Tourism

Ecotourism mainly known as ecological tourism has created revolution in the field of tourism. Recently, the ecotourism industry which came into being can be considered as a large potential market in the Chinese market. A number of ecotourism resources and locations are distributed in inland areas which have a greater presence and variety of cultures of minority groups. Moreover, there are an increasing number of market demands in rural places (Wen  Tiedell, 2001). Basically, Yunnan is one of the most undeveloped provinces of China as compared to other provinces it has many poverty stricken countries but is rich in natural beauty.  Along with other industries like tobacco, agriculture and mining, tourism is a main pillar of Yunnan. This paper focuses on the investigation done on ecotourism product development and the strategies implemented along with certain proposals for implementation.  Year 2009 has been officially launched as the Chinese year of ecotourism, under the theme of walking into the green tourism and experiencing ecological civilization (CNTA Information Centre, 2009-11-15). China has taken steps to promote ecotourism product development as well as to accompany with the sustainable development to limit the speed of resource depletion in an effort to conserve its environment by implementing the development strategy. In the dissertation, the author will study some domestic and overseas research papers, combine the ecotourism resources, market and service in Yunnan Province to investigate into the development of ecotourism products, then, based on, to make an insight research on Yunnan Provinces ecotourism development situation.

1.1 Background of the Study
Since December 1978, the Peoples Republic of China (China) has begun its reform and opening up policy (Wikipedia, 2009, 2009-11-12). During the last thirty years, the country has undergone a process of liberalisation and globalisation. The rapid growth economic in China has greatly influenced citizens daily lives. When tourism becomes one of the largest industries in the current world, it that has recently emerged is considered to be a tremendous potential market in China. As is well known, the tourism today is playing a significant role in Chinas economic development.

However, the prosperous industry definitely brings some bad outcome and negative impacts on the tourism destinations. Negative impacts from tourism occur when the level of visitor use is greater than the environments ability to cope with this use within the acceptable limits of change. Gowdy (1994b155 cited from Wen  Tiedell, 2001, p157) argued that it is clear that the current level of economic activity is rapidly destroying the natural world upon which we ultimately depend for life itself. At the same time, with the increasing environmental awareness and the development of sustainable activities under the broad-based implementation, ecotourism industry has been a rapid development since 1990s (Weaver, 2006, p9). It has become a major concern of the world tourism research. In fact, many researchers and scholars have studied the relationships between the tourism and environment, both domestic and overseas. As a consequence, ecotourism is one of the outcomes of implementing sustainable development strategy.

Yunnan province located in far southwest is spread upon an area of 394,000 sq, km. With 94 mountainous area, having high altitude on north west and low altitude on southwest (Wikipedia, 2009-11-15). The climatically condition of Yunnan vary as due to the impact from east and west, in west is the highland climate of Tibet and in east the wet monsoon of east Asia, the central region is effected by south Asia humid moon soon, so Yunnan posses a mild climate with dry winter and spring, and wet summer and autumn.

The main problem facing by Yunnan is the lack of major development, low productivity, competitiveness, social issues, environmental issues, poverty, illegal immigrants, drugs trafficking and HIVAID (Fukuoka, 1998). Apart of all the crisis Yunnan province is rich with natural resources and ecological trends, the key pillars have been discussed before but the main  area of development and current source is the promotion of ecotourism.  The Yunnan tourism official web site states

In few provinces of China is so great a diversity of natural conditions and culture to be found as in Yunnan. Yunnan has an unique array of fascinating ecotourism resources, including mountains and glaciers snow-capped all year round, lakes and hot springs, alpine landscapes, primeval temperate woodland, and tropical rain forests where elephants and monkeys roam . Forests, totalling nearly 10 million hectares, or eight percent of the nations total, cover 24.9 percent of the land of Yunnan, which is Chinas haven for plants and animals. More than half of Chinas 30,000 kinds of high-grade plants can be found in Yunnan, which is also home to 3,000-plus kinds of rare animals (55 percent of the national total), 31 kinds of birds (64 percent of the national total), and 130 kinds of reptiles (42 percent of the national total) (Yunna Tourism, 2009-11-17)

This means that due to beautiful landscape, mountains, forests, colourful culture and mild climate, Yunnan is an attention grabber for tourist from China and abroad. This results in great increase of tourism revenue day by day along with its popularity.  But the need is required to understand the whole phenomenon of ecotourism related to Yunnan as its the main indicator of its progress. There is a difference between tourism and ecotourism. The trend of Ecotourism came into knowledge in the end of 1980s (IUCN, UNEP and WWF, 1980, cited from Weaver, 2006, p9), the literally meaning means natural-based tourism activity involved with awareness of impacts of tourism on environment, and making sure to enjoy and adhere practices to keep environment eco-friendly.

1.2 Research Scope
The purpose and aim of the study is to probe into the development of ecotourism market and investigate the available ecotourism resources in Yunnan. According to Yunnans current situation and ecotourism resource to make some suggestion about future development strategies and then edge out a distinctive path of ecotourism.

Since the first remarkable China Ecotourism Symposium in 1995, China initiates ecotourism practices in the domestic areas and also achieved some prominent accomplishments in this field. Currently, the 2009 Chinese ecotourism year, aims to intensify the promotion efforts on eco-tourism products wildly present the environmentally-friendly tourism concept and advocate a resource-saving management and development way for tour operators (whls.gov, 2009-10-31). Yunnan Province is a one of the best place to develop ecotourism. Rich ecotourism resources are distributed in these areas which have a greater presence and variety of cultures of minority groups (Wen  Tiedell, 2001). Moreover, there are an increasing number of market demands in rural places (Tisdell, 1996). It is vital to gain a deep understanding of the ecotourism product development in Yunnan in order to assess the ecological development situations in China. The ecotourism product development and market strategy refer to both tangible and intangible aspects, in various forms e.g. marketing, management and political, Furthermore to suggest some future strategies for Yunnans ecotourism development.

1.3 Significance of the Study
Globalisation popularity has across through every field of industry. Protect the Environment nowadays has become globally recognized that exceed all the culture factors and environment.

By investigating the Yunnans ecotourism product development and development strategy, it is vital to spread the awareness of environment friendly travelling style. Moreover, advocate the awareness of environment protection and sustainable development.

There are great deal of reports have been conducted with regard to the ecotourism from various perspectives, however insufficient attention has been drawn to evaluate the development of ecotourism in China. Along with the growing awareness of ecotourism in China, China has large potential opportunities to build up an ecotourism campus, therefore, a research is needed in order to fully assess the ecotourism product development and development strategy of Yunnan, China. Moreover, this study comprises of brief history and future prediction regarding ecotourism industry and the author has complied many theory, researches and opinions to compile and bring forward in one place. This study contains many marketing tips that can be adopted to promote and market ecotourism as a product. It is a great source of information for all concerns related to ecotourism development. It even provide general awareness tips for the visitors

1.4 Research Objectives and Questions
It is necessary to clarify the objectives of the study in prior to the research of the product development and development strategy, the study develops several research objectives that cover the areas of investigations. The purpose of the paper is to explore

Objective 1 To introduce the fundamental concepts of the ecotourism product
Objective 2 To investigate the available ecotourism product (resource) in Yunnan Province
Objective 3 To evaluate Yunnans ecotourism market which will slip into two parts
To identify the possible factors that affects Yunnans ecotourism product development
To discuss the development strategy and present a TOWS matrix matching a number of strategies to support to Yunnans ecotourism development

1.4  Structure of the Dissertation                                      
This dissertation consist of layers of chapters giving better understanding about the ecotourism, role of ecological tourism in Yunnan, its impact and drawback (if any), area of negligence, sectors which require attentions for growth and the way presently ecotourism is being implemented in Yunnan. It starts with an introduction and highlights all the significant factors which provide an overview of the backgrounds of this study, with a description of research aim and objectives. The second chapter consists of literature review of this dissertation. In this part explanation, the detailed study of literature review, the concept of ecotourism, its product, product marketing and promotion will be clearly examined.

The third chapter is the methodology, this section has information regarding the process used to apply the methods the methods of data collection and sources used.

The fourth chapter is the research of findings abstracted from the second and third chapters this chapter describes fundamental results selected from the detailed outline of this dissertation which are important for understanding, the role of ecotourism sector to elevate the ecotourism product growth and some suggestions that could be used as a scheme to strengthen ecotourism in the region of Yunnan. this manuscript of the dissertation deals in the essential methods and attributes that could be useful for tourism expansion, growth and ecotourism development and the strategies being used as ecotourism product. The fifth chapter will be the conclusion part of whole dissertation, giving full idea and concepts explained and strategies defined.

Chapter 2
 Literature Review

2.1 The Inevitability of Ecotourism development in China
Ecotourism (ecological tourism) as a new travelling style which has developed so fast in China has its history. It can be concluded to several reasons. First, is the awakening of consciousness of the human environment and the initiating of global environment campaign. The emergence of ecotourism cannot inseparable from the awakening of human environmental awareness. By the 1970s human were becoming more aware and concerned over environmental issues (Holden, 2008, p67). Then, Sustainable development idea was articulated and momentum through the 1980 World Conservation Strategy (IUCN, UNEP and WWF, 1980, cited from Weaver, 2006, p9). Gradually, this concept has been endorsed unanimously by the international community. In 1995, the first session of the China Ecotourism Symposium was held in XiShuangBanNa, Yunnan. The session presents Chinas position on environment protection and the support of sustainable development. Then, sustainable tourism gradually introduced into Chinese market. Essentially, ecotourism is the conscience of sustainable tourism (Weaver, 2006) and the best way to achieve sustainable tourism.

