GROW WITH MT. HUANGSHAN OBSERVATORY Mt.Huangshan Scenic Area Administrative Committee(HSAC) Jingming CHENG Nov.11 2021 UNWTO Mt. Huangshan Observatory on Sustainable Tourism Development
GROW WITH MT. HUANGSHAN OBSERVATORY
Mt.Huangshan Scenic Area Administrative Committee(HSAC)
Jingming CHENG Nov.11 2021
UNWTO Mt. Huangshan Observatory on Sustainable Tourism Development
About US
I n t e r n a t i o n a l C o n f e r e n c e o n To u r i s m M a n a g e m e n t a n d
Susta inable Development in Her i tage Si tes ( jo in t l y he ld by
UNW TO, UNESCO, the former Nat ional Tour i sm Admini s t rat ion
and Anhui Provinc ia l Government ) was held in Huangshan Ci ty.
At the conference , Mt . Huangshan Obser vator y on Susta inab le
Tour i sm Deve lopment a t a Wor ld Her i tage S i te was awarded .
HSAC is responsib le for the dai ly af fa i r s . Later, HSAC has set
u p t h e S u s t a i n a b l e D e s t i n a t i o n R e s e a r c h a n d
C o m m u n i c a t i o n C e n t e r ( S D R C C ) t o e n s u r e t h e s t a f f a n d
expendi ture for the moni tor ing .
2008
A c c o r d i n g t o U N W T O ’ s s u g g e s t i o n , M t . H u a n g s h a n
A d m i n i s t r a t i v e C o m m i t t e e ( H S A C ) s i g n e d t h e c o o p e r a t i v e
a g r e e m e n t w i t h S u n Ya t - S e n U n i v e r s i t y, t o c o m m o n l y b u i l d
H u a n g s h a n S t a t i o n o f U N W T O S u s t a i n a b l e T o u r i s m
O b s e r v a t o r i e s ( H S A C p r o v i d e s S u n Ya t - S e n U n i v e r s i t y w i t h
200 ,000 RMB and the re levan t moni to r ing cond i t ions each year ) .2011
Our Intention (Why to do)
Intention 1. Serve for the strategic decision-making
01
How to clarify the objective
Balance the inter- and intra-generation
equity, coordinate the relationship
between the resource environment
and the social economic development,
how to find the dynamic balance
among environment, society and
management performance
02
How to deal with problems
How to deal with the problem on
the natural resource conservation
and the ecological environment
management objective, how to
respond with the cultural conflict
and the social transition
Intention 2. Improve the capacity building
With the requirements of the
modern governance system
and capaci ty bui ld ing
proposed by Chinese
government, HSAC need
var ious plat forms to raise the
staff’s sustainable
consciousness.
By training to improve professional
personnel’s sustainable working capacity
By par t ic ipating in the project,give them chance
to enter the international sustainable f ie ld
Intention 3. Join in the international system
Joining in the international system,
we could analyze the relevant
statistics and apply the relevant
conclusions from the global aspect,
then get the more broad theoretical
perspective and the more obvious
practice effect.
“ In 2008, the International Conference on Tourism Management and
Sustainable Development in Heritage Sites, UNWTO Secretary-general
pointed out, the heritage sites have been the key cultural and tourism
destination. The cultural tourism would grow most rapidly. With the
increase of the tourist number, the economy benefit and the enormous
pressure to the heritage sites would come together. Only the positive
cooperation within the industry globally, could help to find the approach to
the tourist disorder and out-of-control in heritage sites, and realize the
comprehensive target of the scientific protection, the systematic
management and the sustainable development in heritage sites.”
Intention 4. Display the image of responsibility
As not only the world mixed heritage
site, but also the cradleland for
reforming of tourism, Mt. Huangshan
explores the sustainable
development method, which is our
responsibility and has the reference
significance for the peer.
“In 2008, the International Conference on Tourism Management and
Sustainable Development in Heritage Sites, Director of the former National
Tourism Administration pointed out,the world heritage sites in China bear
the oriental civilization and the magnificent landscapes, which are the
most important resource support in China’s tourism development. As the
outstanding representative, Mt. Huangshan – a world mixed heritage site,
the venue for the conference, insists on the sustainable development
mode to integrate the sustainable development, the cultural inheritance
and the environment protection together. The mode has been the model
for the world heritage sites in China to promote the harmony and unity of
the tourism management and the sustainable development.”
OUR PLAN (What Should the Observatory Do?)
