Xu, H. (2016b). Reading, tourism, and geography consumption in literary places. Tourism Geographies, 18, 483e502. https://doi.org/10.1080/ unbridled indulgence. He who governs the prefecture with benev- 14616688.2016.1217033. olence for the people has lived up to the spirit of the lord. He who Kwek, A., & Lee, Y.-S. (2010). Chinese tourists and Confucianism. Asia Pacific Journal rebuilds the tower to restore the old scene lives up to the prose of of Tourism Research, 15(2), 129e141. ” Kwek, A., & Lee, Y.-S. (2015). How face matters: Chinese corporate tourists in the lord. Who is the lord? It is FAN Zhongyan (in PCHCTP, 2016,p. Australia. Journal of Travel & Tourism Marketing, 32,120e140. https://doi.org/ 22; the original Chinese text is provided below). 10.1080/10548408.2014.986016. Lee, Y., & Weaver, D. (2014). The tourism area life cycle in Kim Yujeong literary village, Korea. Asia Pacific Journal of Tourism Research, 19(2), 181e198. https:// 商辂(1414e1486)I重建岳阳楼记J节选. doi.org/10.1080/10941665.2012.735681. 嗟乎!物不自美, 因人而美, 此理也。夫以岳阳为楼, 据有洞庭之胜, Li, F. M. S. (2008). Culture as a major determinant in tourism development of China. Current Issues in Tourism, 11(6), 492e513. https://doi.org/10.1080/ 既云美矣。而范公为记, 又历叙阴晴变态之妙, 以寓夫先忧后乐之心, 使 13683500802475786. 人诵而味之, 非惟不出户庭而湖山景物尽在目中。凡素存忧国忧民之 Liang, H. (2011). Ten political beautiful essays that have influenced Chinese history. 念者, 自将惕然警省, 而油然兴起矣。然则是楼之建, 岂为游观之好哉? Beijing: China Renmin University Press. Lin, Y. (2009a). The wisdom of Confucius. Beijing: Foreign Language Teaching and 盖深有慕于公之为人, 而追寻芳躅, 思欲企而及之者也。予闻太守治岳, Research Press. 廉慎有为, 九载之间, 士安其教, 民安其政, 而吏亦怡然于禁令之下, 无敢 Lin, Y. (2009b). The importance of living. Beijing: Foreign Language Teaching and 侈然以肆者。夫为郡而能仁于其民, 无愧于公之心也。建楼而欲复于 Research Press. Liu, C. (2014). The contemporary value of classics. Literary Heritage, 05,12e16. 旧, 无愧于公之文也。公, 何人也?希文则是。 302 X. Yu, H. Xu / Tourism Management 65 (2018) 292e302