Second, the environment impacts of tourism (i.e. mass tourism) lead to the re-examine of tourism industry. Since 1950s, tourism becomes one of the biggest industries in the world and its impact is obvious to all. Governments spend tons of money on managing and repairing the tourism destinations. For instance, the Great Wall in China, the Eiffel tower in France, Leaning Tower of Pisa in Italy. All these facts are warning that if there is no reasonable management and development planning for the tourism destinations, people will pay out in the coming future either on economic or on environment. On the other hand, tourists gradually concern the social responsibility and start to seek some healthier and higher quality travelling style. Therefore, ecotourism became popular in China.

Last but not the least, is the changing of development concept. Since 1872 the United States established the worlds first national park (Yellowstone National Park), many countries have begun to emulate (Wikipedia, 2009-10-29). Conservation groups and environmentalists had been tried on various approaches. Then, they finally realized that only when the locals get economic benefits from the park and tourism, the protected species, areas and ecosystems can survive. At the same time, people also realize that ecotourism is less damage to resource itself than any other, but even get more benefits. MacKinnon et al., (1986) argued that the value of a single lion as a tourist attraction is estimated at US 27000 a year, while an elephant herd may be worth as much as US 61OOOO per year, however, to kill a lion received only US8500 of income  thus they are worth more alive than dead (cited from Wearing  Neil, 1999, p44).

Therefore, ecotourism is the substitute approach to the original resource destructive exploitation methods, help raise public environmental awareness, and provide funding for resource protection as an effective tool.

2.2 The notion of ecotourism
The word ecotourism is the combination of two parts, Eco  tourism the words Eco refers to the nature while tourism means the activity of touring. It is a common believe that till yet the concept of ecotourism has not been clearly defined. As according to the present trends and promotions ecotourism is considered just a simple tourism to a naturally intense area, but the real theories have defined it as an act in which a tour is conducted in a manner that it is beneficial for the area and its locality along with a good source of knowledge for the ecotourists (the person visiting). The concept behind ecotourism is to be more close to nature learning and valuing culture, environment, traditions of the areas being visited, participations, adventures, find new ways of survival in completely different type of lives than a person is normally use to.

Basically Ecotourism is the nature tourism that contributes to conservation, through generating funds for protected areas, creating employment opportunities for local communities, and offering environmental education( B00, 1991b 4). In the case of Yunnan where the bread and butter mainly depend on this industry it is very important to analyse facts and figures, which can help in stabilising this sector more and more. Jaakson (1997) and Diamantis (1998) were the two presenting two types of school of thoughts regarding ecotourism literally meaning, those thoughts were
Firstly, the location case studies raising issues concerning the impacts of ecotourism and
Secondly the thematic studies illustrating issues regarding planning and development, where case studies are focused on the methodological issues.

In views of Valentine P.S (1992) ecotourism contains three main components, those components according to valentine are

Firstly the nature of experience which is nature dependent, containing attributes such as intensity of interaction with nature, and social sensitivity.

Secondly, the style of this experience, where different products elements such as willingness to pay, group size and type, and length to stay are considered to be of significance.

Thirdly, the location of natural based tourism experience such as accessibility, ownership of location, and the fragility of resources used.

According to Lascurain, C. (1996) Ecotourism is an atmospherically dependable journey and vacation to moderately concentrate natural regions, to benefit from and value nature (and some associated traditional features either of past or prevailing) that encourages protection, with minimum adverse effect by tourists, and endow with constructively vigorous socioeconomic participation of domestic people.

2.3 The generation and the development of ecotourism
It is said that the concept of ecology came into general awareness in late eighties. It has been a trend that was in practice from long in history, though the main idea behind the purpose of visit was not mainly entertainment, the motives used to be related to trade and commerce and other issue, this practice were adopted by the people like discoveries of Marco Polo and Gaul, the travel of Caesar from Britain and the tales of eccentric Egyptians in words of Aristotle are all link to the prevailing ecotourism concepts. But it can be said that mainly the ecotourism trends originated from Africa. The concept of environment conservation came into general knowledge since 1980 (IUCN, UNEP and WWF, 1980, cited from Weaver, 2006, p9) Hector Ceballos Lascurian is counted among the pioneers who worked to spread the ecotourism concept worldwide (LASH, 2003). Before that the concept and efforts for environmental protection and ecological promotions regarding tourism prospective were merely at snail pace. The education and awareness regarding ecotourism, its sustainability and promotion in preservation of nature got accelerated in 80s and middle of 90s and has been continuously  centre of eyes since then, the trend of ecotourism is developing day by day in such a  pace that the United Nation (UN) denoted 2002 as the year of ecotourism. The ecotourism has itself became a growing industry with continuous progress rate due to increase in ecological awareness, as according to Reid, R.K (2003) the rate of ecotourism is growing by 15 in comparison to 3-5 growth of global tourism.

2.4 The Fundamental theories of Ecotourism
2.4.1 Ecological ethics
Ecological ethics are ethical values leading the human being manner towards the atmosphere, and system of behaviour for ecological conservation and concern (Glossary of Environment Statistics, 2001). By ecological ethics it is meant that the amount to which the nature is being valued, the general responsibilities acts and concerns regarding it. The ecological ethic can be classified into three main green categories (Curry, P. 2006)
Light Shallow
MildIntermediate
Dark deep

Light Shallow green
It is the most common types of ethics even known as shallow ethics it leads state and private organisations including institutions like departments of universities and laboratories etc. In this category nature is only loo after for specific reasons and well being or usage of limited human beings. It caters supporters of atmospheric inspections and vision technological renovation e.g. hydrogen based economy. The prime objective of this category is benefiting human, related to the green party.

MildIntermediate green
Mild green is also known as the intermediate ethic, this category is bit more elaborated it involves the essence of moral value for nature and natural items like the Aids for animals. The scope of this ethic is even restricted to the living individuals and does not provide life to other nonliving nature based items.

Darkdeep green
Dark green ethic is also known as deep ethic, it is said to be the complete ecological ethics i.e. eco-centric. In this form the living and non living are both valued, and are provided equal concentration and management for maintenance and management. It does not only focuses of living individual but also include all the ecological aspects like plants, species, climate, forests, land etc. it is a environmental friendly group consisting of nature loving people.

2.4.2 Environment-friendly concept
This concept promotes the preservation and management of natural environment, specially the concept of ecotourism is promoted as environmental friendly because it is more close to nature. This concept helps in maintain the ecological aspect of the region by providing general awareness to the local and the ecotourist, except of the efforts done by the authorities to develop such condition due to which a place can be denoted as environmental friendly (Wikipedia, 2009-11-21). The following measures are adopted to keep the ecotourism sites atmospherically safe and hygienic, which are
Avoidance of unrecyclable products
Follow proper ways of trashing stuff, rather than spreading garbage all over
Avoidance from any activity that can lead to an accident lie raising fire in forests etc
Reducing noise pollution, as it can result in distraction of wild animals
Avoiding usage of chemicals, especially washing related chemicals near water
Avoidance from drugs and alcoholic items.

2.4.3 Sustainable development concept
Fundamentally, sustainable development advocates the wise use and conservation of resources in order to maintain their long-term viability (Eber, 1992, p.1 cite from Weaver, 2006, p10) which is on the similar criteria of ecotourism.

2.4.4 Green marketing concept
The slogan represented by advertising from Go Green is even adopted by the ecotourism promotional departments. It is a new way to denote ecotourism it is a marketing campaign catering development, promotion and distribution of environmentally friendly product, purely based on natural aspects and its prosperity. Green marketing is a method to employ the ecological remuneration of a service or product to endorse sales. Several customers will prefer commodities that do not harm the atmosphere in excess of a reduced amount of environmentally friendly commodities, still if they charge extra (Karasov, C., a.i). Through green marketing, advertisers centre of attention is ecological remuneration to sell commodities such as recyclable goods, energy saving products, and safe chemical.

2.5 The current situation of ecotourism
The press release of World Tourism Organisation (2004) show that currently global ecotourism is growing three times more than the general ecotourism. The trend of ecotourism is developing as a market with a flat growth rate which include nature, tradition, inheritance, adventure tourism, community based tourism these are the sectors of more scope of growth in coming time (WTO, 2001), according to the an estimate by Travel Weekly (2006) the world trade market can expect 25 of growth in present ecotourism market, due to increasing drift towards ecological development, increase in nature based tourism, growth in construction of proper accommodations like hotels and resorts. But the situation of ecotourism in Yunnan still lack consideration by the authorities, as explained in an online article by Pasternack, A. (2007) the areas of Yunnan are facing great deficiencies due to the unconcerned attitude towards its ecological development. Though Yunnan even have attention capturing sites that are quite famous for instance the Wenhai Eco-lodge, and the enriched natural environment. The ecotourism of Yunnan has been divided into four section, which will be defined in detailed in chapter 4, Yongfeng, F. have described this sectors that no site have proper financial support by the authorities nor proper management upon landmarks, with such minimum resources involvement by authorities for profit maximization, the domestic structure found in Yunnan may not be able to sustain proper ecological state, though the locals and private bodies are working to create their own ecotourism.

