Integrated Development and Utilization of Cultural Tourism Resources in the Silk Road Economic Zone Based on Regional Perspective

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1 Integrated Development and Utlzaton of Cultural Toursm Resources n the Slk Road Economc Zone Based on Regonal Perspectve Xaoyan Chen Hstory, Culture and Toursm Department, Shaanx Xueqan Normal Unversty, Xan Shaanx, , Chna Abstract Wth the contnuous development of regonal economc cooperaton, toursm ndustry also needs to carry out regonal cooperaton. In ths paper, the author analyzes ntegrated development and utlzaton of cultural toursm resources n the slk road economc zone based on regonal perspectve. At present, the Slk Road tourst area has formed a scenc area and supportng facltes relatvely complete tourst routes The Slk Road tourst area s a complcated and open system. There are many dfferent elements n the system. Therefore, we should analyze and construct the toursm cooperaton mode of the Slk Road from the macro perspectve. Key words: Space structure, Toursm cooperaton, Synergy theory, The Slk Road 1. INTRODUCTION Wth the contnuous development of economc globalzaton, the wave of regonal economc cooperaton has spread all over the world. Countres around the world, especally n economcally developed areas, optmze the allocaton of resources by carryng out varous cooperaton actvtes, so as to acheve the overall compettveness of the regon. Wth the contnuous development of regonal economc cooperaton, toursm ndustry, as an mportant component of modern economy, has also been contnuously cooperatng. The area or the travelng destnaton through resource ntegraton, lne reorganzaton, mutual nformaton sharng, market constructon, complementary advantages and regonal wn-wn stuaton, not only can overcome the shortcomngs of tradtonal forms of toursm development, but also can mprove the overall compettveness of the regonal toursm, mprove the regonal toursm mage. Toursm cooperaton has gradually become an mportant part of regonal economc cooperaton. In the world, regonal toursm cooperaton has become an mportant trend n the development of toursm. Some toursm destnatons begn to carry out toursm cooperaton actvtes of varous contents and forms wth the neghborng geographcal locaton, smlar toursm resources, centralzed dstrbuton and other condtons. Snce twenty-frst Century, regonal toursm cooperaton has shown a better development trend. The Slk Road economc belt provdes a good opportunty for the toursm cooperaton of the slk road. It s of great sgnfcance to promote the openng up of the central and western regons of Chna, to promote Chna's openng to the west, to strengthen regonal economc cooperaton along the lne, and to promote the shft of the economc center of gravty to the west. The toursm ndustry as an mportant part of modern servce ndustry, wth hgh relevance, drven by strong, to adapt to people's consumpton upgradng and ndustral structure adjustment, Slk Road economc belt development must pay attenton to the regonal toursm cooperaton. Wth the development of toursm n recent years, the drecton of toursm development has gradually turned to cultural toursm from landscape tour, and now toursts pay more and more attenton to rchen and enjoy sprtual cvlzaton, therefore, cultural toursm has become a potental toursm market development drecton, and has great potental for development. Culture and toursm are mutually renforcng relatonshp. Cultural resources can effectvely promote the development of toursm and has a hgher role n the toursm ndustry. Moreover, cultural resources can provde vstors wth better travel experence, and dg deeper travellng feelng. And the development of toursm can fully dsplay the characterstcs of regonal culture, effectvely realzng the protecton of cultural resources and full use. Cultural toursm facltes are the bass of cultural toursm, and t s an nevtable choce to explore ts potental. It has become a hot topc of academc to correctly assess the potental value of toursm market, and then to acheve the effectve development of toursm resources. Although the exstng methods can perform some assess and dentfcaton, there are many problems, such as the nablty to accurately valdate the resource endowments and market potental ndcators. The conventonal evaluaton method s manly focused on the protecton of culture, but from the toursm ndustry aspect, t s rarely able to carry out effectve evaluaton. Although the ndvdual assessment methods wll exst the development of toursm potental value assessment, but the excavaton of cultural toursm resources s not very one-sded, and the ndcators can be calculated are not very comprehensve. 2. DEFINITION OF RELATED CONCEPTS 255

