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Chapter 7 Promotion of Measures by Target Markets and Collaboration

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Chapter 7 Promotion of Measures by Target Markets and Collaboration The Study on Comprehensive Tourism Development in Greater Xining Area, Qinghai Province, the People’s Republic of China Final Report Chapter 7 Promotion of Measures by Target Markets and Collaboration with External Entities 7.1 Tourism Markets and Tourism Products 7.1.1 Tourism Resources and Tourism Products Master Plan of tourism in Qinghai Province (2000) enumerates and classifies tourism resources in a classical sense. This Study adopts the concept of a tourism product that is generally used in the advanced tourism industry in throughout the world. A tourism resource is an essential element of a tourism product, but it cannot satisfy the conditions of a tourism product by itself alone. The tourism product is an end-product of a process in which unnecessary parts of a gemstone of a tourism resource are shaved off. This gemstone is then cut into a jewel, polished, and made into jewelry that can be sold in the market. In other words, the original stone of a tourism resource is made into a whole that can be understood and appreciated by tourists (in terms of its value, meaning, and background) by attaching various essential facilities, services, tools, explanatory materials, and guides and interpreters, so that they can obtain meaningful and satisfying tourism experiences in a comfortable environment. Whether such a whole can be created depends on the characteristics of the resource, including its history, culture, ethnicity, tradition, geography, flora and fauna, as well as environment. In short, a tourism product is a tourism resource crafted into something that can readily be readily be sold in the market. In Qinghai, not many of these exist. Initial efforts toward creating a tourism product is seen at Bird Island and Ta’er Temple, even they have not yet reached international standards. 7.1.2 Tourism Market Tourists to Qinghai consist of domestic and foreign visitors. Such visitors have been categorized into the following types, based on general trends and statistics from 2002-04. • Domestic Tourists: - Qinghai province: Residents (including day trippers); - Neighboring provinces and autonomous regions: Adjacent regions and provinces include Gansu, Sichuan, and Xinjiang. Closeby regions (within a short travel time) include Ningxia and Sha’anxi; - Federal municipalities and eastern coastal provinces: Federal municipalities include Beijing, Shanghai, Tianjin, and Chongqing. Eastern coastal provinces include Guangdong, Zhejiang, Jiangsu, Fujian, and Shandong; and 7-1 The Study on Comprehensive Tourism Development in Greater Xining Area, Qinghai Province, the People’s Republic of China Final Report - Other provinces and autonomous regions (besides those mentioned above): These areas include those in Liaoning and Huangnan/Huabei. • Foreign Tourists and Expatriate Chinese: - Expatriate Chinese: Hong Kong, Macau, Taiwan, and those in Southeast Asia; - Far East: Japan and Korea; - Southeast and South Asia: Singapore, Thailand, Indonesia, Malaysia, and Philippines (excluding all expatriate Chinese), and India; and - Europe, Americas, and Oceania: Europe (Western Europe and Russia), Americas (USA, Canada, and Latin America), and Oceana (Australia and New Zealand). Applying an often-used categorization in Qinghai regarding market rank (1st class – the most important, 2nd class - the next most important, and 3rd class – complementary), the aforementioned domestic and foreign tourists may be classified as follows. Table 7.1.1 Classification of Markets Market Foreign and Expatriate Domestic Tourists Rank Chinese Tourists 1st Class • Federal municipalities • Expatriate Chinese • Eastern seaboard provinces • Neighboring Asians 2nd Class • Intra-Qinghai • Europe • Adjacent/nearby provinces • Americas • Oceania 3rd Class • Other provinces and autonomous regions According to the annual number of tourists by source, the markets were classified into five ranks as follows. Table 7.1.2 Classification by Market Size Rank Market Size Market AAA Over 1.0 million • Intra-Qinghai • Federal municipalities AA 0.5 - 1.0 million • Eastern seaboard provinces • Other provinces and autonomous regions • Neighboring provinces and autonomous A 30,000 - 500,000 regions • Expatriate Chinese, neighboring Asians, B 10,000 - 30,000 and westerners • SIT market C 2,000 - 30,000 • Niche market 7-2 The Study on Comprehensive Tourism Development in Greater Xining Area, Qinghai Province, the People’s Republic of China Final Report 7.1.3 Tourism Segment and Market Size (1) Tourism Area, Tourism Route, and Tourism Product Modern-day tourism far exceeds the classic activities of simply visiting tourism resources and tourist sites. It has changed greatly in terms of