Post-Earthquake Tourism In Sichuan After Wenchuan Earthquake

List of contents

Abstract

Chapter 1 Introduction

1.1 Contextual Background

1.2 Research Rationale

Research aim and objectives

Aim

1.5 Objectives

Chapter 2 Literature review

2.1 Introduction

2.2The negative impact of earthquake on tourism

2.2.1 Damage to the hard environment of tourist attractions

2.2.1.1 Destruction to tourist infrastructures

2.2.1.2 Damage to tourist attractions

2.2.2 The negative effects of earthquakes on soft environment of tourist attractions

2.3 The tourism resources after earthquake

2.3.1 The forming of tourism resources after earthquake

2.3.2 Classification of tourism resources after earthquake

2.3.2.1 Earthquake remains

2.3.2.2 Earthquake memorials

2.3.3 The concept of post-earthquake tourism products

2.4 Development of tourism resources in earthquake areas

2.4.1 Location theory

2.4.2 Sustainable development theory

2.4.3 Tourism security

2.5 Relevant theories on tourist psychology

2.6 Theory of landscape ecology

2.7 Chapter summary

Chapter 3 Methodology

3.1 Introduction

3.2 Research methodology

3.3 Secondary research

3.4 Primary research

3.4.1 Use of questionnaires

3.4.1.1 Questionnaire design

3.4.1.2 Sampling

3.4.1.3 Questionnaires implementation

3.5 Research constraints and solutions

3.6 Chapter summary

Chapter 4 Findings

4.1 Introduction

4.2.1 Public reactions to Wenchuan earthquake and opinions on post-earthquake tourism in Sichuan

4.2.2Respondents genetic information

Secondary research findings

4.4 Chapter summary

Chapter 5 Discussion

5.1 Introduction

5.2 Effects of Wenchuan earthquake on tourism in Sichuan and the current condition of tourism in the province.

5.3 Development of post-earthquake tourism in Sichuan

5.3.1 Economic benefits of post-earthquake tourism to Sichuan

5.3.1.1 Job creation

5.3.1.2 Revenue and investments

5.3.2 Social benefit; Promotion of knowledge about earthquakes

5.4 Different consumers of post-earthquake tourism

5.4.1 Students

5.4. 2 Researchers

5.4.3 Other people

5.5 Consumer risk preference

5.6 Chapter summary

Chapter 6 Conclusion and recommendations

6.1 Conclusion

6.2 Recommendations

Reference

Appendix (Questionnaire)

Abstract

China’s Sichuan province is one of the major tourist destinations in China. The region has a wide range of tourism resources that draw both domestic and international visitors. Tourism contribution to the GDP of this region has remained high for centuries. However, the 2008 earthquake significantly wounded the tourism industry, damaging scenic sites, infrastructure and the image of the province as a tourist destination.

This study will evaluate the impact of the earthquake to the tourism industry in Sichuan and assess the feasibility of converting the catastrophe into an advantage through post-earthquake tourism.

Chapter 1: Introduction

1.1 Contextual Background

Sichuan is one of the 33 provinces of the People’s Republic of China. The main economic activities of the people of this region are farming and mining. Large production of rice has earned the province the name the ‘rice bowl of China.’ As of 2007 tourism accounted for 11.6% of the total GDP of this province (International business Wiki, 2011). The warm climate and numerous cultural and natural tourism resources in Sichuan make the province one of the most popular tourist destinations in the republic. The province has 5 world heritages, 21 top tourist cities of China, over 250 national scenic areas and over 197 A scenic areas. As a result, Chengdu, the capital city of Sichuan, and other cities in the region host large numbers of international and domestic tourists annually.

On 12th May 2008, a violent earthquake of Richter scale 8.0 occurred in Sichuan Province in China. The earthquake is also called the Wenchuan earthquake in reference to Wechuan County which was the epicenter of the earthquake. Official figures placed the death toll due to the catastrophe at 69,185 people with a further 374172 people suffering grave injuries. This catastrophe caused significant damage to infrastructure and tourism scenic points. Many residential and commercial buildings collapsed, several roads subsided and water, energy and communication systems were also severely damaged. The damage to infrastructure and scenic points hit hard on the tourism industry of this area. In the wake of the disaster, China National Tourism Administration (CNTA) released official communication barring tourists from visiting the province.