2 2.1.The Slk Road Economc Belt The Slk Road economc belt ncludes Henan, Shaanx, Gansu, the Nngxa Hu Autonomous Regon, Qngha and the Xnjang Uygur Autonomous Regon, ncludng the Slk Road Tourst area. Henan s located n the mddle and lower reaches of the Yellow Rver, wth the ancent Slk Road East of the startng pont of Luoyang; Shaanx s located n the mddle reaches of the Yellow Rver, the captal of X'an s the famous Slk Road East Staton n Nngxa as an mportant startng pont; the ancent Slk Road North East, located n the upper reaches of the Yellow Rver, s the most n the provnces of Gansu, Qngha Hu; are mportant part of the ancent Slk Road; Xnjang s located n the northwest border area of our country, s the most concentrated area n Chnese Uygur, an mportant channel of the ancent Slk Road, the ancent East and west culture blend brllant. Regonal toursm area of the Slk Road, s rch n resources, toursm development s n good condton. Toursm cooperaton has a sold foundaton. Snce the great development of the west, the "11th Fve-Year plan" of the western development has postoned toursm as the characterstc and advantageous ndustry n the Northwest Chna, and the toursm ndustry has been greatly promoted. The "master plan" tourst area of the Slk Road to break the tradtonal Western space and the central regon of the geographcal boundares, the Slk Road culture s becomng more core to mantan large area across the central and northwest of dfferent regons, lad the foundaton for the sx provnces to carry out toursm cooperaton along the slk road. Fgure 1. Slk Road Tourst Area Domestc research on the Slk Road toursm achevements than the rch, concentrated zone and Slkroad culture toursm n toursm resources development, toursm and so on, s the study of slk cultural toursm or product from a provnce or cty vew of development and development strategy of spatal development or evoluton. Wth the success of the Slk Road jont declaraton of the world hertage and the Slk Road Economc Belt strategy, the Slk Road toursm s the focus of the current research drecton. The Slk Road Economc Belt proposed the more recent tme, as the angle of study less, manly ncludng the Slk Road Economc Zone's hstorcal orgn and connotaton of the defnton, background and reason, cooperaton foundaton, cooperaton content, constructon potental problem, development trend and polcy choce 2.2 Regonal toursm cooperaton Regonal toursm s n the geographcal space, toursm resources, hstorcal and cultural tes and other specfc areas of smlarty and contnuty wthn or between dfferent regons, the tourst actvtes of manknd as the man body, break the admnstratve restrctons, the sum of a seres of development n the toursm resources, products, markets and other aspects of the lsted toursm economc actvtes and ther relatonshp. The regonal toursm cooperaton n a certan regon, dfferent toursm subject, accordng to certan prncples and objectves, the toursm ncludng toursm resources, toursm market and toursm product lne, nformaton re ntegraton, optmzaton, common development and wn-wn to acheve regonal toursm actvtes. Regonal toursm cooperaton s n a partcular stage of toursm development, regonal toursm cooperaton between dfferent regons, dfferent cooperaton man body by the form and approach, the varous elements of the system of regonal toursm cooperaton s shown n the basc form and the combnaton of form and general characterstcs. Among them, the regonal toursm cooperaton model based on the man body of cooperaton s the morphologcal characterstcs and behavor patterns of partcpants n the practce of toursm cooperaton. The pattern of regonal toursm cooperaton structure refers to the relatonshp and combnaton of the elements of regonal toursm system and toursm actvtes n space 256

