Title: Cultural Context and Construction of Tourism Image for Zengcheng
Abstract:Historical and cultural context is important for a region to construct its tourism brand and image.Zengcheng,a county-level city under the jurisdiction of Guangzhou,has had a history of more than 1 80...Historical and cultural context is important for a region to construct its tourism brand and image.Zengcheng,a county-level city under the jurisdiction of Guangzhou,has had a history of more than 1 800 years, and is rich in tangible and intangible heritage.Based on the analysis of the results from the general survey of the tourism resources in Zengcheng,it is considered that immortal culture could be taken as one of the main aspects of the cultural context for the city.Firstly,Zengcheng is the native place of Fairy He Xiangu,the only female of the Eight Immortals in the legend,who are the mythological images loved by Chinese people and well-known to every household in China.Many stories about Fairy He and the other Immortals are widely circulated and concerning festivals are celebrated in Zengcheng,where there is situated Fairy He's Ancestral Temple.Secondly,Han Xiang-zi,another member of the Eight Immortals,is said to be the grand nephew of Han Yu,the great writer in the Tang Dynasty.Han Xiang-zi got two poems from Han Yu during their stay in Zengcheng.Thirdly,eastern Zengcheng is part of the Luofushan,a famous Taoism Mountain in China.And fourthly,the name of Zengcheng originates from Chinese ancient mythology,which means the place where immortals live.As Zengcheng is famous in Litchi and some kinds of green food,and beautiful landscapes of fields,gardens,forests and waterfalls in rural areas,the immortal culture could be integrated into the tourism development of those resources.The tourism brand and image for Zengcheng might be described as: Tourism in the Wonderland of Zengcheng for Health the native place of the Celestial Beauty,the land of Litchi and organic food,the place of clean and clear environment.Read More
Publication Year: 2006
Publication Date: 2006-01-01
Language: en
Type: article
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