A paper on folk tourism

SWOT Analysis of Folk Culture Tourism in Nanning

Author Sabrina

As the most distinctive culture in this region, folk culture is an important part of tourism culture. Developing regional folk culture tourism and creating excellent folk culture will certainly promote the development of tourism. This paper analyzes the strengths, weaknesses, opportunities and threats of developing folk culture tourism in Nanning by SWOT analysis (strength-weakness-opportunity-challenge analysis), so as to understand the development status of folk culture tourism in Nanning and the significance of developing folk culture tourism in expanding Nanning tourism.

Keywords Nanning; Folk culture; Tourism development; Situation analysis

In recent years, with the development of tourism in China and the re-recognition and attention to the traditional folk culture of China, tourism has ushered in a new growth point-folk culture tourism. The so-called folklore refers to the unique and widely popular hobbies, fashions, traditions and taboos of people in a minority area in literature and art, language, beliefs, clothing, food, housing, entertainment, festivals, marriage, birth and funeral, transportation and production. Folk culture tourism refers to tourism activities whose main purpose is to watch, understand, appreciate and participate in local customs. As an intangible cultural resource, the value of folk customs in modern tourism is increasingly apparent, and folk cultural tourism has become one of the most attractive tourism projects.

In 2003, Guangxi made a development plan to become an advanced tourism province, and five counties of Hengxian, Shanglin, Mashan, Long 'an and Binyang were placed under Nanning. Nanning has also put forward the strategic goal of "building Nanning into a regional international tourism center city with strong national characteristics, southern gardening and facing Southeast Asia". As the most distinctive culture in this region, folk culture is an important part of tourism culture. Developing regional folk culture tourism and creating excellent folk culture will certainly promote the development of tourism. Therefore, it is necessary to strengthen the understanding and analysis of folk tourism resources in Nanning and accelerate the productization of folk tourism to meet the needs of the times.

1 Advantages of tourism development (s)

1. 1 Nanning's location advantages

Nanning, the capital of Guangxi Zhuang Autonomous Region, is located at the junction of South China, Southwest China and Southeast Asia economic circles in China. It is an important economic center along the Beibu Gulf and has unique geographical and geographical advantages. Nanning has the characteristics of "being close to both sides". "Two proximity": First, offshore, 204 kilometers away from Qinzhou Port, Fangchenggang Port, Beihai Port and other ports; Second, it is close to the border, not more than 230 kilometers away from dongxing city and Pingxiang on the Sino-Vietnamese border. "Two sides": First, the railways along Gui Xiang, Guizhou, Li Zhan and Nankun meet in Nanning, which is an important railway hub in southwest China; Second, along the Yangtze River, the Yongjiang River is a tributary of the Xijiang River, which is the main stream of the Pearl River. After the completion of the second phase of Xijiang River Regulation Project, 1000-ton inland river vessels can travel directly from Nanning to Hong Kong and Macao. Accordingly, Nanning has become an important core node of Guangxi tourism network system, the center of tourism in southern Guangxi and an important land hub between China and ASEAN. Objectively, it has the function of connecting north and south and radiating east and west.

1.2 Resource advantages

Nanning has rich and unique folk tourism resources. For example, in Beiqiu of Dingsi Mountain in 1997, more than 1000 articles of daily use and production tools used by prehistoric people were unearthed, including stone tools, bone implements, mussels and bones of aquatic animals, cattle, deer, elephants and other animals abandoned by human beings at that time. Stone poles and pole buildings symbolizing human civilization, as well as strange burial customs of bending posture were found in Dingsi Mountain.

