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!