Mass Tourism’s Impediment to Tourism Development

Mass Tourism’s Impediment to Tourism Development: A Case Paper on The Great Wall of China

Introduction

China is a global powerhouse that attracts debate on almost every front and realm, including tourism and its development. The Great Wall of China is a perfect example of mass tourism. The historical site welcomes more than 10 million tourists every year according to estimates by (Wang & Yang, 2021). The uniqueness of the destination, its historical significance, the construction methods, reasons for its existence, and its importance today make the Great Wall of China a self-marketing tourism destination. With this popularity, the destination displays mass tourism. In Goodwin (2017) definition, mass tourism is the movement of large groups of organized visitors to a popular destination for holiday, recreational, or learning purposes. Despite the Great Wall of China having little packaged products and reduced marketing, it attracts mass consumption. For a majority of destinations, mass tourism is caused by irresponsible marketing, yet the Great Wall of China is a self-marketing destination that must rise above over-tourism to improve tourism development. The aim of this essay is to propose ways to mitigate the situation.

Mass Tourism in China

In China, the tourist business is expanding, and with it, the expectations of customers are increasing as well. There have been a number of new products, routes, and modes of transportation introduced as a result of this trend. It is becoming clear that in the age of mass tourism, this industry is poised to become a new engine of economic development and a new source of growth for rising domestic demand. Although the world economy has experienced a slump and has faced restructuring issues, China’s tourist industry has maintained its growth rate. As a result, it is anticipated that mass tourism will become a substantial driver of consumption and structural growth in the future years. As a result of their vacation experiences, people’s confidence levels have increased, as has the overall quality of their travel, activities, schedules, and hotels, according to the Travel Industry Association. A consequence of this development is that tourism has grown into a vital component of everyday living in many regions of the world (Milano, Novelli, & Cheer, 2019). People have learned the capacity to differentiate between services as a consequence of their own personal interactions with a variety of tourism-related items.

Visitors from China nowadays choose customized excursions over package trips, and they are ready to invest money on an experience that will provide them with satisfaction for years to come. Due to fast social and economic growth, which has triggered adjustments in passengers’ perceptions and expectations, tailor-made and different travel choices have become increasingly popular. These days, they are placing an even greater emphasis on travel’s profundity, cultural meanings, as well as the psychological and physiological sensations that may be gained from it. Visitors, on the other hand, are delighted with the ability to plan their own excursions and are interested in viewing attractive sites that are in good condition and are available at a fair cost. Instead of simply a method of taking pictures and making purchases, travel has grown into a true leisure and enjoyment activity in the perspective of the Chinese people.

Causes and Effects of Mass Tourism to The Great Wall of China

The Great Wall of China is being eroded as a result of visitors, neglect, and a lack of funding. Despite the fact that just one-third of the construction has been kept and conserved, the remaining three-quarters has either deteriorated or been totally demolished and rebuilt. Due of its status as one of the Seven Wonders of the World, it attracts a large number of visitors. The Great Wall of China was designated as a World Cultural Heritage Site by the United Nations Educational, Scientific, and Cultural Organization (UNESCO) in 1987 because it has stood the test of time and is still in use today (Alonso-Almeida, Borrajo-Millán, & Yi, 2019). In spite of the fact that China’s Great Wall is one of its most popular tourist locations, it has been subjected to neglect for much of its length and erroneous development in other parts of the country for many years. Renovations were carried out with carelessness, which resulted in sloppy exploitation. There have been negative consequences for the natural and cultural resources of various tourist locations as a result of China’s fast expansion in the tourism sector since 1980. For vacationers, both the affluent and the impoverished may benefit from one another’s experiences, and the infusion of cash helps revitalize neglected communities. It is possible that tourists will be interested in purchasing handicrafts manufactured by the locals. On the other side, tourists have a negative impact on the local community and should be avoided. To provide tourism services, it would be necessary to forgo traditional professions (such as farming) in order to do so. Some locals may be concerned that visitors are destroying their culture and values, and they may be concerned that their languages are in danger of being destroyed if more people opt to speak in other languages such as English rather than their own. As a result of an increase in visitors and their social concerns, it is possible that crime and anti-social behavior may grow.