2.5.1 Current Ecotourism strategies being monitored in Yunnan
Despite of natural ecological factors and facilities the change government adversely affect Yunnan ecotourism conditions. The tourism in China was not paid much attention by government before 1978 that was after the Deng Xiao Pings U-turn that the government started participating in tourism of China, which promoted the coast led strategy (Zhang, 2001). The five year plan of (1996-2000) played a vital role for setting up Yunnan as an ecotourism market, (Fan 1997 cited in Zhang 2001), and specially the construction of silk route. Though the tourism of Yunnan was accelerated in 1978, developed increase in tourist rate, revenue generation and initiatives for construction of infrastructure in 1980, and till the start of 1990 Yunnan was recognised as an ecotourism product. The Yunnan ecotourism industry at that point consisted of one centre, three tourists route, four places, five areas, six products, and nine key projects (Zhang 2001). Yunnan has even strengthened its transportation setup, making routes within the province and outside it, linking with other provinces and countries nearby. These transportation methods involve road and railway routes connecting Laos, Myanmar, Thailand and Vietnam, routes and docks that facilitates commodities and traveller to airport and Mekong River (Verghese, 1998). The authorities of Yunnan desire development in domestic and international tourists destinations and attractive areas along with the development in related services and entertaining services in tourism region. The ecotourism is playing a very vital role for the economy of Yunnan figures shows that in 1999 the ecotourism generated about 50 billion Yuan that was a 10 increase from preceding year, and was recognised as secondary revenue generating provincial industry since then. Yunnan is contributing great efforts towards ecotourism development Yunnan has created precedence for the ecotourism related regions like the eight eco-cultural based routes and five zones (WTO, 2002).

The Yunnans cultural attraction and ecological resources, that consists of 111 reserves and 26 parks covering an area of about 20,000 sq.km i.e. 5.0 of the Yunnan (Mattson, 1999), have been promoted as the product of ecotourism by the province. The hotspots enriched with ecological and cultural assortments has incorporated ethnic and biological preservations in accordance to the ecotourism perspectives, the recent example is the Xishuangbanna. The other prevailing project is the project of the great river in Yunnan, focusing North West Yunnan province, promoting community based ecotourism in the region. The most important area to mark is the watershed of Lashihai which is a lake of Lijang County, and a holy mountain of Tibet Meilixueshan (Bullock, 2002). This project is mainly satisfying both type of tourism ecological and mass, by endorsing Green tourism. The current strategy of ecotourism in Yunnan is mainly focusing on community based tourism projects, management of ecotourist and services related to gather information (Leksakundilok, A. 2004).

2.6 Tourism Product
2.6.1 What is a Product
A product is defined as the thing which is proposed in the market. In the terminology of market product is basically a solution provided to the market by the dealer. A product can be classified as (Know this, 2009)
Goods
Services
Goods
A product is known to be a good if it has a proper shape and is touchable in nature. It requires the physical existence of the commodity that can be offered e.g., mobile phone, food items, soft drinks, furniture etc. the mode of the goods even vary where the conflicts of touchable and non touchable goods appear, there are several technological goods which cannot be touch but are still counted as goods like software, information abstracted from web, as despite that they cannot be touch but such products are specifically built by certain codes and always gives the same knowledge  thats why they are denoted into goods.

Services
Service is basically a product type in which the customer is satisfied by providing the work or the labour required from other source, production of goods can even be done through service industry. The nature of services in intangible the marginal utility derived can vary from time to time and person to person, and it can even not be preserve. E.g. laundry service, nursing, consultancy etc

2.6.2 Ecotourism product
The ecotourism product consists of the facilities and features being offered for eco-tourism. Many studies have been conducted in order to understand the main concept of ecotourism and its product, but are still in the search of more relevant information. The product is a marketing term being used for ecotourism, as defined above the nature and types of product the ecotourism belong to the service industry. It is an industry that provides services of tourism for ecotourists, by making them conduct environment friendly visits to their destinations along with raising their awareness and mutually benefiting the ecotourists and the service provider both. The online researches have shown that now a day the term ecotourism product is gaining momentum due to increase in ecommerce and the easy availability of required trips to the customer provided by different types of organisation like government, agencies, tourism firm, hotel etc. for existence in business, authorities must plan and enclose viable ecotourism products, and convince to obtain them at value and quantity that offer in progress functioning turnover (Buckley, R. 2009).

2.6.3 The characterize of ecotourism product
Throne, B. (2009) has explained list of properties that an ecotourism product must possess, which are

Reduce collision
Awareness and value building for atmosphere and traditional ethics
Emphasising benefits for both ecotourists and shareholders
Generate revenue and cater the related authorities for proper management
Increase employment rate especially promoting involvement of locals
Value rights of human along with the sensitiveness of their nature

2.6.4 Types of ecotourism products
Ecotourism depends on many types of tourism products catering different segments of market which may be enclosed collectively into incorporated visits or sold alone (Buckley, R. 2009). The types of ecotourism products vary from region to region being influenced by many reasons like environmental, geographical, attributes of tourists etc. different ecotourism product and services focus different aspects like
Place
Sights
Accommodations
Transportation
Education
Activities
Natural assets
Heritage
Culture manifestation

2.6.5 Ecotourism resources in Yunnan
The ecotourism resources have been defined in detailed in chapter 4 findings of this dissertation. Hence the study has shown that being ecologically diversified Yunnan is naturally enriched with the resources required for ecological tourism. The infrastructure containing rivers, mountainous regions, forests, lakes, sights, flora, fauna and environment accompanied with facilities of transportation, accommodation, food and other leisure according to the customer demand.

2.7 Ecotourism Marketing
2.7.1 What is Marketing
Marketing is a societal and administrative procedure through which persons and factions get what they require and want during forming, contributing and replacing products of importance along others (Kotler 1991 cited in Ribaritza 2005).  The factors that affect marketing are (Ribaritza 2005)
Product
Price
Place
Promotion
Environmental

2.7.2 Tourism marketing
The idea of the tourism marketing depends on generating the supply (marketing mix) equivalent to the recognized demand at the visitor market, whereas by means of creation, cost, location and endorsement, which permit identifying, notify, encourage and dish up these markets in the best possible way (P. Filatro cited in Ribaritza 2005). Tourism market requires following categories (berneker cited in Ribaritza 2005)
Acknowledgment and overture of want toward traveling
Alteration of want into tourism facilities
Supplying the visitors tourism facilities
Sale of tourism facilities
Recognition of tourists activities

Current marketing is a method of accomplishing business, greatly relying on the marketing concept which embrace that organizations must (Mahoney, E.M. and Wernell, G. R. 1987)
1. Plan their products or services to target customer demand
2. Spotlight individuals mainly probable to acquire their item for consumption rather than the whole market and
3. Expand marketing pains with the intention of fitting into their general business targets

2.7.3 Ecotourism market
Ecotourism is getting fastest growing sector of the tourism industry, according to researches 20 years prediction is done for the growth of ecotourism resulting in about 5 every year, resulting in about 6.7 of revenue generation. It is said that ecotourism make about 7 of global travel expense (Lindbergh, 1997). The market of ecotourism deals with the demand and supply of the ecotourism products, the trips required for tourism, the requirement of accommodation, transportation, food, necessities, guidance and entertainment by the customer to conduct a trip and providence of such facilities to the customer by the authorities and related bodies comes under the determination of demand and supply of the market. The market of ecotourism like any other products market varies along with the attributes of the ecotourists, the fluctuation of political state of the government, social impacts, environmental impacts etc. Unlike any other market the understanding of ecotourism market depends upon
Market research
Market segments
Marketing promotion

2.7.4 Significance of tourism marketing
Like every other product the significance of ecotourism results into many benefits which will be discussed in detail later on, to provide introduction it can be said the main significance is
Development of ecotourism as product
Promotion
Economic benefits
Increase in employment rate
Increase in awareness
Gathering tourist attention
Promoting green marketing

Chapter 3
Methodology

The notion of methodology
Methodology of any research is the section that provides better understanding about the process used to conduct the study. In the words of Burback (1998) Methodology is a system that find a solution in a given environment of multi layered finite space consisting of the analyses, design, implementation, and testing plane, starting with the root representing the problem statement and ending with the goal represented by the system acceptance test. The common methods adopted by researcher now days are of three types, which are
Quantitative methods
Qualitative methods
Mixed methods
Quantitative methods

This method depends upon the questionnaire and hypothesis, in which the researcher answers list of questions required to support the study. This type of study depends upon the fixed variables that are related to the results and support in better perceptive of the research. In this method small aspects (samples) are analysed to make conclusion for large aspects (populations), resulting in saving of time and resources.

Qualitative methods
In this method concrete observation is done by collection of facts and figures. It include case study, done with the help of numeric data without involvement of samples and populations. It is also termed as positive analyses due to the notion of being accurate depending upon the research done through proper facts and figures.

Mixed Methods
As the term mix identify, this type of method is amalgam of both qualitative and quantitative analyses. In this case either of the both methods could be priorities or give equal importance.

Information abstracted from
Towards the definition of methodology by Burback, R.H. (1998)
       Research Methods by Creswell, J.W (2002)
  (See Reference list for details)

What is Primary Research
Primary research is the research method that involves direct collection of data through interviews, surveys, questionnaires etc for a particular research. Primary research can be collection of two types of information
Exploratory
Specific

Exploratory
This type of research helps in identifying a specific problem it is unlimited research which involves lengthy informal interviews, questions conducted by small set of respondents.

Specific
Specific research is a comprehensive study and mainly includes solution of the problem diagnosed through explorative research. This research require proper setup like formal interviews etc and cost quite high as compared to the exploratory research.