3 Fgure 2. Tourst resources Toursm cooperaton theory s also called toursm economc synergy theory. The theory reveals the regonal toursm economc system of toursm economc relatons, the nternal relatonshp between the varous elements, the sgnfcance of collaboratve work. In addton, combned wth the theory of regonal spatal structure, t s consdered that toursm center plays an mportant role n regonal toursm cooperaton. The tourst area of the slk road s a complex and open system, n ths system there are many dfferent elements, regonal toursm system coordnaton and ntegrty determnes the necessty of regonal toursm cooperaton. The synergy theory of toursm economc system s the bass of the theory of regonal toursm cooperaton, especally n the exstng system of admnstratve dvson n Chna, to acheve cooperaton from the government level, through the coordnaton of stakeholders, to break the shackles, the ntegraton of toursm elements wthn the regon sustanable development gude and drve the regonal toursm ndustry. Toursm area lfe cycle theory revealed the general rules of toursm development. The theory beleves that the tradtonal promoton of toursm attracton and the development of new resources n a sngle tourst destnaton has been unable to meet the toursts' dversty and deep toursm demand. Practce has proved that after the tourst destnaton has entered the stage of consoldaton and stagnaton, scentfc measures must be taken to ensure that the tourst destnaton has entered the recovery stage. In the toursm cooperaton development of the Slk Road, t s necessary to ensure the fnal development of toursm destnaton nto the recovery stage, not to declne, and to combne the toursm destnaton n the regon s an mportant way. Cultural toursm resource s a very specal toursm resource, so the evaluaton and assessment for cultural toursm resource s very necessary. Frstly, the cultural toursm resource s a knd of toursm resource, wth all the attrbutes of toursm resource. The standard for evaluatng toursm resource s also sutable for cultural toursm resource, such as the value assessment for the elements of resource, the assessment for the mpact of resources; however, due to cultural toursm resources have some specal natures, so the development and protecton need to take nto account the ssue of carryng capacty of resources. Ths s the unque property of cultural toursm resource, and t s referred to as resource endowment attrbute. 3. OPTIMIZATION SCHEME OF MARKET POTENTIAL EVALUATION SYSTEM FOR CULTURAL TOURISM RESOURCES As the cultural toursm resource has very unque characterstcs, so that scholars need to buld multple measures and ndcators to evaluate the cultural resources value. Among them, the two most mportant condtons are resource condton and market condton. However, resource condtons nclude fve major factors. Culture can be used as a toursm resource, and also can act as a factor n toursm resources. Its exstence wll affect some assessments of toursm resources and development protecton of resources. The prmary consderaton n cultural toursm resource development s to protect, nhert and promote the resource. Cultural toursm resources carryng capacty ndcators are also wthn the scope of evaluaton. Resource development requres a comprehensve consderaton of the local natural resources, envronmental capacty and economc capacty and other objectve condtons, of whch the effectve use of convenent transportaton can provde a huge feasblty. Toursm resources development also need to consder the supportng servces of toursm. These basc facltes need to be learned before developng the toursm to acqure approprate nformaton. Therefore, the resource condtons are summarzed as follows: envronmental carryng capacty, development condtons, the best development tme, popularty and ornamental value. 257

4 Fgure 3. Cultural toursm resources 3.1. Evaluaton of resource endowment Cultural toursm resources market potental evaluaton crtera as shown n Table 1 below. Resource endowment evaluaton s the valuaton for the resource tself, whch s done after comprehensve examnaton and elegant assessment. The man elements of evaluaton nclude ornamental value, hstorcal and cultural scence and artstc value, rarty, scale of tour, enrchment, ornamental ntegrty and other factors; but also ts nfluence and vsblty, sutable perod for the tour are also need to be measured. These are the key ponts to be evaluated. Table 1. Cultural toursm resources market potental evaluaton crtera Indcators 10 scores 5 scores Less than 3 scores Popularty World-known Natonally known Regonally known Scale Very bg Bg Ordnary Carryng capacty Very strong Strong Ordnary Integrty Very complete Complete Partally damaged 3.2. Introducton of matrx evaluaton model Ths paper ntroduces a matrx evaluaton model to confrm the vertcal relatonshp between resources and market. The development trend of cultural toursm resources s studed from the perspectve of market potental to determne the latest status of resource development, quantfy the resource parameters and determne the market potental and advantages and dsadvantages. The matrx model s smple