geographical expansion, content, and objective. In general, tourism activities of area, line, and point development can be recognized. Potential of the tourism products of the Greater Xining Area are classified by market segment and size as shown in Table 7.1.3. (2) Tourism Products by Theme and by Objective (2005) Modern-day tourism crosses geographic boundaries, generating tourism markets according to interests or objectives, with significant market sizes for each. Importance of this trend increases annually. Table 7.1.4 arranges tourism products and activities by theme and objective, together with potential, market segment, and market size for 2005. (3) Tourism Products by Theme and by Objective (2010) There are many tourism development plans at the levels of province, prefecture, county, and municipality. Even if a part of them is to be realized, new tourism products of area, line, or spot development will become available to make Qinghai a more attractive destination. Table 7.1.5 shows how Qinghai tourism may appear in 2010, when these new products are added. 7-3 in Greater Xining Area, Qinghai Province, th Province, Area,Qinghai Xining in Greater The Study on Comprehensive Tourism Development Table 7.1.3 Tourism Market Segments and Market Size (Tourism Area, Route, and Product) Tourism Area Xiadu - Xining City Area Qinghai Lake Area Yellow River Area Qilianshan Area Tourism Route Xining City Area Circuit Qinghai Lake Circuit Yellow River Circuit Qilianshan Circuit City and history tourism in Xining Qinghai Lake 151 Diji, Longyangxia, Guide, Beishan・Xianmi Forest City, Tu Nationality Village Park, Qinghai Lake Shadao, Kanbula/Lijiaxia, Mengda, Park, rape blossoms in Tourism Product Ta’er Temple, Quyun Temple, and Atomic Museum, Jinyin Tianchi, and Tongren - Menyuan, old castle Liuwan Remains Beach, and Bird Island Regong Cultural Village remains, and Zhangye Domestic Intra-Qinghai A A A A A A A Neighboring Areas A A B B B Tourism Market Federal Municipalities & A A A A A A B Eastern Seaboard Provinces Other Provinces B B B C Overseas Overseas Expatriate Chinese B B B C Nearby Asians B B B C e People’s Republic ofChina Final Report 7-4 Westerners B C B C Table 7.1.4 Tourism Market Segment and Market Size (Tourism Product by Theme and Objective: 2005) Tourism Theme Nature Religious/Cultural Ethnic/Cultural Leisure/Resort Conference/Seminar Special Kanbula/ Avoiding the Heat, Conferences, Tibetan Buddhism Tibetan, Tu, Sala, Climbing, Product by Objective Lijiaxia, Bird Highland / Highland Seminars, and Buildings/ Remains Hui, etc. Eco-tourism Island, etc. Recreation Events Intra-Qinghai AA AA AA A A C Domestic Neighboring Areas B B B A A B Tourism market market Tourism Federal Municipalities & Eastern Seaboard AA A A AA AA A Provinces Other Provinces B B C C B C Overseas Overseas Expatriate Chinese B B C B C C Nearby Asians B B B C C B Westerners C C C N/A N/A C in Greater Xining Area, Qinghai Province, th Province, Area,Qinghai Xining in Greater The Study on Comprehensive Tourism Development Table 7.1.5 Tourism Market Segment and Market Size (Tourism Product by Theme and Objective: 2010) Summer Capital History/Religion/Ethnic Xining/Conference Special Interest Tourism Tourism Theme Nature Leisure/Resort Culture and Seminar/Urban (SIT) Tourism (MICE) ・ Yellow River Cruise ・ Tibet Buddhism - ・ Dam Lake Tourism ・ Large-scale ・ High altitude (Longyangxia, Guide, Gansu Route (Ta’er (Lijiaxia Dam*) conference and training (Xining) Kanbula/ Lijiaxia) Temple, Mengda, ・ Spring Recuperation event at two ・ Yanhu (Salt Lake) ・ Mengda Tianchi and Tianchi, Tongren - Long Stay (Guide) facilities8 Tour Product by Objective Gansu Route (Mengda Regong art, Gansu - ・ Summer Resort Long ・ Urban tourism ・ Sanjiangyuan Tour Tianchi, Xunhua Sala Labrang Monastery) Stay (along Qinghai ・ Przewalski's Nationality Zone, and ・ Tuguhun Remains Lake) Gazelle Tour Gansu Bingling Route Temple/ Lijiaxia Dam) Intra-Qinghai A AA AA AAA B e People’s Republic ofChina Final Repor Domestic Neighboring Areas B B A A B Tourism Market Market Tourism Federal Municipalities & 7-5 Eastern Seaboard AA A AA AA A Provinces Other Provinces B B C B C Overseas Expatriate Chinese B C B C C Nearby Asians B B C C B Westerners C C C C C *Lijiaxia Dam Lake Tourism ・ The dam/reservoir is valuable not only for hydro-electric power, but also for tourism. ・ Many examples exist in advanced tourism countries of using a dam/lake as a recreation spot for nearby residents and as a tourism spot for distant tourists. One such example of the former is Tama Lake near Tokyo, while one such example of the latter is Kurobe Dam. ・ If Lijiaxia Dam and Kanbula National Forest Park (Red Mountains - Nanzong Monastery) are developed within a unified concept, it may be a very attractive dam lake tourism product, and become a model development in China. ・ Lijiaxia has considerable
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