Topics: Culture of China, Song Dynasty, Chinese New Year Pages: 8 (2496 words) Published: October 20, 2013
A. Introduction
The report will be focused on China’s cultural dimensions in tourism development. Religion, food, festivals, music and leisure activities are the 5 cultural elements that are going to be examined how to be used for itinerary planning and will be supported with real itineraries. It is then followed by evaluating how the itineraries meet the cultural expectations of different market segments. Last but not least, suggestions on how to communicate with the local people effectively will be made.

B. Background
China locates in Southeast Asia along the coastline of the Pacific Ocean. She is the world’s third largest country which total area stated as being 9.6 million km2 and its shape likes a rooster. China has more than 50 million years historical background which began with the emperor times “zhou’1. Based on the demographic status in China, there are total 56 ethnic groups. Near 92% of Chinese are Han2. Others like Hui3 and Miao4 are the minority ethnic groups in China.

C. Cultural elements
1. Religion
China is a multi-religion country since ancient time. Buddhism, Taoism, and Confucianism are the major religions in China. Religions have played an enormous role in shaping the mindset of Chinese that affecting their aesthetics, politics, literature, philosophy and medicine. Buddhism is the religion that most of the Chinese believe in. Theravada5 and Mahayana6 are the two major branches of Buddhism that generally recognized. The former one is widespread in Sri Lanka and Southeast Asia while the latter one is widespread in East Asia like China. It emphasizes human minds and the improvement and consciousness of moral. Tourism development and itinerary planning - Pilgrimage

Pilgrimage plays an important role in China’s tourism development. Believers will visit temples or other famous religious places or join religious events around the world to pay respect to their faith. There are many temples in China which can be attractions to them. Since religions like Buddhism are thriving in China, pilgrimage can help the tourism development by attracting pilgrims. Nowadays, some travel agencies have added some famous religious places to itineraries. You can see that religion helps the itinerary planning.

Travel product – Visiting “Longmen Grottoes”
Religion is used in itinerary 1 with visiting “Longmen Grottoes”. It is one of the examples of Chinese Buddhism arts. There are tens of thousands of status of Buddha and his disciples like Sakyamuni Buddha. Tourists may also visits the temples like Xiangshan temple and Bai Garden temple there. Target market – Pilgrims

This itinerary can meet the cultural expectations of pilgrims. “Longmen Grottoes” is one of the famous religious places for Buddhist. They can pay their respect to Buddha by making a pilgrimage. They can understand more about Buddhism and experience the solemnity and Chinese sculpture arts by visiting the place. Moreover, tourists can also enjoy a vegetarian meal in the temple. It is suitable for the pilgrims who are vegetarians. They can also experience Chinese religious eating culture through the meal. Therefore, it meets the cultural expectations of pilgrims. 2. Food

China is a multi-racial country with large domain, hence there are various types of cuisines. Generally, they can be divided into eight regional cuisines including Shandong cuisine, Sichuan cuisine, Guangdong cuisine, Fujian cuisine, Jiangsu cuisine, Zhejiang cuisine, Hunan cuisine and Anhui cuisine. Each cuisine has its own characteristics. Take the most famous cuisine - Guangdong cuisine as an example, its taste is crisp and fresh. Guangdong cuisine incorporates with almost all meats including pork, beef and chicken. Roasting, stir-frying, braising and steaming are its basic cooking methods. Steaming and stir-frying are more commonly applied to keep the natural flavor of the dishes among these methods.

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