Abstract
With the development of economy and society and the gradual improvement of people’s living standards, once ecotourism was proposed it received a worldwide response and has become more and more popular. Ecotourism is an important segment of the global tourism industry (Eren & Özarı, 2016). Dowling and Page (2001) also argued that cultural tourism is a branch of ecotourism. Therefore, the original ecological culture of ethnic areas is one of the important resources of cultural tourism, and it is the basis of tourism development in ethnic areas.
Xiangxi is rich in tourism resources, with beautiful natural landscapes and rich folk customs, and has great development potential. The eco-cultural tourism industry has begun to take shape. In the past 10 years, the Chinese Government has repeatedly proposed the promotion of the integration of cultural industries and tourism industries, which provides an important opportunity for the development of the eco-cultural tourism industry in Xiangxi.
Although there is a large amount of literature on the study of ethnic tourism from various perspectives, there are few studies that comprehensively analyse the external environment and self-development status of ethnic regions, which is significant for the development of the eco-cultural tourism in Xiangxi. This dissertation first summarises the natural resources, history, economy, society, cultural conditions and development of tourism in Xiangxi. Then, through thematic analysis and SWOT analysis, the data related to ethnic eco-cultural tourism in China and Xiangxi over the past 10 years are analysed to identify the problems existing in the development of ethnic eco-cultural tourism in Xiangxi. Finally, from the five dimensions of scientific planning, environmental optimisation, brand building, investment promotion and talent training, suggestions and strategies for the sustainable development of ethnic eco-cultural tourism in Xiangxi are confirmed.