By 1st June 2008, this earthquake had caused direct economic loss of nearly 55 billion Yuan to the tourism industry. Loss of infrastructure in scenic spots accounted for about 33.73 billion Yuan while loss of accommodation facilities in the hotels, travel agencies and tourist towns was about 19.13 billion Yuan (Peng, 2008). In addition, economic losses suffered by private sectors and farmers involved in tourism distributed in the affected mountainous area and towns are beyond estimation.

The earthquake left certain rear tourist spots such as the Longmen Mountains Fault Area, remains of the Tangjiashan Barrier Lake and remains of the Qingchuan County. It is a pressing and realistic problem whether these remains can be utilized as post-earthquake tourism resources. There is need to develop and use this remains effectively to drive economic recovery and development of tourism of the disaster area.

1.2 Research Rationale

With the development of tourism in China, tourist activities have become more diversified. Cultural tourism, ecological tourism, leisure tourism and adventure tourism have been promoted comprehensively. The growing tourism industry has been able to satisfy the demand from numerous domestic and international tourism consumers correspondingly. Consequently, this sector has become a significant economic driver. The country has been ranked severally as one of the top five most visited countries in the world (Wen, 2012). As of 2009, Sichuan was ranked the seventh most visited province among the 33 provinces of the republic. Six of the key scenic sites in the province, Dujiangyan Dam, Mount Emei, the Jiuzhaigou Valley National Park, Leshan Giant Buddha, Qingcheng Mountain and the Bamboo Sea in southern Sichuan, have been ranked in the top 100 most visited sites in the country (Globaltimes.cn, 2011). However, the ranking has since fallen due to the effects of the earthquake. Under this background, the remains and related documents of the “5.12” earthquake can be developed as specific tourism resources. Due to regional monopoly of the earthquake remains resources on the aspects of geology and landform and their research values on the aspects of culture and scientific investigation, development of these resources will definitely speed up the recovery of the tourism sector as well as the economy of this region (Huan, 2004).

The author makes the following considerations when choosing to study the development of the post-earthquake tourism: first , the earthquake in Sichuan has left rich post-earthquake tourism resources, the development of which will generate great economic and social benefits; secondly, the development of post-earthquake tourism should highlight corresponding significant features of earthquake, which should be different from common tourism products both in form and meaning; thirdly, the development of post-earthquake tourism should not only satisfy the tourists’ requirement to contact the earthquake region closely and to watch the earthquake remains, but should also possess the functions to improve the tourists’ related knowledge of earthquake and realize the value of scientific investigation.

Development of post-earthquake tourism can drive economic recovery and development of tourism in the earthquake area of Sichuan (Huang, 2008). This would also benefit other related industries such as construction, transportation, catering and souvenir manufacturing and sales. As a result, many employment opportunities for local residents will emerge. The overall impact of such an endeavor would be promotion of speedy regional economic recovery and development of Sichuan province.

Intensified theoretic study on the development of post-earthquake tourism will directly guide the accurate development of post-earthquake tourism and provide a reference for development of tourism in other forms (Han, 2011). Post-earthquake tourism will introduce a new twist to the structure of tourism products in Sichuan thus satisfying the diversified requirements from the international and domestic tourists. However, development of post-earthquake tourism in Sichuan needs theoretic guidance. In this research, the author aims to explore the impact of earthquake on the tourism in Sichuan from theoretical and practical points of view in order to combine theory and practice to come up with a strategy to develop the post-earthquake tourism resources in Sichuan.

1.3 Research aim and objectives

1.3.1 Aim

This research aims to analyze the feasibility of development of post-earthquake tourism in Sichuan and how it would enhance economic and tourism recovery in the province.