The methods used to obtain primary research mainly are
Interviews
Face to Face
Telephonic
Surveys
Opinion poll
Respondents groups
Consumer section
                                                           Information abstracted from
       Explain Primary Research by McCracken (2005)
   Primary Market Research by Entrepreneur Media (2009)
              Market Research-Primary Research by tutor2u (n.d.)
  (See Reference list for details)

What is Secondary Research
It is the type of research which is based upon the collection of data which is already present in different forms. It is the most widely used and the cheapest method in which the analysis is made by the observation of many sources of concern and converting them into required information. This research includes data abstracted from third party, and the analyses or researches and reports previously done. Secondary data includes sources like
Internet
Reports
Journals
Magazines
News papers
Official documents
Researches etc.
                                         Information abstracted from
         What is Secondary Research by DJS Researchers ltd. (n.d.)
       What is Secondary Research by Know this LLC. (n.d.)
          Market Research- Secondary Research by tutor2u (n.d.)
  (See Reference list for details)

Why adopt secondary research
Secondary research also known as the on desk research was the best method to adopt for this dissertation. As this dissertation is based upon the current situation that prevails in Yunnan related to its ecotourism product the strategies being implemented and the development taken place so far. The analyses required in this research did not required any new idea or objective, because of that researches, reports and other previous analyses are referred to analyse the current situation. In this research the primary sources like interviews or surveys are referred as secondary sources because they were only used for detail analyses and adopted from different sources. The most useful thing to help collect secondary sources was the internet. The main reason to adopt secondary research was to have detailed background information also an effort to make the research less time consuming, less utilization of resources, fewer efforts to collect the data and most importantly to make it cost effective.
             (NOTE                       Information abstracted from Self opinion no references)

-Any advantage
Easy availability of information
Cost effective
Provide better understanding of research methods and theories
Support Primary research
Guide conducting of primary research
-Any disadvantage
Doubt about authenticity of information abstracted (sometimes)
Unspecific data collected
Incomplete information
Problem in identification of time of resources
                  Information abstracted from
        Advantages and disadvantages of Secondary Research by Prescott, A. (2008)
  (See Reference list for details)

The steps used to analysis the secondary research
Though the research entirely based upon secondary source but the methods used to implement those sources is pure qualitative. The study conducted was entirely transparent, by explaining properly the requirement and usage of the information being gathered, the secondary sources were either print outs, copies of original documents or preserved in their original state. Participants were even provided awareness about their rights of refusal, claims and drawing backs. The research also entertain the background of ecotourism in Yunnan its origination, current situation, level of community based tourism and the views of locals regarding ecotourism and its impacts. For attainment of such knowledge qualitative approach was conducted as according to Henn, Foard and Weinstein (2006) ( NOTE YOU MUST HAVE THE REFERENCE) the qualitative approach implement the observations that are vital to recognize peoples considerations in the direction of the world around them to gain a enhanced perception about their attributes. For the single study of case was implemented for the strategy of research. Case study is denoted as the appropriate and methodical method in exploring an individual, community background or incident in detail (Berg, 2007). (NOTE YOU MUST HAVE THE REFERENCE)

Conducting research is a systematic process that requires step to step methods for proper interpretation of the idea. The steps involved in conducting this research are
Theme of research
Research approach
Data collection
Data analyses
Interpretation of data
         Information abstracted from
       Steps and methods used in Qualitative by and Constable, R and others (2005)
       The six steps in marketing research by Polaris Marketing Research (n.d.)
  (See Reference list for details)

Theme of research
Before initiating a work it is very essential to decide a particular topic to work upon. The theme is the motive for which the research and analyses are done. The qualitative research refers to the answer of problem or the question for which the study has to be conducted, this include step to step process of deriving the answer of the query. The answer is not derived at the starting of the process but is derived by many other observations. The theme of this research is the Yunnan Province Ecotourism Product Development and Strategy. This theme has cleared the idea of the research and had set goals to work accordingly. The areas to study for this research and the approaches utilised will be decided in the next step.

Information abstracted from (Sub topics)
         Defining the Research Question by and Constable, R and others (2005)
       Identify Problem by Polaris Marketing Research  (n.d.)
  (See Reference list for details)

Research Approach
After the determination of topic and scope of study the next step that follows is the research approach. This steps deals with setting of theories and concepts that will be adopted for the research. The main idea is to set the attribute on which the research will be based i.e. either on previous observation, present facts or future estimations. This portion also deals with the allocation part, in which decisions are made about the allocation of resources, times, type of analysis, the environment and above the attribute. By the allocation part it is meant that proper estimations are done for the time required to conduct the study, the resources that will be utilised, the budget that will be required for the research, execution of the research, the overall environment wither working or economic, either research will base on past, present or future and what theories will be adopted to support the study. This research (as mentioned before) entirely depends upon secondary research methods, so the estimation of the required time to complete this information, the choice made to conduct study according to qualitative method, the resources that might be useful were priorities and most importantly the budget was estimated. (ADD YOUR PERSONAL EXPERIENCE IN THE BLANKS) The time estimated to complete the research was ___________daysmonthsyears and originally it took _______ daysmonthsyears, the budget allocated for the research was estimated at CYN ______ and it took CYN______, the method decided to be used was Qualitative method and the sources required to support the study were planned to be secondary sources.
Information abstracted from (Sub topics)
Identifying the Theory that Drives the Inquiry by and Constable, R and others (2005)
Marketing Research Approach by Polaris Marketing Research  (n.d.)
  (See Reference list for details)

Data Collection
It deals with collection of relevant information. The data for this research was collected with the help of secondary sources, which played a very important role in dimensioning the research. Main role was played by the internet and other sources like promotional materials, news papers, books, records, reports, maps, and layouts of places
NOTE Information abstracted from From the draft

Data analyses
In qualitative method of collecting information analysing data is the second step, which comes after data collection. Data an analysis constitutes of analyses, elucidation and arranging of the information gathered (Patton, 1990). Dey (1993) (NOTE YOU MUST HAVE THE REFERENCE) categorised data analyses into three categories
Description of data
Classification of data and
Connecting information together
Similar steps were taken to compile the information gathered the process involved is defined below

Step 1 Description of data
This involves the aim of the topic and the procedure in which the act takes place. This procedure was conducting by gathering and scrutinising all the gathered information, collected in writing, photos and voice recorder. The required work as making notes fair, translating the documents gathered and writing down the recorded data was also done.

Step 2 Classification of data
In this step data was priorities according to its relevancy. In this part vital information from the particular sources, depending on survey conducted and related to the theories of literature review, are sorted in a way to make the information understandable (Dey, 1993) (NOTE YOU MUST HAVE THE REFERENCE). This was done by sorting descriptive data in a way to priorities the relevant issues and compares them with the theories and concept introduced in the part of literature review.

Step 3 Connecting information together
In the last step efforts were done to compile all abstracted data together along with making suitable connection between every point. The connection was also established between the case study conduct and the entire research, for showing the development being done in Yunnan to promote ecotourism as product.
This step joins the methodology part of the dissertation with the literature review and findings.
NOTE Information abstracted from From the draft

Interpretation of data
The collected and analysed data faces the challenge of representation. How the information shall be elaborated in order to give general sense. What way shall it be represented either as a report, dissertation, research paper, essay or an article. This research is given a shape of dissertation which is divided into five broad chapters each of the one interoperating the  relevant information required.
       
Information abstracted from
       Steps and methods used in Qualitative by and Constable, R and others (2005)
       The six steps in marketing research by Polaris Marketing Research (n.d.)
  (See Reference list for details)

Chapter 4
Findings
By adopting the method defined in previous chapters, author has come to the findings that
Yunnan Province
According to Smith, G and Du, J

Yunnan can be referred as the most present and upcoming flourishing ecotourism destination. Yunnan is enriched in culturally, geologically and biodiversity. It has an approximate population of three million, consisting 13 Locals and 55 cultural minorities. It was recorded in 2006 that the revenue of Yunnan from tourism reached 6.2 billion along with 12.5 GDP. The rural villages of North West Yunnan are of great importance along with the old town Lijiang which is a UNESCO world heritage site.

 Information abstracted from
Wenhai Ecolodge, Northwest Yunnan, China by Smith, G and Du, J (2008)
(See Reference list for details)

Origination of ecotourism in Yunnan
The trend of ecotourism got acceleration after the World Horticulture exhibition that took place in Kunming in 1999. The rate ecotourism started increasing since then and it was told by the officials that it increased so much that 56 million ecotourist including both foreigner and domestic visited Yunnan in 2008, generating about 5 billion US Dollars. After that Shangri-La was established as the new ecotourism zone, along with examination in Ailao Mountain, venture in tropical land forest were also emphasised. After that numerous ecotourism related scenic spots were the prime target of development for authorities. The natural tradition in the regions of three parallel rivers, construction of National park named Pudacuo in Shangri-La, Xishuangbanna natural reserves, establishment of national geo park in Dali named Cang Shan, and most importantly the introduction of wet land named Dashbao in Zhao tong which is has an international significance. The development of Yunnan ecotourism is also focusing upon different aspects lie, sightseeing, venture tours, plants and animals ecotourism, eco tours conducted for research prospects and traditional tours.  Currently there are four hot spots in Yunnan that have exceptional feature, those spots are Shangri-La, Meili snow mountain, Xishuangbanna and Galigong Mountain.