Solution to the Mass Tourism Problem for the Great Wall of China Destination

The term “over-tourism” is used to describe places where locals and visitors alike are concerned that the influx of tourists has degraded the quality of life and the overall experience in the area. Overcrowding is a problem that can arise in a variety of places (Wang & Yang, 2021). Instead of utilizing tourism to improve the quality of life in communities and the sites that visitors may visit and experience, responsible tourism takes a different approach (Nepal & Nepal, 2021). Tourists and hotel guests are often affected by the decline at the same time. The strategies to manage mass tourism in China and for popular destinations such as the Great Wall of China must be founded on limitations of acceptable change, governance, preferential access for locals, tourist taxation for destination management, and ensuring that the local community and the environment are the greatest beneficiaries from the tourist attraction.

Tourists from other cities and regions will be encouraged to visit lesser-known sights and less-touristy locations in the city and surrounding areas by the local tourism board in China. Aside from that, the tourist board must develop ways for promoting tourists outside of the busy season (for example, during the off-season). Increasing the amount of locals employed in the tourism industry, as well as including them into the creation of tourism experiences, are two more ways in which the China Tourism Board can ensure that the benefits of tourism are shared with local communities. In order for travelers to learn how to be more respectful and responsible when visiting the Great Wall of China, the tourism bureau must instruct them on how to do so.

Important indicators for the intended location must be identified by Chinese officials so that they may recognize and handle challenges as they arise. This will assist them in dealing with their rising concerns. A large number of illegal tourism facilities are being constructed, as well as existing dwelling stock being converted. Changes in the shop offering, rising area housing costs, littering, trampling, and overcrowding are all issues that must be handled at the source of the problem. In addition, access must be made available to all households in the local vicinity (Milano, Novelli, & Cheer, 2019). In order to attract visitors who would only be in the nation for a short period of time, China might modify the nature of tourism and the tourist experience. It is possible that the fundamentals of tourism, as well as the connection between the host and the guest, will be transformed as a result of this approach. In order to properly manage the location, stronger administration and the imposition of a visitor fee are recommended. In spite of their unfavorable location, taxes are not counterproductive since they are too low to prevent visitors from coming to the country. Instead, they provide local governments with the flexibility to raise funds for a variety of purposes such as tourist development, grass damage rehabilitation, and rubbish collection.

Responsible tourism has been successful in other popular destinations like Barcelona. The authorities in Barcelona have taken a hard line regarding the control of tourism and reducing the number of visitors per year through responsible measures. For instance, the introduction of an independent body to take charge of the Barcelonian tourism scene has meant that the sector is operated as a business. The council in Barcelona has also instituted strict measures geared towards the regulation of the market in line with ecological goals. The community is always prioritized in terms of accessing local tourism facilities, including zero charges or restrictions. Governance and taxation are strategies employed in Barcelona to improve the local scenery and ensure that people and visitors behave in accordance with strict guidelines (Nepal & Nepal, 2021). A dispersal strategy has also worked very well in Barcelona, a phenomenon that must be exploited in China. Encourage people to travel to less-frequented destinations in order to boost tourism. Depending on the district or location, more tourists, promotion of less popular attractions, and the creation of new attractions may be desired by residents. Encourage tourists to travel to less-visited places in order to disperse the crowds more evenly. In Barcelona, tourism sector has been successful in this attempt for a long period of time. Catalonia has included spatial dispersal into its overall strategy, and it has sought the assistance of its citizens in order to persuade visitors to visit their favorite places.

Conclusion

Despite the Great Wall of China having little packaged products and reduced marketing, it attracts mass consumption. Responsible tourism management has not been a part of China’s tourism management. For a majority of destinations, mass tourism is caused by irresponsible marketing, yet the Great Wall of China is a self-marketing destination that must rise above over-tourism to improve tourism development. It is suggested that the destination follows the strategy used by Barcelona. Responsible tourism management measures will work well to help China in its management of mass consumption. Dispersal strategy will best help China to manage visitors flocking one destination, enable locals to have preferential treatment, and distribute resources in a way that ensures that the Great Wall of China remains as a cultural, heritage, and historical wonder of the world for the foreseeable future.

References

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