Daming Mountain area in Shanglin is rich in dragon mother cultural resources, with unique Zhuang cultural customs. Binyang's Paolong Festival, Mashan's three-part Zhuang folk song and Wuming's March 3rd Song Festival are all unique folk tourism resources in Nanning. Moreover, based on the "March 3rd" Song Festival of Zhuang nationality, the Nanning Folk Song Art Festival, which aims at creating new folk songs, promoting national culture and expanding cultural exchanges between China and foreign countries, has become a city brand in Nanning after several years of development. The ancient town of Yangmei, which was founded in the Song Dynasty, has a history of thousands of years. Nanning is the most complete place to preserve ancient buildings in Ming and Qing dynasties, with more than 200 existing places. Huang's former residence is one of the most intact ancient buildings in the Qing Dynasty in Nanning, from which we can see the characteristics of the buildings in the Qing Dynasty and have high cultural landscape value.

1.3 market advantage

With the improvement of Nanning's external traffic conditions, the rise of domestic tourism boom and the expanding influence of China-ASEAN Expo, more and more tourists choose to travel to Nanning and experience different cultures. Nanning, as the distribution center of Guangxi tourism and transnational tourism in Southeast Asia, has gradually emerged, and the tourism market targeting business, exhibitions and shopping has been expanding. In 2006, Nanning received 654.38+million inbound tourists and domestic tourists180,000, and the total tourism revenue exceeded Guangxi10 billion. It can be seen from the steady growth of tourists in Nanning that the development of folk tourism in Nanning has a broad market and tourist base.

2 disadvantages of tourism development (W)

2. 1 Lack of tourism products.

Nanning's tourism resources have no world-famous world cultural heritage. Although there are many tourist products, there is a lack of high-grade tourist products, and there is no stable tourist hotline from the urban area to the surrounding areas. Only Qingxiu Mountain and Zoo in the urban area, Yiling Rock in the suburbs and Detian Waterfall around have stable tourists, but a large number of scenic spots are far from reaching their tourist threshold. As far as the tourist attractions experiencing folk customs are concerned, the level of scenic spots and scenic spots is low, the scale is small, the cultural connotation of scenic spots has not been fully explored, and the tourism resources lack cultural connotation, outstanding resource advantages and distinctive personality characteristics. For a long time, the investment in tourism construction in Nanning is insufficient, the investment in scenic spots is low, the construction of supporting facilities is lagging behind, and there is a lack of fine scenic spots, which seriously affects the growth potential of tourism in Nanning. The slow growth of Nanning's inbound tourism market in recent two years is the performance of this influence.

2.2 The overall development level is low

At present, Nanning's tourism resources are lack of in-depth development, especially the utilization of tourism resources is superficial, conformity and lack of unique cultural heritage. Tourism is an industry that wins by its characteristics. According to the investigation of tourism resources, Nanning has many unique cultural tourism resources, such as Zhuang customs, Beiqiu in Dingsi Mountain, Daming Mountain and Yangmei Ancient Town. However, these tourism resources, which reflect Nanning's history, culture and folk customs, have not been effectively developed so far. The development of folk tourist attractions in Nanning is mostly in a natural state, limited to the original material carrier, and because of the single product, small tourism space capacity, less tourism activities and short stay time for tourists. Many tourism products are one-day tours or half-day tours, and there are few participatory activities. The lack of participation undoubtedly makes the attraction of folk culture tourism products greatly reduced.

Dingsishan Beiqiu, the only state-level cultural relics protection unit in Nanning, is comparable to Xi 'an Banpo Ruins Museum and Hemudu Culture Museum in the lower reaches of the Yangtze River in its connotation, significance and scientific value. It is of great significance to establish cultural tourist spots around the shell dike of Dingsi Mountain to enhance the historical and cultural taste of Nanning, build a cultural Nanning and promote the development of cultural tourism in Nanning. However, the overall planning of site protection has not yet been issued, which has affected the in-depth development of this tourist attraction.

Another example is Zhongshan Road near the Bund in Nanning New Town. It is the most complete, largest and most dynamic old street in China, with many ancient buildings in the late Qing Dynasty and the Republic of China. Everyone who comes to Nanning wants to taste Nanning cuisine, and the first choice is Zhongshan Road. Zhongshan Road, named 8 1 year, is a food night market street with historical heritage, which is not only known by Nanning people, but also famous in the whole region and even the whole country. At present, Zhongshan Road Night Market is still booming, but it is plagued by aging arcades, complicated wiring and worrying food hygiene.