Diversity System
After studying the literature review and suggestions of methods to be conducted for ecotourism product development, need is required to apply those facts upon the areas of Yunnan. By the study it is known that Yunnan is a self sufficient eco friendly area, according to a report presented by Yunnan environmental and protection department (2009) has diversified Yunnan into two categories Landscape diversity and Eco-system diversity

Landscape diversity
Its covers Modern glaciers, Alpine mountains, Forests, Rivers, Plateau wet land, Karst landscape, Danxia Landscape and Agricultural landscape Yunnan environmental and protection department (2009)
Eco-system diversity
The type of eco system find in Yunnan is
Tropical rainforest
Moon soon forests
Sub tropical evergreen broad leafed forests
Deciduous broad-leaved forests
Warm-temperature coniferous forests
Sclerophyllous evergreen broadleaved forests
Broadleaved and coniferous mixed forests
Alpine scrubs
Alpine meadows
Alpine debris
The reason behind discussing the type of diversity is to make understanding of ecological resources and discussing the methodology suggested accordingly.

Ecotourism Resources
Currently there are six master ecological plans running in Yunnan, the ecotourism resources found in those six areas are listed below
1. The snow peak and valley areas
2. The geothermal and volcanoes area
3. The plateau freshwater lakes area
4. The tropical rain forest area
5. The karst landscape area
6. Red earth area (Yunnan environmental and protection department, 2009)

Presently there are many areas of which have already been gone through quite development, according to the same report mentioned earlier presented by Yunnan environmental protection department (2009)

Rapid development of eco-tourism of Yunnan started in 1999 after the World Horticulture Exhibition in Kunming.

In 2008, domestic and overseas tourists visited to Yunnan 56 million person times. The revenue generated by the eco-tourism is 5 billion US Dollar, which accounts for 51 of the total income of tourism industry of Yunnan

Demonstrated eco-tourism zones in Shangri-La
Exploited new attractions for eco-tourism
Ecological exploration in Ailao Mountain
Experience of nature and culture in Shangri-la
Adventure in tropic rain forest
The main area of interest denoted as the hot scenic spot are the three parallel river of Yunnan. The three river flowing in the mountains of south west Yunnan are
Nujiang
Jinsha
Lancangall

The origination or these rivers are from the Qinghai-Tibet region. The rivers are surrounded by 10 scenic spots and 9 nature reserves, belonging to Diqing Tibetan, Lijiang and the Nujiang Lisu regions. There also exists a museum that forecast history of geology found about 40-50 million years ago related to Indian and Eurasian and the Himalaya, that museum is named Sanjiang. The Yunnan region has rich landscape diversity but lacks desert and oceans. It consist about 118 snow-capped mountains that are more than 5000 meter above the sea level, the highest among all is the Meili Mountain. The toppest mountain also is embellished with the world finest moon soon glacier, and is regarded as holy mountain by Tibetan. The other landform is the Danxia landforms of the Lijang region, which is rich in forest biodiversity. Yunnan is a very important area for China apart of the role played by yunnan regarding its biodiversity, Yunnan also accompany 20 of rarely found species and 25 of overall found animals of Chins. The animals found in Yunnan that have great importance are
Golden Monkey
Black necked crane
Antelope
Bengali tiger
Snow leopard
Information abstracted from
Three Parallel River of Yunnan by China Internet Information Centre (2003)
(See Reference list for details)
More over the areas of most interest that seeks tourist eyes are listed below, which belong to different regions
Black Dragon pool (Lijiang)
Erhai lake
Cangshan mountain (Dali)
Greenlake Park(Kunming)
Ganlan Basin
Lancang River (Mekong river)
Jade Dragon Snow Mountaine (near Lijiang)
Manting Park (jinghong)
Puijan tample
Shaping Market (Dali)
Sanchahe natural reserves (Jinghong)
Stone forest (Near Kunming)
Shaxi (Jianchuan county, Dali)
Tengchong (Baoshan city)
Three pagodas (Near Dali)
Tiger Leaping gorge (Near Lijiang)
Tengchong (Baoshan City)
Wase market (near dali)
Xizhou
Xishuangbanna Tropical flower  Plant garden
Yunnan Provincial museum (Kunming)
Yuantong Temple (Kunming)

Information abstracted from
Yunnan by Wikipedia (2009)

Along with these lists of ecological resources, developed and undeveloped areas need is required to publicise whole aspects present in Yunnan. Measurements shall be done to complete under develop or undeveloped projects. The process of product development shall count the list of developed areas given above, also the national and international promotion shall be done of the areas which are mostly visited by ecotourist presently, according to a tourism website the main area of potential attraction are Stone Forest, Lijian old town, Dali ancient city, Naxi Baisha village, Jade dragon Snow Mountain, Xishuanqbanna, Nujiang River, etc.

This proves that ecotourism is still prevailing at a growing rate in Yunnan. But the need is require publicising this industry as developing ecotourism product internationally and nationally both.  As the destinations specified are the major areas of tourism product marketing and promotion could be very easy for authorities, given they have sufficient funds to work accordingly.

SWOT Analyses
Strengths
Following are the marketing strengths that Yunnan ecotourism product consists of
Yunnan have enriched and bio diverse ecotourism product, which are even in good condition. Yunnan can be diversified into
Biological diversity-ecosystem and species
Geological diversity-landscape
Cultural diversity-ethnic

Cost effective ecotourism services and products along with favourable exchange rate assist to attract visitors
Rich culture diversity has great importance as compared to the urban tourism destination
Not only Yunnan is progressing even China has occur as the most famous destinations of tourism among locals and foreigner visitors. WTO has predicted to see China in upcoming 20 years among the most popular destinations of world.

Reasons
The reason behind points defined as the strengths of Yunnan ecotourism marketing were analysed by the secondary sources used in research analyses. As previously the resources of Yunnan have been discussed in detail, these resources and rich bio diversity of Yunnan is the biggest marketing strength that can work as a high agent to attract visitors. Visitors are very peculiar about the amount they spend and the satisfaction they gain it is one of the other specialities of Yunnan. Being a poor and still developing country the cost of living in Yunnan is very moderate and the cost incurred the exchange rate issue is also attention grabbing as currently US  1 is equal to CNY 6.83 (according to universal currency converter)which is a satisfactory rate. The comparison of Yunnan ecotourism with the urban tourism was also necessary as now a days green revolution is on its peak, people like visiting ecological places more than viewing buildings and monuments, in this concern green marketing is also a strength for Yunnan. Not only the image of Yunnan, if the image of china will be strong and accredited internationally for its tourism perspectives which can be indirectly also favourable for Yunnan ecotourism flourishment.
 
Information abstracted from
Asia cooperation dialogue on tourism (2003)
(See Reference list for details)
Weakness
Strong competition within China and outside
Negligence by visitors to choice due to being poor, developing and infamous region
Lack of resources and development state could some time lead to customer dissatisfaction.
Few areas of Yunnan might still have issues related to health, safety, availability of clean water etc.

Inadequate transport system
Choice of visiting places outside China, rather than with in the country

Reasons
This has been cleared so far that Yunnan is a scenic region with many diversities, but Yunnan alone is not blessed by such importance. There are many other places within China that have strong market and compete with Yunnan like Mekong region, while the international competition s above all there are many other natural or artificially built ecological scenic spots around the world like in US, Canada, Malaysia etc. all this competition is a weakness for developing Yunnan. As it is an international fact that Yunnan province is one of the most poor and under develop province of china, this image gives a negative impact to visitors choosing their destinations by having a doubt of getting utmost satisfaction that they require. Not does visitor face ambiguity for choosing the destination but there are many rural areas of Yunnan in which availability of proper resources for customer satisfaction are not available, like comfortable accommodation, it is entirely up to customer either they would like to eat local traditional cuisines or food of their choice, which is even not catered everywhere. Not only food availability of clean water to drink and use, hygiene issue, safety from the locals and animals, transportation problem, un availability of comfortable conveyance, its fuels, proper routes and roads to travel from one destination to other with comfort, are the top most draw backs of Yunnan which decreases a big constraint of customer. This even makes people within the region to go outside for their required satisfaction, thought this problem is not a major issue as by nature Chinese are very patriotic and prefer to choose within their country, as it is even cost effective and more comfortable to them due to no communication, but still issues like travel to other regions than Yunnan is a big problem for her.
 
Information abstracted from
Asia cooperation dialogue on tourism (2003)
(See Reference list for details)

Opportunities
Ecotourism in one of the man industry of Yunnan and work as the major revenue generator, the introduction of developed information technology and various modes of interactions can make other realise importance of ecotourism in Yunnan

Promotion of local tourism by products and services can work as high agent to grab attention of local visitors of any type.

The new trend of ecotourism shall be adopted for promotion, except of visiting and learning from ecological scenic space visitors now a days are in search of trips which is close to nature, culture, local living setup, adventure, involving full participation, a package covering many destinations in a single trip, hiking etc.

Reasons
 As everything is becoming global, introduction of Yunnan ecotourism in the global world is a great opportunity to catch international audience. The implementation of new technologies and information can also increase future perspectives. The main power for Yunnan is the local travellers, though there are different types of visitors some with limited income some with sufficient, but both the customer wants to attain utmost satisfaction in the given time this is also an opportunity for Yunnan to concentrate upon the requirement and attributes of local visitors.  Establishment of pars, eco-lodges, adventures trips, convenient package, and other activities that can boost the level of satisfaction of customer is a very important opportunity of Yunnan.
 
Information abstracted from
Asia cooperation dialogue on tourism (2003)
(See Reference list for details)

Threats
The changes in way of living of locals ie adopting urban style or shifting of traditions
The terrorism threat

Reason
Yunnan is well known for its culture and tradition, if the standard of living of the locals will shift this can be threatening to the ecotourism market, as the customer will get less cultural flavour the less will be the customer to explore other areas of the region. Being in Asia Yunnan even face great threat of terrorism and even being neighbour to countries like India and Pakistan the global image of terrorism even effect the tourism.
 