1.3.2 Objectives

To conduct literature reviews of corresponding theories and previous studies;

To investigate the impact of the earthquake on tourists’ attitude towards Sichuan province and subsequent changes in consumption behaviour;

To find out the characteristics and opportunities of tourism development in Sichuan after the earthquake;

To recommend measures that should be taken to speed up the recovery of the tourism industry in Sichuan province.

Chapter 2 Literature review

2.1 Introduction

In this chapter, the corresponding theories, concepts and previous researches are reviewed to provide a theoretical understanding and carry out the research further. The chapter is composed of three distinct parts: the negative impact of Wenchuan earthquake on tourism in Sichuan, the theories of creation of post–quake tourism resources and the theories of development and utilization of post-tourism resources. The knowledge acquired from this section will be used to assess the feasibility of development of post-earthquake tourism resources left by the earthquake. It will also assist in drafting recommendations on how such development would stimulate the recovery of tourism in the province.

2.2 The negative impact of earthquake on tourism

As of 2009, tourism was a pillar industry in Sichuan contributing 10% to the GDP of the province. The province boasts of 5 world heritages, 21 top tourist cities of China, over 250 national scenic areas and over 197 A scenic areas (Yanrong, 2011). The province was undeniably one of the most popular tourist destinations evident from the large number domestic and international tourists that visited the area.

2.2.1 Damage to the hard environment of tourist attractions

2.2.1.1 Destruction to tourist infrastructures. In the tourism industry, transportation facilities include external and internal transportation facilities. As a result, damage caused by earthquakes to transportation facilities affects the transport between tourist destinations and the tourist markets as well as the internal traffic in the tourist destinations. The Wenchuan earthquake damaged tourist centers, hotels and restaurants thus making the tourist reception impossible (Ekiz, 2006). In the worst hit areas specifically around the epicenter, entire villages and cities were damaged. Several roads were destroyed by landslides thus paralyzing transportation. The creation of lakes due to blocked rivers posed a great danger to people traveling to the region (The Telegraph, 2012). Health facilities, sanitation, communication, water and power systems were also damaged severely in the entire quake region. Lack of these facilities makes living or visiting such a place hard. This made it almost impossible for tourists to travel tour or stay in most parts of the province.

2.2.1.2 Damage to tourist attractions. Earthquakes cause damage to the natural tourist resources in the form of mountain collapses, landslides, cracks and debris flow (Cui, 2011). The landslides may bury scenic sites and vegetation, block Rivers, damage dams and kill animals (Panagos, 2011). Cracks formed on the earth’s crust take away the hydrological landscape. Destruction of animal habitat causes biological degradation of the landscape. Earthquakes also damage manmade tourist attractions such as museums, historical buildings and monuments.

2.2.2 The negative effects of earthquakes on soft environment of tourist attractions

Earthquakes damage scenic spots in tourist attractions and affect transportation between the attractions to the outside world. With no access to the tourist attractions, activities in the tourist attractions cannot carry out and tourists choose to abort. In addition, earthquakes exert more influence on public consumption in terms of psychology than of the consumption behavior itself. People will shy from visiting disaster areas even after many after the catastrophe (Pope, 2011). The public shows great concern to earthquake information. With increasing psychological pressure, people are less willing to risk for a travels (Haoting, 2008). Most people that had previously made plans to travel to a catastrophe area cancel travelling plans in the wake of the disaster. Consequently, disaster areas end up losing current and potential tourists.

2.3 The tourism resources after earthquake

2.3.1 The forming of tourism resources after earthquake

Earthquake forms new tourism resources by damaging and restructuring other tourism resources. For example, the water-stone scenery of Jiuzhaigou Valley in Sichuan Province was damaged in the 5.12 earthquake, and secondary development was conducted on the previous basis to form new tourism resource (International Business Wiki, 2008) The Small Wild Goose Pagoda in Xi’an has a collapsed top due to multiple earthquakes; it has been through six earthquakes, three shatters and three recoveries, and now it’s a great post-earthquake tourism resource (China Internet Information Centre, 2012).