2.3 Some tourism resources cannot be developed.

The development of folk cultural tourism in Nanning should not only reflect the national characteristics of Zhuang villages and towns, but also pay attention to the historical and cultural development process of Nanning city and highlight the cultural heritage of the city. In the course of historical development, Nanning has preserved many ancient buildings, important historical sites in modern times and former residences of celebrities. For example, the former site of Nanning Committee of the Communist Youth League (formerly the ancestral hall of Ma Shengzhi, the main commander of Youjiang Town in Qing Dynasty), the former site of the Second Congress of Guangxi Province, the former residence of Lei Peihong, the former residence of Liang Lieya, the Confucius Temple, the ancient dike for flood control in Yongjiang River, Xinhui Academy, Yuedong Guild Hall and Anhui Guild Hall. They are non-renewable cultural resources in Nanning, and they are also potential advantages and highlights of the city. However, as tourism resources, they are scattered in the streets of Nanning, and the scale is not large. Judging from the feasibility of tourism development of folk resources, its ornamental, entertaining and participation are not sufficient. Their sporadic distribution makes them relatively isolated from each other, so it is difficult to develop influential and competitive high-grade tourism route products, and the integration and promotion of tourism resources and products is not enough.

3 Tourism development opportunities (O)

3. 1 Formation of tourism social climate

With the rapid development of tourism, it has penetrated into industry, agriculture, transportation, commercial catering, municipal infrastructure and other aspects. The direction of big tourism, big market and big industry has basically taken shape. With the improvement of people's living standards, tourism has entered a new stage of popular consumption. Tourism has developed from social fashion to social life, and the proportion of tourism expenditure in public consumption expenditure is also increasing. Tourism has become one of the important lifestyles of Chinese residents. With the rapid development of international folk cultural tourism and domestic minority cultural tourism, the living standards of residents are constantly improving and holidays are increasing. People's desire and demand for traveling, experiencing different cultures and relaxing are getting stronger and stronger. All these will provide opportunities for the further development of folk tourism in Nanning.

3.2 the importance of policy

In recent years, Nanning Municipal Party Committee and Municipal Government have stepped up efforts to develop tourism. In order to ensure the accelerated development of Nanning's tourism industry during the 11th Five-Year Plan period, the Nanning Municipal Party Committee and Municipal Government successively issued three supporting documents, namely, Decision on Accelerating Nanning's Tourism Development, Implementation Plan for Accelerating Nanning's Tourism Development, and Several Provisions on Accelerating Nanning's Tourism Development, which provided support from the aspects of people, finance, materials and policies, optimized the development environment, developed large-scale tourism, and built Nanning into a strong tourist city.

In order to highlight the three major tourism themes of "Zhuangxiang Capital, Greentown Ecology and Exhibition Business", and strive to build tourist attractions and scenic spots based on tourist attractions, and form competitive fist tourism products, the Nanning Municipal Government proposed to deeply develop Zhuangxiang cultural tourism products, focusing on the development and construction of ethnic cultural tourism products represented by Guangxi National Museum, Guangxi Minority Ecological Museum, Liu Sanjie Theatre, Southeast Asia Food Street and Nanning International Folk Song Art Festival. , highlighting regional culture and

3.3 The continuous strengthening of regional economic cooperation

With the promotion of "one axis and two wings" regional cooperation strategy and the rapid development of China-ASEAN Free Trade Area, China-ASEAN Expo has been permanently settled in Nanning, and the Pan-Pearl River Delta regional economic cooperation framework has been gradually established, which provides a golden opportunity for Nanning's tourism industry to accelerate its development.