PLAN 1. Make Clear the Purpose of Setting up the Observatory
Optimize social impact and
tourist experience
G u i d e l i n e s f o r E s t a b l i s h i n g M t . H u a n g s h a n O b s e r v a t o r y
Minimize environmental impact
and maximize economic output(By the UNWTO and UNESCO)
2008 2010
PLAN 2. Incorporate into the Overall Layout
✓ Formula te Dest ina t ion Susta inable St rategy
✓ Dest ina t ion Planning and Contro l
✓ Enhance Wel lbe ing of Host Communi t ies
✓ Improve Tour is t Sat is fac t ion
✓ Heal thy and Safety
✓ Susta in ing Cul ture Assets
✓ Guide on Tour is t Exper ience
✓ Protect ion of Valuable Natura l Assets
✓ Managing Scarce Natura l Resources
✓ Contro l l ing Impacts of Tour is t Act iv i t ies
✓ Designing Products and Services
✓ Communi ty Par t ic ipat ion in Tour ism
✓ Shar ing Tour ism Div idends
General Requirement
Tourism Economy
Social and Culture
Resource and Environment
I n d i c a t o r s o f S u s t a i n a b l e D e v e l o p m e n t f o r T o u r i s m D e s t i n a t i o n s :
A G u i d e b o o k ( 2 0 0 4 )
Mt.Huangshan : Focuse on Monitoring Resource and Environment Impact.
Guilin : Focuse on Monitoring Social and Cultural Impact.
Zhangjiajie : Focuse on Monitoring economic dividend impact generated by tourism development.
1 . Her i tage Va lue and Na t iona l Iden t i t y ;
2 . Huangshan Emera ld Va l l ey Commun i t y
Case ;
3 . Huangshan Brand Image Percep t ion ;
4 . Soc ia l Respons ib i l i t y and Brand
Awareness o f Sma l l and Med ium -S ized
En te rp r i ses ;
5 . Ana lys i s o f the Cur ren t S i tua t i on o f Tour
Guide ;
6 . Was te D isposa l Sys tem;
7 . Tour i s t Educa t ion Sys tem;
8 . Tour i s t s ' Spa t io tempora l Behav io r ;
9 . Percep t ion o f L i fe Qua l i t y o f Commun i ty
Res idents a round Huangshan ;
10 .B ig Da ta Ana lys is o f Tour i sm Emot ion ;
PLAN 3. Focus on Own Needs
11 .Ear thcheck and Sus ta inab le Deve lopment o f
Huangshan Moun ta in ;
12 .Trave l Cond i t i ons and Trave l Res t r i c t ions o f
commun i t y res iden ts a round Huangshan ;
13 . Cons t ruc t ion S ta tus o f Huangshan Eas t
Ga te ;
14 .The Prac t i ce o f Commun i ty Respons ib i l i t y
Behav io r o f Tour i sm Smal l Bus iness Opera to rs ;
15 .L i ve l ihood Cap i ta l o f Res iden ts in
Huangshan Bu f fe r Zone ;
16 .D is t r i bu t ion S ta tus and Improvement o f
Bi l lboards and Garbage Cans ;
17 .Huangshan Tour Gu ide In te rp re ta t i on and
Tour i s t Exper ience ;
18 .Res i l ience o f Tour i sm En te rp r i ses Under
COVID-19
Except the regular monitoring, at the beginning of each year, HSAC and Sun Yat sen University agree
on the annual additional special monitoring contents in combination with the last year's work report and
this year's work plan of Huangshan.
In the past 10 years, a total of 18 special monitoring items have been added:
PLAN 4. Attached Great Attention to Both Vertical
and Horizontal Connections
VERTICAL
Highlighted a variety of requirements of
Mt.Huangshan’s different competent
authorities over the two goals:
Resource and Environment Protection and
Economic and Social Development
A
HORIZONTALBalanced different demands of stakeholders
within the whole range of Mt.Huangshan
B
Ten Years of Exploration (What the Observatory has done)
1.Established the data system
⚫ 10 Years Monitoring Report
⚫ 600,000 Words
⚫ Entered into the UNWTO data system
⚫ Provided HSAC relevant decision-making
reference (including Five-Year Plan, Annual
Work Plan and Relevant Thematic Creation
Actions).