New tourism resources can also be formed during the earthquake (Goldkorn, 2008). For example, the Tangshan Earthquake almost razed Tangshan City to the ground. After the earthquake, people preserved certain damaged buildings to form tourism resources.

Earthquake can present previously undiscovered tourism resources and form developable tourism resources. Even in this modern age there are some tourism resources which have not been recognized nor shared by people (Jose’, 2005)

. Others have been discovered yet remain undeveloped and unutilized due to current economic and technical power. All such resources are referred to as potential tourism resources. An earthquake makes the development of such resources possible. For example, Longmen Mountains Fault Area, which is a rich tourism resource, was only discovered after Wenchuan Earthquake (Sun, 2008).

New tourism resources can also be formed during the reconstruction process after the earthquake. Due to grief caused by death after strong, people establish memorial places such as earthquake museums and inscriptions on tablets to preserve the memory of the dead (Huang, 2008). Such structures act as tourism attractions (Pezzullo, 2012).

2.3.2 Classification of tourism resources after earthquake

2.3.2.1 Earthquake remains. According to Donald (2007), earthquake remains refer to the natural sceneries of remains after damage caused by sudden destructive earthquake. Sceneries of earthquake remains are diversified depending on the structures that were damaged. Broadly these remains are categorized into construction remains, faulted mountain structure and river barriers. The remnant structures can be used for sightseeing (Michael Auslin, 2012). In addition to sightseeing, such structures can attract scientific tourists and scholars. The science education and research values of the tourism resources of earthquakes are reflected on various aspects such as the generation of earthquakes, the damage caused to the human beings, causes and prevention of earthquakes (Wen, 2012).

2.3.2.2 Earthquake memorials. Earthquake memorials are tourism resources derived from earthquake remains. Earthquake memorials refer to cultural tablet inscriptions, stone inscriptions, memorial constructions and exhibits preserved to record and memorize the earthquake (Laws, 2007). Memorials also include exhibition, such as earthquake memorial activity, earthquake monuments and earthquake museum (Bennet, 2012).Memorial tourism resources of earthquake memorials also include tourism activities developed with the theme of earthquakes (Han, 2011). Such include camping activities and restaurants with earthquake as the theme have great memorial significance.

As tourism resources, earthquake memorials are cultural sceneries having characteristics of historical relics and more significant historical research values. Though, most have sympatry with the quakes that formed them, they can be shaped manually to incorporate the culture of the time. As a result, historians as well as scientists conducting geosciences investigations frequent places with earthquake memorials. (Globaltimes.cn, 2011)

When natural hazards do occur, they present an opportunity to gather data to support computational modeling of hazards through post disaster surveys. Real events allow us to validate and refine our models. For example, if the impact from a simulated event is aligned with the real impact, we know our model parameters are working well. If they are not, we can look at how we can more closely model true impact. This allows us to improve our models and advice.

2.3.3 The concept of post-earthquake tourism products

Earthquake is a form of crustal movement, which causes damage to the manual constructions and the natural landform through various seismic waves (Fryer, 2012). In the process, various remains and relics are formed. A large quantity of data is stored afterwards as records of earthquake activities. This relics and records can be used as post-earthquake tourism products, which will give the tourists a unique experience. According to Shu (2012), post-earthquake tourism products are put into the tourism market through development of related remains and relics in accordance with the principles and means of tourism. Proper development makes it easy for tourists to understand information related to the region, the earthquake and improve the capability to defend themselves in the event of such a catastrophe.

2.4 Development of tourism resources in earthquake areas

2.4.1 Location theory

Location theory, dating back to Europe in the 19th century, is a theory concerning the spatial distribution for human activities and optimization of spatial organizations. The theory states that labor costs, transport costs and agglomeration economies are the three main factors that influence industrial location (Rodrigue, 2012). Deciding the location of a business requires optimal consideration of these factors.