Information abstracted from
Asia cooperation dialogue on tourism (2003)
(See Reference list for details)

Future Strategies
The world has gathered into a single click, it is very important now days to run with time. For doing that one shall not only focus upon himself but observing other and gaining positive influence is also necessary. Same is the case for Yunnan future promotional strategies, suggesting future strategies after analysing the data collected by the research is one method, while the other method can be observation and close studies of other ecotourism developed areas and alteration of their strategies can be beneficiary for Yunnan condition. Other regions can be within and outside china lie Mekong region within china, Malaysia, Thailand etc as outside as they also have near about similar diversity like Yunnan. For this we will be refereeing referring to the sustainable tourism developed in Philippine and strategies adopted to support Yunnan future development. According to the executive order 111(1999) the strategies implemented by Philippine can be useful for Yunnan as well. The strategies for Yunnan will be

The cooperation of authorities to develop ecotourism within the region, along with promoting locals to play active role in increasing revenue generation

The authorities shall be satisfied by the current preservation, management, sustainability and protection of ecology, culture, tradition and bi diversity in order to attain current and upcoming benefits.

 Information abstracted from
Ecotourism at a glance by Ecotourism Philippine(2007)
(See Reference list for details)

The other strategies implemented by the national ecotourism strategies (2002) on Philippine can also work effectively for Yunnan, those are

Portray of Yunnan ecotourism product according to the current requirement of visitors.

Widening ecotourism perspectives into rural areas and increasing local participation, these will not only increase in revenue generation but will also increase ecotourism opportunity and strengthen the industry.
Increasing general awareness and ecotourism related education and implementation of outdoor activities and resources.

Establishment of representative that can guide local residents about the conservation and avoidance of mis use of natural resources.

Information abstracted from
Ecotourism at a glance by Ecotourism Philippine(2007)
(See Reference list for details)

(NOTE BELOW IS THE INFORMATION ABSTRACTED FROM THE DRAFT YOU SENT, YOU MUST HAVE THE REFERENCES)

Local participation of Ecotourism
The domestic residents of Yunnan are playing very crucial role in promotion, development and sustainability of ecotourism. The secondary data provide the knowledge that locals being aware of the region and the environmental nature are the main pillar for the sector. Due to illiteracy and shy nature there were many locals with whom interaction and attainment of knowledge were not an easy task. The secondary data was consulted to analyse the importance of local participation as according to Munt and Mowforth (1998 cited from Piedrablanca, 2009) NOTE YOU MUST HAVE THE REFERENCE) The degree of control the local population has over tourism in their locality is generally perceived as being a significant element of sustainability. Even Cater (1994 cited from piedrablanca, 2009) NOTE YOU MUST HAVE THE REFERENCE) points out that

In terms of conserving the natural and socio-cultural resource base, the time perspective of the local population is longer than that of outside entrepreneurs concerned with early profits. They are also more likely to ensure that traditions and lifestyles will be respected. Their co-operation is also a vital factor in reducing infringements of conservation regulations such as poaching and indiscriminate tree-felling.

Drake (1991 cited from piedrablanca, 2009) (NOTE YOU MUST HAVE THE REFERENCE)stated
Local participation functions as an early warning system, helping managers to avoid or plan for decisions that might otherwise cause conflict with the local population. Also, including a participation program in the design stage of a project provides the opportunity for the local community to become educated about the purpose and benefits of the project, thereby increasing support for the effort.

This concludes that locals have huge importance for ecotourism development they shall be directly provided economic benefits so that healthy environment and culture could be preserved. It was observed that the hospitality of the natives plays an important role for tourist attraction, the reflection of cultures by the local and there nature brings huge impact on tourism especially ecotourism. Hence it was also analyzed that in Yunnan the locals must be provided economic opportunity so that they can explore their culture and present a better image in front of foreigners. The official reports and records gave the perception that the foreign investment is also favourable, but the locals must be provided equal opportunities in building nature parks, managing forest, participating along tourists etc.

The local people of Yunnan have also contributed great pWotential towards methods of cultivation. The usage of rural land and forestry by native people includes
Commercial non-timber Products
Village woodland
Agro-forestry
Non timber Products
Handicrafts

The details discussion as a result of observation and analyses on these usages is presented ahead.
Commercial non-timber Products

The informed that the local citizen initiated to plant trees near there accommodation or personal properties to meet there basic necessities. The trees planted for fruits, spices, oils and fibre were use to be on a very small scale, but the custom received traditional importance. The analyses showed that this step even played an important role in ecological development of Yunnan.

Village Woodland
It was observed during the study that due to superstitious nature and illiteracy of villagers, it has been believed from very long that village surrounded by the forests are the blessed ones. The villages on hill surrounded by forests are denoted as holly hills. Another type of protected woodland was the water source forests, villages surrounded by these forest gets continuous supply of water. These reasons were found as the main concerns of the villagers so they take great care of the forests surrounding there areas.

Agro-forestry
The facts, records and history of Yunnan showed that the agro-forestry was an ancient method of cultivation, which is still being used. In this a grain crop and tree plant are harvested at same place for cultivation, both plant takes the required time normally crops are harvested before and trees are left for years. In Yunnan soybean, maize, wheat, buckwheat and radish are intercropped between rows of pine trees and many other species used for medicinal purposes and many more.

Non-timber Products
The study conducted also reflected the importance of locals, and there uncounted role in the ecological development. It was observed that apart of the edible, medicinal and fuels items being introduced and used by native people of Yunnan. The locals also informed that they have even invented a coloured food die from dry flower, one of the yellow die which is used to colour rice for the celebration of their grand Pangwang Festival. The creativity of citizen plays an important role in promotion of ecotourism, as festivals, customs and domestic traditional inventions grabs great eyes of tourists.

Handicrafts
Domestic residents of Yunnan are highly skilled. The participants informed that due to rich resources of land and the cultural development from last many centuries Yunnan hold great important in hand made products. The products made by the forest woods and other natural resources reflect cultural and artistic nature of Yunnans citizens. The handy crafts like Jainchun wood carvings, tengchong ratten wares and Dali wood-marble are of great importance among the tourists.

Ecotourists attributes in Yunnan
This part is the reflection about the types of ecotourist there nature and requirements analysed by consulting secondary data. The locals briefed that the major proportions of tourist in love of nature visiting Yunnan are the domestic tourist, from other parts of china. As Ying Yang Petersen (1995149) (NOTE YOU MUST HAVE THE REFERENCE)stated

To the Chinese people, visiting a scenic place or historical place is always attached to symbolic expectations. In order to watch the sun rising over MT Tai (Tai Shan), for example, many old and young Chinese wait in the chilly darkness for hours. What they are really looking for is not simply the scene of the sun rising from the clouds but the experiences and reflections which have been memorialized again and again in Chinese poetry over centuries.

Being rich in tradition, culture, natural resources and the increased level of civilizations in urban areas even attracts citizens from patriotic element of exploring the secrets of nature. So the measures to grasp possible attention of not only foreign ecotourist but also the domestic tourists are of greater importance for Yunnan.
A visitor experience is a complex interaction between people and their internal states, the activity they are undertaking and the social and natural environment in which they find themselves (Borrie and Roggenbuck, 1998 p.115) (NOTE YOU MUST HAVE THE REFERENCE).  Janet Cochrane (2006) (NOTE YOU MUST HAVE THE REFERENCE) in a journal of protected programme had defined seven types of visitors this journal was used as a secondary source to study about the types and attributes of ecotourists. The elaboration of types of visitors, their attributes and requirements are presented in the table below
Table 2Types of visitors, their attributes and requirements

Tourist typeDemographic and behavioural
CharacteristicsPreferences for facilities and experiences

EliteRich, perhaps sports or entertainment celebrity, CEO of major company, or royalty. Willing to pay large sums for exclusivity.Need top-class facilities and services, e.g. luxury lodges  camps, rapid transport connections and good communications, good-quality wildlife and wilderness experiences.

Special Interest

Hobby oriented, adventurous, often wealthy. Travel alone or with a small group of like-minded others.May have little interest in culture unless part of the tour focus or hobby. Require special facilities, e.g. fishing-boats, bird-guides, dive equipment. Can manage uneasiness and long travel for aims.

General Interest

Often prefer security, company and convenience of group tour, although increasingly travel as individuals on altered journey with a tour operator. Usually wealthy, at time active, perhaps busy professionals with limited time. Includes expatriates resident in developing countries.Restless for naturewildlife when unavailable to approach, and on easily-accessible cultural aspects. Need facilities and organised activities for soft adventure and accessing park, e.g. easy hiking trails. Usually uninterested in long travelling. Require top facilities but in case of unavailability can even cooperate for some time.

Backpacker Plus

Usually knowledgeable travellers and generally in a high ranked personnel may have taken sabbatical to travel for longer periods.Thirsty about knowledge related to nature and culture and good learners. Accept basic facilities, but prefer more upmarket accommodation when available can pay for additional services to facilitate and intensify experiences.

Backpacker

Efficient travellers who like to travel the most in limited resources, often take interval during studies and initiating a career May join organised project for all or part of the trip.Being cost effective they do not mind managing in cheap facilities like cheap transportation, accommodation etc. they travel for experience and enjoy activities than learning about nature and culture.