Especially since 2004, China-ASEAN Expo has been held in Nanning every autumn. China-ASEAN Expo is the achievement of China-ASEAN Free Trade Area promoted by China, a bridge connecting China and ASEAN countries, and a platform for economic, social and cultural exchanges between China and ASEAN countries. The China-ASEAN Expo not only promoted Nanning's popularity, but also promoted the development of regional tourism between Nanning and ASEAN. Among the top inbound tourists 10 in Nanning in 2005, four were ASEAN countries, and Vietnam ranked first. Nanning, as the venue of the annual China-ASEAN Expo, will play the role of the frontier city of China-ASEAN Free Trade Area, and has the conditions to become a regional international tourism base for ASEAN countries, southwest economic circle and south China economic circle.

4 the threat of tourism development (T)

4. 1 Tourism in neighboring provinces and cities is booming, which leads to the diversion of Nanning's tourist market.

After the establishment of tourism as a new economic growth point, various places have introduced tourism development plans to explore and build tourism products. The tourism industry in the surrounding provinces of Nanning is developing rapidly, and the competition for similar resources is fierce, which has dispersed the passenger flow to some extent.

As a new industry, tourism has a broad market and has long been regarded as an industry with small investment, low risk and quick results. However, because all localities are generally optimistic about the development of tourism, the enthusiasm for tourism development is high, which leads to intensified tourism competition, increased tourism investment risks and increased development costs. Although Nanning's tourism resources have their own characteristics and advantages, they are generally lacking in popularity, product scale and quality, and their competitiveness inside and outside the region is not very strong. For example, in recent years, Guilin in the province not only continues to play the trump card of "landscape is the best in the world", but also vigorously develops national folk tourism resources and deepens the cultural connotation of Guilin, which has formed a competitive situation for Nanning in the development of similar resource products. In addition, the tourism resources of Yunnan, Xishuangbanna, Shilin and Guizhou in Guangxi have formed the competition between provinces.

4.2 Lack of tourism talents

Tourism requires higher knowledge and literacy of employees. At present, employees in Nanning tourism industry, from tourism management departments to travel agencies, have serious hidden dangers such as insufficient number of professionals, uneven quality, and insufficient innovation awareness and ability. Developing folk cultural tourism in Nanning requires not only basic professional knowledge, but also a certain understanding of Guangxi's history and culture and Nanning's local historical and cultural customs. At present, the shortage of folk culture tourism talents in Nanning has greatly hindered the development of folk culture tourism in Nanning. On the other hand, the lack of strategic tourism planning and management personnel, especially tourism marketing experts, makes Nanning's tourism marketing, tourism route design and tourism service quality difficult to meet the market demand.

Through SWOT model analysis, we can draw the following conclusions: Nanning folk culture tourism has certain resource advantages in its development, mainly in the fact that the diversity and uniqueness of resources are well preserved, which can promote the development of Nanning tourism; The disadvantage mainly lies in how to deeply develop folk culture tourism resources and create tourism products. Opportunities include people's strong desire and demand for tourism, the government's great attention and guidance to tourism, and the opportunities brought by China-ASEAN Expo to Nanning tourism. The existing threats mainly come from the competition of similar tourism products inside and outside the province and the lack of tourism talents. Through comparative analysis, in the big environment, the advantages of Nanning folk culture tourism development outweigh the disadvantages, and the opportunities outweigh the competition. Developing folk culture tourism is a realistic choice for Nanning to develop tourism.

refer to

Zhong Jingwen. Introduction to folklore [M]. Shanghai: Shanghai Literature and Art Publishing House, 1998.

[2] Deng, Xue Qunhui, Zhao Bole. Folk tourism [M]. Kunming: Yunnan University Press, 1997.

[3] Nanning Statistical Yearbook 2006[G]. Nanning: Nanning Municipal Bureau of Statistics, September 2006.

Author's brief introduction Sabrina (1979-), female, Yao, from Rong 'an, Guangxi, with a master's degree in folklore, is a teacher in the management department of Guangxi Vocational and Technical College of Industry and Commerce. Her main research interests are folklore and tourism.