Development of tourism resources in its essence is the layout and configuration process of tourism business and its various sectors within a limited area. As one of the guiding theories concerning tourism development, location theory plays a pivotal role in guiding the location choice of tourism resources development, the layout of attractions, reasonable configuration of tourism resources and the arrangement of tourist communications (Sharma, 2004). The phenomenon of earthquake is regional. Therefore, researches on the location condition are crucial in the tourism resources development in earthquake affected areas.

2.4.2 Sustainable development theory

The 1987 research report of the World Committee on Environment and Development proposed the sustainable development pattern and defined the concept as the ability to meet the needs of the current generation and the offspring. The core of the theory is the co-evolution of humanity and the nature as well as the harmonious development among people (Sharpley & Telfer, 2002). Tourism, initially considered as the “smokeless industry”, proved not to be so after years of development and practices. The fact that tourism can boost regional economic growth makes tourism development the focus of economic development (Cortes, 2006). Gradually, the desire for quick success leads to too much emphasis on development and the neglect of environmental protection. Tourist attractions thus lose their distinctive features and serious environmental crisis comes into being, which brings severe harm to tourism development (Sharpley &Telfer, 2002).

To create sustainable post-earthquake tourism it is important to consider present and future implications. Earthquake-affected areas need to maintain the sustainability of tourism development under the influence of earthquake disasters (Giaoutzi, 1993). Thus, the sustainable development theory should guide tourism resources development and planning in earthquake-affected areas. This will improve coordination of tourism activities and the ecological environment and hence achieve sustainable tourism development (Mander, 2006).

2.4.3 Tourism security

Tourism has become the one of the largest industries worldwide (Cortes, 2006). However, security challenges in tourism, aroused concern in 1970s and 1980s.The Tourism Bill of Rights and Tourist Guidelines formulated by the World Tourism Organization. On 17th September 1985, explicated relevant rights and obligations of tourists and tourist attractions (Mansfeld & Pizam, 2006). According to Jamal & Robinson (2009), tourism security is the manifestation of all security concerns in all tourist activities. It covers both the safety thoughts and awareness of people involved in tourist activities and specific security events or security accidents in tourism links. Security is particularly important in tourism resources development of earthquake-affected areas; tourist security in travelling links, the security of community residents as well as ecological, economic, social and cultural safety of tourist attractions (Wen, 2012). In this connection, the exploration on security problems in tourism resources development should continue.

2.4.4 Relevant theories on tourist psychology

Tourist psychology, a branch of applied psychology, is a new discipline that applies research outcomes and general theories of psychology into tourist researches (Kuo, 2008). Tourist psychology studies mental activities and corresponding tourist behaviors, tourist services psychology, tourist business management psychology, and studies on individual psychology from the perspective of tourist perception, tourist motivation, tourist preference and satisfaction (Ang, 2000). Research outcomes enlighten tourism resources development and planning. Such include, preference rules for travelling of different personalities being grouped by different emotions in traveling activities (Pearce & Stringer, 1991). In addition, since the tourism development of earthquake-affected areas is newly started, the mentality of residents in tourist attractions has a direct influence on the time, manner and content of tourism resources development and planning (Uysal, 1994).

According to Ang (2000), consumer confidence decreases and consumers cut their spending in the context of economic crisis. Consumers tend to value the functions and durability of products as they deter to purchase expensive goods. Some of them even turn to low-price or local brands. They attach importance to product costs and reliable information rather than product advertisements according to their imagination. According to Zurawickib & Braidot (2005), consumers have decreased general consumption budget. For most consumers, tourism consumption is not the basic necessities of life. In case of major social or environmental crisis, potential travelers will show different consumption behaviors from ordinary conditions.

In case of unusual emergencies such as earthquakes, financial crises and sudden public incidents, consumers adjust consumption behaviors according to their perception to external environment (Ang, 2000). Decision-making activities include both positive consumption behaviors and negative behaviors such as consumption cancelling and deferring. For example, the Asian financial crisis happened in 1998 was aggravated when consumers reduced their spending due to pessimistic expectation to the economy. When SARS broke out in the year 2003, a large number of tourists cancelled their tours to China, which led to an economic detriment of over 100 billion Yuan. In this regard, introduction of new products in tourism industry, specifically post-tourism resources would require a stimulus to guide and influence consumer behaviors (Sun, 2008). Ignorance to the problems will result in poor performance of the product.