MassInexperienced travellers,
Like to travel in group form, may be financially sound. Includes cruise ship passengers and some safari tourists.Are comforts conscious like to explore things but dont mind going in details, have appreciation of culture and nature but does not want to learn deeply about them.

ExplorerIndividualistic, solitary, adventurous. May be sound financially but not spend thrift.Not extra ordinary comfort conscious like to avail local facilities for tourismSource Protected area programme journal Vol. 16 No 2, The visitor experience challenge 2006 (NOTE YOU MUST HAVE THE REFERENCE)
It was observed that usually tourists visit Yunnan for short periods and limited destinations except of the research groups. The main flow of tourists was observed to be seasonal being affected by the holidays like 1st to 7th of May, 1st to 7th of October, summer vacation, winter vacation were noted as peak season by observing reports and recording views of locals and officials.

Yunnans Ecotourism Market based on SWOT Analysis
To analyse the scope of growth in ecotourism of Yunnan, we can go through SWOT analyses just like Li Maobiao, Zahna Hui and Ye Wen (2005) (NOTE YOU MUST HAVE THE REFERENCE) has under gone in their research, that research states
Strength
Weakness
Opportunities
Threat
Strength
Yunnan has a global importance for its diversity of resources. Yunnan can be diversifies into
Biological diversity-ecosystem and species
Geological diversity-landscape
Cultural diversity-ethnic
Yunnan is rich in natural resources and forest parks
Mild climatic conditions, all large rate of tourist all around the year
An important gateway for south East Asian countries to reach china, and a connecting way to reach ASEAN countries from other places of China
Playing a great role in developing and accelerating chain industries, and contributing toward reestablishment of rural industries
Promotion of science based tourism planning and product development, due to the researches being done in historical and contemporary botanical and geological studies.

Increase in trends toward skilled professional, or labour with certain knowledge and their interaction with visitors related to it e.g. awareness of ecosystem, plants, animals

Weakness
Lack of ecotourism product development, marketing and promotion both domestically and internationally
Underdeveloped transportation and communication modes at some areas
Draw backs in planning and strategy making specially regarded to ecotourism planning, even local communities does not play positive role in initial tourism planning
Unavailability of effective monitoring of sensitive areas
Low rate of education, resulting in unskilful workers especially as an ecotourism guide e.t.c
Lack in ecotourism development and management, due to insufficiency of resources or proper management

Opportunities
Promoting ecotourism nationally and internationally
Increase economic conditions and upraise living standard
Increase in trend of nature experience and environmental services
Government attention towards ecological development
The ASEAN-Yunnan development initiative and chinas accession to WTO for development
Promotion of tourism by NGOs for poverty alleviation and saving nature.
Threats
Potential competition
Susceptible ethnic culture for peripheral culture of visitors
Overdevelopment effecting ecotourism
Unorganised planning, infrastructure and product development can harm ecosystem
Dangerous disease threats may affect the incoming of visitors

SWOT analyses has provided the detailed and short view about Yunnan present ecotourism situation, further neighbouring countries can also play a great role for Yunnan ecotourism development. Further there shall be even future oriented steps to be taken place to promote Yunnan ecotourism. We will also include some future strategies that could be helpful for developing ecotourism product of Yunnan.

TOWS Matrix for Ecotourism development Strategy
To represent these strategies we will adopt TOWS module, we will analyse this topic with reference of the case study commenced by Coy e, G. (2002) (NOTE YOU MUST HAVE THE REFERENCE) but we will be implementing his studies according to Yunnan ecotourism situation. The authorities of Yunnan and other concerned departments shall consider following aspects for making strategies in coming time for promoting ecotourism in their sectors

Authorities must be independent and shall have effective control and influence over the region, to regulate policies suitable for the ecotourism development rather than depending on recommendations.

Adaptation of influential 20 years management plan shall play a very important and helpful role in success of ecotourism
Mutual and devoted concerns and there implementation for proper research of growth and its functions will be required and shall be brought into practice
By the study and resources we have came to know that local community play a very vital role as human resource for the ecotourism sector, so this can be said that presently Yunnan is not facing any problem regarding human resource issue, but the need is required to implement strategies in order to sustain the present level and do not let it diminish.

Though the locals are participating full in the business but they are provided quite low returns, it is observed that guides, drivers etc are paid very low wages and depend upon the commissions the earn, in this case to maintain the human resource level and promotion of  small scale business better returns shall be given.
Measurements shall be done to extend scope of training, knowledge, marketing and promotion
Financial support must be accelerated from any source either public or private level.

Promotion of foreign direct investment on personal terms, conditions and proper monitoring could even be adopted.

The effects of such implementations can be analysed according to TOWS analyses. These could be the possible threats, opportunities, weaknesses and strengths that can occur in implantations of such strategies. We will be working on making relevant strategies related to above mentioned issues by step to step process of TOWS analyses been shown in tabular form below

Step 1 Identification of TOWS
THREATS
TI,     Contradictory views (e.g. political views)
TII,    Frivolous  actions
TIII,   Permanent deprivation
TIV,   Disinclination towards support
            contentment
TV,    Decline in standard of water
TVI,   Decline in supply of water
TVII,  Amplified property authorization and deprivation
TVIII, Bringing in new plants and fauna
TIX,   Amplified population
TX,    Unintentional cost of counteractive methodsOPPORTUNITIES
OI, Domestic volunteers
OII, Accepted estimation
OIII, Economic stability
OIV, Ecotourism activity
OV, Minimum reliance on resource
            demanding business
OVI, Accessibility of global study
OVII, Prospective for innovative industries synchronized management endeavourWEAKNESSES
WI,     Deficiency of harmony
WII,    Inconsistency of interests
WIII,   Quantity of interest factions
WIV,  Authoritarian variances
WV,    Limited availability of water
WVI,   Finance limitation for development and research
WVII,  Unintentional cost of counteractive methods
WVIII, High requirement on financial        supportSTRENGTHS
 SI,     Clear vision of the results
 SII,    Quantity of interest factions
 SIII,   Amplified ecological apprehensions
 SIV,   Health apprehensions
 SV,     Reminiscence of previous   situation
 SVI,   Active research foundations
 SVII,  Enhanced agricultural traditions
 SVIII, Practice of minimal water usage
 SIX,    Lowland growth
 SX,     Land heed and other scheme
 SXI,    Contradictory domestic visions Source Can we model strategic issues case study by Coyle G. (2002)
Step 2 Identification of actions from TOWS
ThreatsOpportunitiesWeaknesses1 Measures taken according to long scale planning

(WII,WIV,TI,OIX)

2 Amplify civic knowledge

(WI,WII,WIII,WIV,TI,TII,TIV,SI,SII,
SIII,SI)

3 Support community participation

(OI,OII,OIV,TI,TIII,SI,SII,SIII,SIV,WII,WIII)

4 Support private speculation in sustainable areas

(OIV,OVII,WIV,WVI,SIII,TIV)8 Maintain healthy
ecological research and exercises

(OIII,WVI,WVII,WVIII,SVII,
SVIII,SIV,SX,TVI,TVII,
TVIII,TIX)

9 Endorse innovative production using global research for minimization of water consumption and better quality
         
(OVI,OVII,TVI,TVII,TVIII,TIX,WV)Strengths5 Get the most out of on active research
foundations by complete backing it up
resulting in its prosperity

(WVI,SVI,SVII,OVII,TIV,TVI,TVII,WV)

7 Promote innovative measures for overcoming urgent perils

(SVII,SVIII,SIX,SX,TII,TIII,TVI,TVII)10 Implementation of better
Agricultural and ecological exercises
with advance and global research to
strengthen the quality

(OVI,OVII,TVI,SVI,SVII,SVIII)

11Facilitate interface among concern groups to decrease variances in
views      

(OI,OIX,SII,S1XI,WI,WII,WIII,WIV)

12Eencourage ecotourism increasing
knowledge and revenue generation
that can be used in research

(SIII,TVI,OIV,WVI)
Source Can we model strategic issues case study by Coyle G. (2002)

Step 3 Strategy formation through combined activities
cOMBINED aCTIVITIESStrategies2 Amplify civic knowledge
3 Support community participation
11Eencourage ecotourism increasing knowledge and
revenue generation that can be used in research
A Endorse knowledge.5 Get the most out of on active research foundations by complete backing it up resulting in its prosperity

6 Maintain healthy ecological research and exercises

8 Implementation of better Agricultural and ecological exercises with advance and global research to strengthen the qualityB Research endorsement and get the most out of the information.1 Measures taken according to long scale planning

6 Promote innovative measures for overcoming urgent perils

10 Facilitate interface among concern groups to decrease variances in views       C Amplify management of financial support, sustainability and development.4 Support private speculation in sustainable areas

8 Endorse innovative production using global research for minimization of water consumption and better quality

11Eencourage ecotourism increasing knowledge and
revenue generation that can be used in researchD Endorse productivity. Source Can we model strategic issues case study by Coyle G. (2002)

4.5 Marketing promotion (future strategy)
Presently Yunnan lacks attention of potential international tourists, though the other cities of China like Beijing, Xian and Shanghai, but there are certain areas of Yunnan like Dali, Xishuangbanna and Shangri La due to cultural and natural value are destination points of certain tourists type. The main reason behind the negligence of Yunnan ecotourism sector is the lack of proper marketing and promotion up to international standards. The proper marketing for ecotourism promotion as per requirement for domestic and international market is not being done appropriately. Need is required to renovate and adopt proper marketing strategies which is the prime objective of this dissertation. By over viewing the market condition a personnel conclusion is made that there are various methods that can be adopted to promote ecotourism as a product which are
Promotion through media
Trading gifting local handicrafts
Inviting guests
Increasing connectivity
Customer satisfaction

Promotion through media
Media play an important role in todays world of globalisation. Media is the fastest and latest mode of providing information from one part of world to the other. In the case of Yunnan promoting ecotourism product strengthening media sources is every essential. Media sources will include
Paper media
Electronic media
 Paper media

Yunnan authorities shall establish organisations that can work to portray sites and natural aspects by exploring, printing and distributing sources like photographs, magazines, pamphlets, journals, brochures, bill boards, etc. This type of contents shall even contain some literary views like history, descriptions, reviews, over views etc.