• " C u l t u ra l W o r l dv i e w a n d C u l t u ra l E xp e r i e n c e i n N a t u r a l t o u r i s m S i t e s " wa s
p u b l i s he d i n J o u r n a l o f H o s p i ta l i t y a n d To u r i sm M a n a g em en t i n 2 0 2 0 ;
• “ Un d e rs tan d i ng A e s t he t i c e xp e r i e nces i n n a t u re - b ased t o u r i sm: t h e
I m p o r t an t R o l e o f To u r i s t s ' L i t e r a r y A s s o c ia t i o ns ” wa s p u b l i s h ed i n J o u r n a l
o f D e s t i n a t i o n M a r k e t i n g a n d M a n a g e m ent i n 2 0 2 0 ;
• " T h e I m p a c t o f I n t e rne t o n D i s t r i bu t i on c h a n ne l s o f t o u r i s m d e s t i n a t i o ns - -
a c a s e s t u dy o f H u a n g s h an" wa s p u b l i s hed i n To u r i sm J o u r n a l i n 2 0 1 2 .
• “ E f f ec t i ve E n v i r o n m en t a l i n t e r p re t a t i o n a t C h i n e s e n a t u r a l a t t r ac t i ons : t h e
Ne e d f o r a n A e s t he t i c A p p r o ach ” wa s p u b l i shed i n J our na l o f S us t a inab le
To u r i sm i n 2 0 1 3 ;
• " T h e E f f e c t s o f To u r i s m I m p a c t s o n S a t i s f ac t i on w i t h To u r i s m b e t we e n
N a t i ve a n d n o n - na t i ve R e s i de n t s ” wa s p u b l i s h ed i n I n t e r na t i o na l J o u r n a l
o f To u r i s m R e s e a r ch i n 2 0 1 4 ;
• “ To u r i s t E xp e r i e n c e o f N a t u r e i n C o n t e mp ora ry C h i n a : A C u l t u ra l
Di ve r g e n ce A p p r o ach ” wa s p u b l i s hed i n J our na l o f Tour i sm a nd Cu l t u r a l
C h a n g e i n 2 0 1 5 ;
• “ S u s t a i na b i l i t y a n d N a t u re b a s ed m a s s To u r i s m : L e s s on s f r o m C h i n a ' s
A p p r o ac h t o t h e H u a n g s han S c e n i c P a r k ” p u b l i s he d i n J o u r n a l o f
S u s t a i na b l e To u r i sm i n 2 0 1 5 ;
2. Deepened theoretical research
10 Years
7 Reserch Papers
HSAC Led the d ra f t i ng o f t he na t i ona l c r i t e r i a o f Guide l ines
f o r S u s t a i n a b l e D e v e l o pm e n t o f T o u r i s t A t t r a c t i o n
(GB/T41011-2021) .
INCLUDE:
• S u s t a i n a b l e D e v e l o p m e n t o f To u r i s t A t t r a c t i o n s : Fo l l o w
t he p r i n c i p l e o f i n t e r - gene ra t i ona l and i n t ra - gene ra t i o na l
e q u i t y , d y n a m i c l l y b a l a n c e d i f f e r e n t s t a k e h o l d e r s ’l e g i t i m a t e d e m a n d s , t h e d e v e l o p m e n t m o d e l f o r t o u r i s t
a t t r a c t i o n s t o r e a l i z e t he max im i z a t i on on comp rehens i ve
b e n e f i t s o f t o u r i s m a s w e l l a s m i n i m i z i n g t h e n e g a t i v e
e f fe c t s ) ;
• T h e O v e r a l l P r i n c i p l e s : G o a l o r i e n t a t i o n , P r o b l e m
o r i en ta t i on and Resu l t s o r i e n ta t i on ) ;
• M a i n c o n t e n t s :R e s o u r c e a n d e n v i r o n m e n t p r o t e c t i o n
managemen t , e conom i c and so c i a l d e ve l opment p romot i on ,
t o u r e x p e r i e n c e a n d r e c e p t i o n s e r v i c e s , s u s t a i n a b l e
management and ope ra t i on ) , e t c .
3. Promoted policy innovation
4. Extensive mobilization and dissemination to stakeholders
6,700 questionnaires
Distributed questionnaires
to tourists, communities
and practitioners, etc.