and easy to operate, and ts accuracy s hgh. Compared wth the tradtonal analytc herarchy process (AHP), the matrx evaluaton model constructed n ths paper can analyze the factors that restrct the development of the market drectly, combne the resource development to subdvde the market ways, whch then reacts to the resource development, provdng effectve bass for resources development. The matrx evaluaton model s not only applcable to the resources - the market. Because of ts strong relevance, after the evaluaton ndcators beng effectvely changed, the model can be appled to other related areas, or appled to dfferent types of resource development evaluaton systems, to choose a dfferent ndcator parameters program. Frstly, the constructon cost of cultural toursm resources s effectvely assessed. Approprate condtons should be excluded for the assessment, the formula s: K Q Pa P 1 Q t (1) In the formula: Pa s the constructon cost under the unt; P s the varable cost of stochastc condton; Q s the constructon cost under the actual condton; Qt s the constructon cost under the expected condton. In order to effectvely avod the effect of development on the nhertance of cultural toursm resources, so the expected long promoton calculaton should be protected. The formula s as follows. 258

5 n 2 2 / HHI X X S 1 1 (2) In the formula: X represents the long promoton value of an nhertance protecton; X represents the nfluence value under the development case; HHI represents the square root of the actual market share. The rarty of cultural toursm resources s accessed wth the formula as follows. K W py 1 (3) In the formula: p s the coeffcent of rarty, y s the actual exstence tme and quantty. In the cultural toursm resources assessment, certan assessment calculaton s carred out for the best tme to tour, the formula s as follows: n The popularty of cultural toursm resources s accessed wth the formula as follows: Q TSP Q= = Q 1 Q 1 (5) In the formula: Q represents the degree of understandng wthn unt tme range; Q1 represents the degree of understandng wthn the actual area, TSP s estmated by a certan amount of data. It s mportant to determne the above evaluaton, so t s necessary to make multple measurements to fnd the average. After the above calculaton, several elements n the cultural toursm resources can be clear. After these elements beng quantfed, and then the prmary matrx arrangement s practced. A prmary assessment screenng can be conducted to evaluate the most nfluental factor n cultural toursms. w w w 1 2 n w 1 w w 2 n Wj= - - n n n w n w n wn (6) The correspondng value of each element of the orgnal matrx s the same. The calculated values need postve and nverse ndcators calculaton, the formula s: S x -mn x = max x -mn x 1 1+ a-x (8) In the formula: a s the moderate coeffcent. After the postve ndex and nverse ndex calculaton, the approprate value s a normal value. Comprehensve evaluaton ponts can be acheved after selectng lnear model for summary. n Y WS 1 n W, W,,, =1,2 n (10) In the formula: Y s the overall evaluaton value; S s the ndex value of the element; W s the crcle coeffcent.through the calculaton of some columns, the purpose s to select the representatve elements for evaluaton, so that the resource endowments and market potental ndcators of cultural toursm resources can be effectve solved result The cultural toursm resources market potental evaluaton system desgned n ths paper s to evaluate the system n terms of cultural toursm resources. When we evaluate the cultural toursm resources for a certan (4) (7) (9) 259

6 regon, conventonal methods are used to evaluate frstly. And then use the evaluaton system of cultural toursm resources market potental desgned n ths paper to evaluate. The evaluaton results are shown n the table. Table 2. Evaluaton results of cultural toursm resources market potental evaluaton system Evaluaton Resource endowment Market potental ndex Comprehensve score Cultural value Ⅰ Ornamental value Ⅱ Development potental Ⅱ Popularty Ⅲ Table 3. Evaluaton results wth conventonal means Evaluaton Resource endowment Market potental ndex Comprehensve score Cultural value Unable to evaluate Ornamental value 2098 Unable to evaluate Unable to evaluate Development potental Unable to evaluate Unable to evaluate Unable to evaluate Popularty Unable to evaluate Unable to evaluate Unable to evaluate It can be clearly seen from Fgure 3 that the market potental evaluaton system of cultural toursm resources desgned n ths paper can calculate the carryng