Tragedies influence tourist behaviors when they are highly sensitive (Kuo, 2008). Therefore, the Government should formulate relevant policies before the crisis happen and take measures to confront different kinds of diseases according to the severity of risks.

Wang (2009) compared the effect on tourism caused by crises that occurred in Taiwan and the other places in the world from 1996 to 2006, including terrorism, economic crisis, natural disasters and diseases. The analysis showed that elements concerning tourist security and health have significant influence on tourist needs, hence have more psychological impact. Wang (2009) further suggests that some emergencies inspire new tourist needs. For example, under a severe economic crisis some optimistic tourists may increase expenditure. Earthquakes cause enormous damage to attractions and impact negatively on tourists’ perception of the safety of attractions. This makes tourists abort travel and tours arrangements. However, new after-earthquake landscapes attract new tourists who visit the place out of interests or to conduct research.

Rittichainuwat & Chakarborty (2009) study the perceptual risks of tourists in the context of terrorism and diseases. The findings show that tourists will not cancel their plans in unconventional emergencies; instead, they travel to places with relatively lower perceptual risks. Tourists make travel decisions based on their perceptual self-control ability to the external environment. Moreover, tourists with different travel experiences differ in the risk perception ability. Tourists’ choice on destinations relates to the economic development of the destinations. Researches on tourist behaviors, particularly in unconventional emergencies after the crisis, will help to understand and master the consumption features of tourists and provide references for the development policies of tourist cities.

Psychological factors affecting tourist behaviors are complex and dynamic. Schein (2009) puts forward the ripple effect of risk transmission when studying risk cognition. He believes that the profundity and span of the ripple hinge depend on the property of the risk itself, such as the degree, pattern and nature of the damage, and also the public’s knowledge and perception on the information in the ripple process. According to the theory, psychological factors that affect tourists’ decisions under risk perception include the perceived value, perceived risk and influences of social responsibility, psychological image of the destination, crisis communication and information quality. All of them exert direct influence on tourists.

2.4.5 Theory of landscape ecology

Landscape ecology is the analysis of the relationship between the nature and the ecological complexes in a regional unit (Troll, 1939). Landscape ecology abstracts landscape spatial structure into three basic units: patch, corridor and matrix. Some scholars add a new element “edge”. This structure is universally applicable to various landscapes, including the tourism landscape. Patch is composed by the landscape and its surroundings; corridor refers to the transportation means between tourist attractions and tourist generating regions as well as the tie lines of corridor and patch within the tourist destination. For tourist attractions, matrix is the geographical types and humanistic features of the tourist attractions. Edge is defined as the external environment of tourist attractions. The main principles of landscape ecology can be summarized into structural principles, functional principles and time principles. The influence of earthquakes to tourism resources should be considered in its development in earthquake-affected areas and theories on landscape ecology should be rationally applied into the development.

2.5 Chapter summary

In this chapter, the author reviews the corresponding theories and frameworks on post-earthquake tourism, including the negative impact of earthquake on tourism, the theories of tourism resources after earthquake and the theories of development of tourism resources in earthquake area. These theories will define the direction of the research including drafting of research questions for primary data collection.

Chapter 3 Methodology

3.1 Introduction In this research, the author aims to conduct the research to address the following questions: how did the Wenchuan earthquake affect tourism in Sichuan? What is the current status of tourism in Sichuan? What should be done to revive tourism in the province? Answers to these questions were sought from tourists. The views of the respondents, who can be considered as the clients in this case, will enable the author to make recommendations that are geared towards achieving tourist satisfaction and changing the negative perspective acquired after the disaster.

This research will use citizens in China as the primary subjects. The author believes that they will comprise of an effective sample since close to 50% of tourist who