Need is required to promote writing skills so that the beauty and ecological structure of Yunnan can be
defined in words in article, stories and other type of literatures.

Public and private industries shall also play their role in paper based promotion they can provide documentary evidence and reports by introducing ecotourism awareness programmes and training provided to the visitors.

There is even no harm if the authorities of Yunnan shall reach China government to make amendments to promote their ecotourism  in the academic structure of their students, so that they could be aware of the natural richness and raise curiosity to visit such areas, this could even elevate domestic tourism
Efforts shall be done to introduce different areas of Yunnan in to ecotourism package catalogues, offered by different tourist companies nationally and internationally. This will not only help gathering ecotourists but even if they did not choose Yunnan as their priority, they will still remember it in their memories due to the long lasting effect of beautifully catalogued images, and there could be high possibility of consideration in that case.

Electronic media
Proper advertisement both on national and international level shall be done for ecotourism promotion, advertising shall be through plat form of
Internet
Television

Internet it is the vast growing platform of todays era, proper presentations through websites, sharing of images, sharing personal or fictitious experiences, brand publicising by making all relevant information related to ecotourism available on single click.

Television it can also play a very vital role, people believe what they see and by the eye of television everything seem so real that it can gain attention of nearly every one. One special way is to allow international film and drama industry to use areas of Yunnan to capture as their locations. Public and private tourism companies shall also allocate budgets for television advertisement this can also help as an effecting agent.

Factors affecting the ecotourism market
There are others prime factors of study also which are required to be developed for better tourism perspectives. A brief idea about this definition is explained by Dr. Marc McDill (1999) (NOTE YOU MUST HAVE THE REFERENCE)and his team, which is illustrated in table 5 below and further discussed ahead.

Table 5. Segments of the definition of ecotourism and its factors
Segments of Ecotourism DefinitionFactors
environmentally conscious nature-based travel
enjoyed by people interested in learning about the
nature, history and culture of the area visited,
Natural Environment
Culture
Education
Travel
People
while providing economic and social benefits to host
communities by expanding the communitys economic
base,
Economic
Social

Community
and contributing to natural resource conservation
through nature interpretation and environmental
education Marc McDill (1999) (NOTE YOU MUST HAVE THE REFERENCE)
Natural Resource Conservation
EducationSource Promoting Ecotourism on Private Lands

Economic factor
Economic stability is the key of success to any field. So is the need to strengthen economic stability within Yunnan, the flourishing ecotourism can provide economic stability by the inflow of business by providing tours and facilitation ecotourists. As the tourism is related to service industry and its demand fluctuate rapidly due to influences of many reasons like, season, weather, political and economic conditions, but still there is great scope of success. The advancement in facilitation by high skilled management, better providence of resources, proper education, publicity of ecotourism as a product suitable for every season and marketing the facilitations available for tolerance of all type of weather, could result in stabilising the economic conditions. Need is required to give full opportunity to local investments in the field of ecotourism and avoid leakages as much as possible, as the transferring of generated income to abroad is a main reason economic fluctuation.

Social factor
Social factor is another very important factor that can influences Yunnan ecotourism development product. The factors like the reflection of culture, hospitality, life style, behaviour and other expression of locals on tourist create great impression. No one likes to visit a place where no cooperation, rude behaviour, no sense of security and a feeling of dislike is present, whether someone from abroad or within China. According to Mathiesen and Wall and (1982) (NOTE YOU MUST HAVE THE REFERENCE) Social factors are related to social structure and organization, including demographic characteristics, availability and quality of social amenities, attitudes toward tourists, and local traditions and culture.

Environmental factor
Mathiesen and Wall (1982) (NOTE YOU MUST HAVE THE REFERENCE) had referred Environmental factors refer to the natural Environment such as natural features and the ecological processes occurring in an area. The environment for tourists and the place of tourism plays an important role, especially for the traveller of undistributed areas. Efforts should be made to minimise the adverse effect of the resources, though the climate cannot be controlled but measure could be made to keep the atmosphere under control by making preventive measures, by which the tourist could enjoy the environment and uncertain climate at full but it shall not disturb

The above arguments of literature review section and methodology can be supported n detail by the PEST analyses, which will provide understanding about ecotourism and its sustainability impact upon various sectors.

PEST Analyses

Political
Economic
Safety and security
Anti terrorism zone
Fluctuating government
Lack of support from authorities
Religious issue
Racial discrimination
Relations of Yunnan with the neighbouring provinces and countries
Role of Yunnan in Global ecotourism development prospects
Requirement of international accreditation
Proper infrastructure
Suitable promotional movements
Relaxation of taxes
Reduction in VAT on airlines

Gross Domestic Product of Yunnan
Demand and Supply features related to ecotourism
Exchange rate issue
Per capita (disposable) level of income
Average propensity of spending
Social
TechnologicalHigh rate of Population
Communication problem like standard language
Unawareness from ecological facts
Increase in living standard
Development and sustainability of ecological scenic spots
Arrangement of carnivals, cultural and traditional trade fairs, festivals, exhibition shows
Global warming
Utilization of energy
water eminence improvisation
Green Revolution trendImproved transportation methods, new routes, proper road ways and highways, green buses etc
Revolutionary development of ecommerce or Yunnan ecotourism
Service available for ecotourists on airport and other places
Under developing systems like airports stations, etc
Trend towards online marketing being adopted by many agents and travel companies

Chapter 5
Conclusion
Objective 1 To introduce the fundamental concepts of the ecotourism product
Conclusion This objective has been clearly defined in the second chapter of the dissertation in which provide detail understanding about the ecotourism products its type, classes etc. when marketing ecotourism unlike every industry ecotourism shall be also treated as product, either providing goods or services for the satisfaction of the customer. It is the facilities and features that is offered to the visitors in order to attain utmost out of their trip. The ecotourism is getting global day by day and increasing rate of ecommerce is opening international horizons for ecotourism activities of Yunnan also. The ecotourism product also consist of certain characteristics which are defined in chapter 2, these characteristics helps in sustainability of ecotourism along with increase in revenue for the region, making ecotourism industry as the backbone of Yunnan.

Information abstracted from
Chapter 2
Definition of Ecotourism product by Monreve (2009)
(See Reference list for details)

Objective 2 To investigate the available ecotourism product (resource) in Yunnan Province
The available ecotourism product resources of Yunnan have also been discussed in detail in chapter 4. In the finding parts the analyses of research provided the information about the enriched resources available in Yunnan province. It was closely studied that Yunnan is rich in diversity having cultural, religious, ecological, climatically diversifications. It has even landscape and eco system diversities which are mentioned in chapter four. While the natural resources like, mountains forests, snow peaks volcanoes, lakes, landscape and red earth area are of huge importance in Yunnan. There are even many zones and natural parks established in Yunnan that are promoting ecotourism not only nationally but also internationally.
Information abstracted from

Chapter 4
Ecotourism in north west Yunnan by northwest Yunnan.com(n.d.)
(See Reference list for details)

Objective 3 To evaluate Yunnans ecotourism market which will slip into two parts
To identify the possible factors that affects Yunnans ecotourism product development
To discuss the development strategy and present a TOWS matrix matching a number of strategies to support to Yunnans ecotourism development

Conclusion This has been done in chapter four and chapter two both, the possible factors of a product market and the affects of ecotourism product development in Yunnan is introduced in the literature review part of the dissertation the theories is proved in the finding chapter which is based upon the analyses of data collected by the research.

The current strategy being governor in yunnan is stated in chapter two, while the development strategies and future recommended strategies is present in the finding chapter four. In this chapter many analysis like SWOT, PEST and above all TOWS was conducted. The TOWS analyses is derived in such a way that it leads to a step to step process which in the end provide the knowledge about the strategies that shall be implemented.

NOTE Information abstracted from Self opinion no reference)

In this study we have closely studied the current and previous status of threats, opportunities, resources biodiversity, conservation of resources and aspects related to them covering Yunnan ecotourism product promotion. We have even identified suitable sites for developing and promoting ecotourism and suggestion to develop zones has also been given. We have highlighted the areas which shall be considered for development, those are the areas of basic requirements that ecotourists requires. We have even deeply studied the type and nature of ecotourists which can help the Yunnan authorities to use as a reference of help while conducting market research, or analysing scopes. Even need of promotion is to be done keeping the attributes and demands of the tourists in mind. We have even provided literature regarding the product development of ecotourism, its upon the authorities now that how they manage to over view such facts. One other main area of discussion was the product branding and market competition, the study and research in this area and the development leads to generation of product diversity. Need is required to adopt proper channels to publicise and market the ecotourism aspects of Yunnan so that it can be more famous and common place of tourism like places of USA, Canada, Sweden etc. we have provided suitable marketing tips that can be adopted to give Yunnan ecotourism not only national accreditation but even international.