Liu, F. (2015). Reevaluating writings are for converying truth e its structural analysis Management, 30,670e679. as a literary theory prototype. Literary Review, 01,154e163. Tse, T. S. M., & Hobson, J. S. P. (2008). The forces shaping China's outbound tourism. Lovelock, B., & Lovelock, K. M. (2013). The ethics of Tourism: Critical and applied Journal of China Tourism Research, 4,136e155. https://doi.org/10.1080/ perspectives. New York: Routledge. 19388160802279459. Lu, W., & Stepchenkova, S. (2015). User-generated content as a research mode in Wang, S. (2012). History of Chinese tourism. Beijing: Tourism Education Press. tourism and hospitality applications: Topics, methods, and software. Journal of Wang, R. (2013). A new probe into the issue settling the enmity between the Fan Hospitality Marketing & Management, 24,119e154. Zhongyan and Lü Yijian families. Historical Research, 01,54e191. Macleod, N., Hayes, D., & Slater, A. (2009). Reading the landscape: The development Wang, C. L., & Lin, X. (2009). Migration of Chinese consumption values: Traditions, of a typology of literary trails that incorporate an experiential design modernization, and cultural renaissance. Journal of Business Ethics, 88(3), perspective. Journal of Hospitality Marketing and Management, 18(2e3), 399e409. https://doi.org/10.1007/s10551-009-0308-5. 154e172. Wu, C. (1992). Personal character and literary quality. Literary Heritage, 01,6e15. Maslow, A. H. (1964). Religions, values and peak experiences. London: Penguin Books Xi, J. (2014). The goverance of China. Beijing: Foreign Languages Press. Limited. Xie, X. (1996). Chinese society is an ethic society. Sociological Research, 6,71e80. McKercher, B. (2002). Towards a classification of cultural tourists. International Xu, H., Cui, Q., Sofield, T., & Li, F. M. S. (2014). Attaining harmony: Understanding the Journal of Tourism Research, 4(1), 29e38. relationship between ecotourism and protected areas in China. Journal of Sus- Mckercher, B., & du Cros, H. (2003). Testing a cultural tourism typology. Interna- tainable Tourism, 22,1131e1150. tional Journal of Tourism Research, 5,45e58. Xu, H., Ding, P., & Packer, J. (2008). Tourism research in China: Understanding the Mejia, A., & Montoya, S. E. (2017). On the meeting of the moral and the aesthetic in unique cultural contexts and complexities. Current Issues in Tourism, 11(6), literary education. Journal of Philosophy of Education, 51(2), 370e386. 473e491. Müller, D. K. (2006). Unplanned development of literary tourism in two munici- Yan, L. (2014). What landscape meant for the early medieval Chinese gentry. Asia palities in rural Sweden. Scandinavian Journal of Hospitality and Tourism, 6(3), Pacific Journal of Tourism Research. https://doi.org/10.1080/ 214e228. 10941665.2014.974633. Nie, Z. (2006). On ethical literary criticism and moral criticism. Foreign Literature Yang, L. (2015). Fifteen discourses on neo-confucianism. Beijing: Peking University Research, 2,8e17. Press. Nie, Z. (2014a). On the ethical value and educational function of literature. Literature Yuan, X. (2014). History of Chinese literature. Beijing: Higher Education Press. Commentary, 2,13e15. Yu, X., & Xu, H. (2016). Ancient poetry in contemporary Chinese tourism. Tourism Nie, Z. (2014b). Ethical literary criticism: On the basic fuction and core value of Management, 54, 393e403. literature. Foreign Literature Research, 4,8e13. Zhang, X., & Fan, G. (2009). Collected works of research on fan Zhongyan. Beijing: O'Connor, N., & Kim, S. (2014). Pictures and prose: Exploring the impact of literary Peking University Press. and film tourism. Journal of Tourism and Cultural Change, 12(1), 1e17. https:// Zhuge, Y. (2010). Research on fan Zhongyan. Beijing: China Renmin University Press. doi.org/10.1080/14766825.2013.862253. Zou, L., Wang, F., & Li, J. (2008). Yueyang twero. Beijing: Cultural Relics Press. PCHCTP(Professional Committee of Historical and Cultural Tower Protection, Chi- nese Society of Cultural Relics). (2015). A series of collected works related to Chinese historical and cultural Towers: Poetry volume. Beijing. Cultural Relics Press. Xiaojuan Yu is a Lecturer of the School of Tourism Man- PCHCTP(Professional Committee of Historical and Cultural Tower Protection, Chi- agement at Sun Yat-Sen University (No. 135, Xingang Xi nese Society of Cultural Relics). (2016). A series of collected works related to Road, Guangzhou, Guangdong, China 510275. Email: Chinese historical and cultural Towers: Prose volume. Beijing. Cultural Relics Press. [email protected]). She has a multi-disciplinary back- Pohling, R., & Diessner, R. (2016). Moral elevation and moral beauty: A review of the ground including a B.A. in Economics and a M.S. in human e empirical literature. Review of General Psychology, 20(4), 412 425. geography from Peking University, and a Ph.D. in Recrea- e Qi, X. (1992). The fan Zhongyan group and Qingli reform after reading Ouyang tion, Sport and Tourism from University of Illinois at e Xiu's discussion of Cliques. Historical Research, 03,126 140. Urbana-Champaign. Her research interests include tourist Robb, J. G. (1998). Tourism and legends: Archaeology of heritage. Annals of Tourism behavior, tourism marketing and management, cultural e Research, 25(3), 579 596. and heritage tourism, and has published nine papers and Ryan, C., Zhang, Y., Gu, H., & Ling, S. (2009). Tourism, a classic novel, and television: book chapter in these areas. The case of Cao Xueqin's dream of the red mansions and grand view gardens, Beijing. Journal of Travel Research, 48(1), 14e28. Sofield, T., & Li, F. M. S. (2009). World heritage listing and tourism - whose values? In K. Andriotis, & A. Theocharous (Eds.), Proceedings of the international con- ference of tourism development and management (ICTDM 2009).Tourism in a changing World: Prospects and challenges. London: Imperial College Press. Honggang Xu is a Professor of the School of Tourism Squire, S. J. (1994). The cultural values of literary tourism. Annals of Tourism Management at Sun Yat-sen University, Guangzhou, China Research, 21,103e120. (Email: [email protected]). She has been teach- Squire, S. J. (1996). Literary tourism and sustainable tourism: Promoting 'anne of ing, researching and writing about tourism geography green gables' in Prince Edward Island. Journal of Sustainable Tourism, 4(3), and planning for years and has published more than 80 119e134. journal articles and book chapters. She has served as prin- Stiebel, L. (2004). Hitting the hot spots: Literary tourism as a research field with cipal government advisers to many administrative depart- particular references to KwaZulu-Natal, South Africa. Critical Arts: South-North ments of tourism in China and has rich experience in Cultural and Media Studies, 18(2), 31e44. practices of tourism planning. Her recent research focus Tsang, N. K. F. (2011). Dimensions of Chinese culture values in relation to service includes tourism geography in China, cultural tourism provision in hospitality and tourism industry. International Journal of Hospitality and system dynamics. 本文献由“学霸图书馆-文献云下载”收集自网络，仅供学习交流使用。

学霸图书馆（www.xuebalib.com）是一个“整合众多图书馆数据库资源，

提供一站式文献检索和下载服务”的24 小时在线不限IP 图书馆。图书馆致力于便利、促进学习与科研，提供最强文献下载服务。

图书馆导航：

图书馆首页文献云下载图书馆入口外文数据库大全疑难文献辅助工具