capacty of ths regon contnuously and effectvely. But wth the tradtonal means, and the dotted porton n the mddle part s the undetectable result. As a result of dscontnuous evaluaton, calculaton accuracy and precson are not very accurate. Ths may be because n the matrx models adopted n ths paper, the relevance and unversalty of cultural toursm resources are consdered, and at the same tme, the demand nfluencng factors of toursm market development are examned. The combnaton of two factors, the toursm carryng capacty of the model s mproved. Therefore, when the model n ths paper s compared wth the tradtonal model, the model of ths paper drectly subdvdes the evaluaton ndex of toursm market. The development strategy and way of the market under dfferent modes are consdered. And the model n ths paper s more applcable, whch s manly because t has a certan relevance and hgher relablty, t s obvous due to the tradtonal method. Another advantage s that the model proposed n ths paper has the advantage of quanttatve evaluaton of ndcators, for example, the quanttatve analyss of varous parameters take use of a varety of ndcators for ntegrated processng to obtan the fnal quanttatve model, conductng accurate and complete analyss for the model, to make the model evaluaton desgned n ths paper have more scentfc and more accurate results. Through the detaled data n the table, t can be seen that the cultural toursm resources market potental evaluaton system desgned n ths paper can perform more comprehensve assessment, and the evaluaton results are reflected n the specfc value, whch can be observed drectly. Conventonal evaluaton means are lmted, and the tems that can be evaluated are not comprehensve enough to be observed drectly. 4. MODE OF TOURISM COOPERATION IN SILK ROAD TOURISM AREA 4.1.Toursm cooperaton model based on cooperaton subject The man role of the government n regonal toursm cooperaton s to buld a regonal toursm cooperaton platform. Through unfed plannng, unfed development and unfed marketng, the government plays a leadng role n the regonal toursm cooperaton from the macro perspectve. Through the form of Toursm Cooperaton Forum and Federaton, the regonal toursm cooperaton platform s establshed, and the regonal cooperaton organzaton wth comprehensve coordnaton ablty s establshed. In the process of toursm cooperaton, the nter regonal governments, toursm enterprses, toursm assocatons and ther relatonshps are nterwoven and complex, formng a huge network of relatons. The regonal toursm cooperaton plan should be mplemented n the mplementaton of government departments, and the relevant departments to supervse the mplementaton of specfc enterprses, so that toursm enterprses are the ultmate performer of regonal toursm cooperaton plan. In addton, the ncome of regonal toursm cooperaton also depends on the toursm enterprses to acheve, the toursm enterprses sell products or servces to obtan nterest ncome, etc., become the man player of the fnal nterests of regonal toursm cooperaton. At the same tme, toursm enterprses provde toursm products and servces for toursts, such as food, shelter, travel, travel, shoppng and entertanment, and also play the man role of producers and supplers of toursm products and servces The "Slk Road" culture s the soul and essence of the Slk Road toursm, resdents along the Slk Road toursm destnaton s an mportant cultural nhertance and carryng the Slk Road; project Slk Road toursm cooperaton also need to depend on the toursm destnaton for resdents, and destnaton resdents through the actvtes of the regonal toursm cooperaton development, mprove the toursm ndustry chan, can to obtan more employment opportuntes, so as to mprove the lvng envronment, s the shared nterests of regonal 260

7 toursm cooperaton; tourst destnaton resdents atttudes and behavors drectly affect the satsfacton of tourst experence. Regonal toursm cooperaton s the result of the partcpaton and functon of the government, toursm enterprses, ndustry assocatons, destnaton resdents and toursts. Accordng to the prncple of economcs and the laws of the market, toursm enterprses should be the frst subject of regonal toursm cooperaton, and the characterstcs of enterprses pursue the maxmzaton of ther own nterests often result n regonal toursm cooperaton s the ntatve from the overall nterests of the regon of decson-makng; based on the actual stuaton n our country and toursm development, snce the reform and openng up, especally after enterng the 21 century, the runnng track of the