Interview 70 stakeholders
About 10 from business departments of
HSAC, 10 from Huangshan Tourism
Group Company and its subsidiaries
and enterprises, 20 from Huangshan
Tourism Co., Ltd. and its subsidiaries
and enterprises, and neighboring
communities including 16 administrative
villages, 2 forest farms and their
competent departments -- Huangshan
District Government and 6 towns
Organize more than 10 education activities
Sun Yat-sen university assigned
altogether more than 120 personnels
o f P h D s , m a s t e r s a n d
undergraduates to tirelessly carry
out the education activities themed
"go into Mt.huangshan heritage site -
to renew tour ism susta inable
development", including small
lecture halls for hotel tourists, small
lecture halls for rural communities,
small lecture halls for community
schools)
Hold 5 public publicity activities
Explain to tourists and practitioners
what sustainable development of
tourism is and how to support
sustainable development of tourism
through posters, signatures, Q&A and
other ways in tourist distribution
center
Future plan (How to improve the observatory work)
1
2
3
4
D o a c l e a r
F i v e - y e a r p l a n
connect ing wi th the
Deve lopment P lan of
Mt .Huangshan 2021-
2025
D e t a i l
w o r k p r o c e d u r e s
Inc l ud i ng t he annua l
mon i t o r ing p l an consu l t a t i on
mechan i sm, t he annua l
mon i t o r ing r epo r t r ev i ew
mechan i sm, and t he sha r i ng
o f i n t e l l e c tua l r e su l t s
mechan i sms , e t c .
I m p r o v e t h e
o r g a n i z a t i o n a l s y s t e m • Cont inue to s t ra igh ten ou t the
work ing re la t i onsh ip be tween HSAC
and Sun Yat - sen Un ive rs i ty.
• C lar i fy a bus iness d i rec to r o f HSAC
to Jo in t l y se rve as the head o f
Obse rvato ry w i th a we l l - known
pro fessor o f Sun Yat - sen Un ive rs i ty,
and SDRCC Of f i ce i s re spons ib le fo r
the da i l y a f fa i r s o f the obse rvato ry
S t r e n g t h e n
i n f o r m a t i o n r e l e a s e• Repor t to d i f ferent leve l
of competent author i t ies
• Organ ize draf ts fo r
media
• Disc lose to the publ i c
FUTURE PLAN 1. Improve the mechanism
Strengthen the
self-construction
FUTURE PLAN 2. Strive for more resources
Expansion
of the Work
Platform
More Public
Resources
and External
Intellectual
Support
Such as : incorporating Mt.Huangshan Observatory into the
"Huangshan Dialogue" system——a high-end international
forum to be built by HSAC entrusted by Huangshan
Municipal Government, which will provide policy and
financial support
Integrating
scientific
research
forces
Currently, HSAC has implemented monitoring cooperation
with Tsinghua University over designated heritage
management, and Nanjing University for ecosystem
protection, despite monitoring sustainable tourism
development in cooperation with Sun Yat-sen University
FUTURE PLAN 3. Fully stimulate vitality
Expand the circle of friends externally and
strengthen cohesion internally. • Joined in 12 international organizations
• Established exchanges and cooperation systems with 10
foreign friendship parks
• Led the founding of China Mountain Tourism Alliance,
with 43 members of high-level tourist attractions from 23
provinces
the experience of the Mt.Huangshan Observatory should
be fully promoted
External activity is reflected in the information sharing among partnerships
Mt. Huangshan is not only a World Mixed Heritage Site, but
a World Biosphere Reserve and a Global Geopark. Generally,
the three brands have common requirements for protection,
management and development, but with different
perspectives and different focuses. Mt.Huangshan
Observatory should actively seek cooperation and support
from other professional departments
External vitality is reflected in the division and
coordination between designated brands
FUTURE PLAN 4. Expand publicity channels
01
C o o p e r a t e w i t h
c o m p e t e n t a u t h o r i t i e s
Cur ren t l y, i t ’s p laned to coopera te w i th the
M in i s t ry o f Cu l tu re and Tour i sm o f the Peop le ' s
Repub l i c o f Ch ina and the Depar tment o f Cu l tu re
and Tour i sm o f Anhu i P rov ince to p romote the
Gu ide l i nes fo r Sus ta inab le Deve lopment o f Tour i s t
Att rac t i ons (GB/T41011) in an a l l - round manner
and th rough mu l t i p l e channe l s
C o o p e r a t e w i t h
d i f f e r e n t m e d i a s
Cur ren t l y, i t ’s p laned to coopera te w i th CCTV to
inc lude Mt .Huangshan Obse rvato ry i n the
p romot iona l conten t o f "Wor ld Her i tage in Ch ina" ;
coopera te w i th X inhua News Agency to p romote
Mt.Huangshan th rough i t s bou t ique co lumn o f
"Eas t and Wes t Ques t i ons" ;
coopera te w i th Huangshan Da i l y and Huangshan
Magaz ine to pub l i sh spec ia l a r t i c l e s
THANK YOU!
WELCOME TO MT. HUANGSHAN!