regonal toursm cooperaton n Chna shows that the government s the backbone to promote regonal toursm cooperaton smoothly. The functon and functon of the government determne that t can start from the overall nterests of the regon, so the government has been playng the frst part of the regonal toursm cooperaton for a long tme. The Slk Road toursm cooperaton based on resources, culture as the core, the Slk Road Slk Road toursm culture carres the essence and soul, along the Slk Road, many ethnc mnortes gathered the folk culture and folk customs, one of the most attractve tourst resources. Under the organzaton of the government and toursm enterprses, the local resdents should actvely partcpate n the regonal toursm cooperaton as the nhertors and bearers of the natonal culture. Accordng to the regonal cultural characterstcs, the resdents n the regon can partcpate n the cultural forms such as lve performance, scenc servce and so on, formng a dstnctve cultural exhbton form along the Slk Road Toursm cooperaton model based on spatal structure The spatal structure of regonal toursm cooperaton mode s the reflecton of toursm actvtes n the geographcal space, refers to the spatal agglomeraton pattern and nters regonal cooperaton n the formaton of varous elements n spatal extent, embodes the state space toursm actvtes. The Slk Road toursm area s rch n resources and hgh taste, has a certan area of the cty the scale and level, but the Slk Road toursm area n economc development, consumpton ablty and the level of toursm development s relatvely backward, the development of space network model s relatvely dffcult. From the spatal structure, a zonal dstrbuton along the Slk Road toursm resources, the formaton of the spatal pattern of thngs extenson, radaton north and South ", resource dstrbuton and transportaton condtons determne the tourst area of the Slk Road wth the development of the" pont axs "mode of cooperaton advantage. After years of development, at present, the tourst area of the Slk Road n the scenc area and has formed a more comprehensve facltes of the Slk Road tourst routes, tourst routes and specal radaton north-south, very local characterstcs, and the Slk Road toursm s hghly concentrated n Luoyang, Zhengzhou, along the X'an, Lanzhou, Urumq, Dunhuang, Xnng, Ynchuan other key cty, the key cty formed the Slk Road toursm cooperaton development "pont - axs" spatal pattern of the growth pole, the basc form of "pont - axs" spatal cooperatve development pattern. In the regonal toursm cooperaton, n order to focus on urban and transportaton cooperaton forms such as the man axs along the Longha Lanxn cty toursm drector assocaton also fully shows the pattern of toursm cooperaton Slk Road pole-axs. In the current stage, the toursm cooperaton level of the Slk Road toursm area s stll a bg gap compared wth the developed areas, and the space cooperaton mode s stll manly "pont axs" cooperatve development, and needs to be constantly strengthened. Frst of all, connectng all the tourst center cty along the Slk Road and the mportant toursm resources, secondly, the axs extenson area s n the regon s rch n toursm resources toursm and toursm economc relatvely developed regons, ths area has the Slk Road toursm center cty and toursm resources s a natural advantage through the development and Implementaton of the axs, s conducve to regonal toursm cooperaton. 5. CONCLUSION Based on the Slk Road toursm resources and takng the Slk Road culture as the core, ths paper analyzes and constructs the toursm cooperaton model of the Slk Road from the macro perspectve. Through the analyss of the elements of the toursm cooperaton that Slk Road toursm resource advantage, but the development level of toursm economy s relatvely low and the obvous spatal dfference; government gudance and enterprses to partcpate n the cooperaton s not enough, the subject needs further dversfcaton; the tourst center cty development level s low, wth the dynamc role of radaton s not strong, the spatal structure needs further ntegraton; nfrastructure uneven n qualty the toursm ndustry chan, not fully formed, the need to further optmze the envronment for cooperaton. Acknowledgements Ths word s supported by (1) X'an Socal Scence Fund Project: Research on the Development of Cultural Toursm Resources n Slk Road Economc Belt of X'an, (No.17W81); (2) Shaanx Socal Scence and Art Project: A Study on the Applcaton of Folk Musc Resources n Shaanx Provnce-A Case 261

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