The tourism sector is nowadays one of the biggest and fastest growing sectors in the world. Society is witnessing at a global scale an increasing awareness concerning the importance of sustainability, and the tourism industry is proving this with the constant growth of responsible travel segments, such as eco-tourism, responsible tourism or sustainable tourism. Indeed, eco-tourism aims at promoting a sustainable way of travelling, being environmentally and socially responsible. It has the power to stimulate local economy, foster environmental awareness, provide funds for conservation, respect and empower local cultures and promote cultural preservation. The Chinese tourism market is still a newborn, but it is booming as no others in the world. China constitutes an ideal arena for the development of eco-tourism, considering its topography, its abundant biodiversity and its rich cultural and natural heritage, but despite the great potential of the Country, the development of eco-tourism is still immature and in need of proper planning and management. On these premises, this study aims to investigate new possible ways in which service design, thanks to its systemic, multidisciplinary approach and a continuous attention for all the users involved in the system could support the integration of eco-tourism in the Chinese context. In order to achieve its objective, the study adopts different methods from both primary and secondary research, including desk research, surveys, interviews, shadowing, observations and so on. The thesis at first analyses the development of the tourism and eco-tourism sector in China and its socio-cultural, economic, and environmental impacts. In a second stage, it focuses on the tourists’ perception, needs and behaviours in regards of eco-tourism from a transcultural point of view. Following this phase, an on-field analysis has been carried out in the region of Yunnan, analysing a specific tourism context and Wild Mountain, a newborn eco-tourism company. The thesis concludes with the presentation of the findings of the research, and the final outcome of the study: Lǜ, a physical toolkit organized around several activities, whose goal is to support the network of stakeholders involved in the tourism industry in China in the development of eco-tourism at their destination, making it an easier, more engaging experience.
Oggigiorno il turismo è uno dei settori più grandi e maggiormente in crescita al mondo. A livello globale la società sta acquisendo sempre più consapevolezza riguardo l’importanza della sostenibilità, e l’industria del turismo lo dimostra con il costante sviluppo di nuovi categorie di viaggio come l’eco-turismo, il turismo responsabile, o il turismo sostenibile. L’eco-turismo, infatti, si pone l’obiettivo di promuovere una tipologia di viaggio sostenibile, che sia ambientalmente e socialmente responsabile. Se sviluppato adeguatamente, questi ha il potere di stimolare economie locali, incoraggiare consapevolezza ambientale, generare fondi per la conservazione, rispettare e rafforzare culture locali e infine promuovere la preservazione della cultura. Il mercato del turismo cinese è ancora giovane, ma sta crescendo esponenzialmente come nessun altro al mondo. Considerando la sua topografia, l’abbondante biodiversità e il ricco patrimonio naturale e culturale che la contraddistingue, la Cina costituisce un contesto ideale per lo sviluppo dell’eco-turismo, ma nonostante l’enorme potenziale del Paese, il settore è ancora rudimentale e necessita una seria pianificazione e gestione. Su queste premesse, lo studio mira ad investigare nuove possibili soluzioni con cui il service design, grazie al suo approccio sistemico e multidisciplinare e ad una continua attenzione agli utenti coinvolti nel sistema, potrebbe supportare l’integrazione dell’eco-turismo nel contesto cinese. Per poter raggiungere questi obiettivi, lo studio adotta diversi metodi di ricerca primaria e secondaria, tra cui desk research, questionari, interviste, shadowing, osservazioni e altri. In un primo momento la tesi analizza lo sviluppo del turismo e dell’eco-turismo in Cina e gli impatti che questo ha ed ha avuto sul contesto socio-culturale, economico ed ambientale. In una seconda fase il focus si sposta sui turisti, e, da un punto di vista transculturale, si analizzano la percezione, i bisogni ed i comportamenti che questi hanno in merito all’ecoturismo. Successivamente la tesi riporta i frutti di una ricerca sul campo nella regione dello Yunnan, in cui sono stati analizzati uno specifico contesto turistico e Wild Mountain, una neonata compagnia di eco-turismo. La tesi si conclude con la presentazione dei risultati di ricerca e il progetto finale: Lǜ, un toolkit che propone diverse attività con l’obiettivo di supportare gli attori coincolti nel turismo in Cina a sviluppare eco-turismo nella propria destinazione, rendendola un’esperienza più facile e coinvolgente.
The contribution of service design to Shengtai Luyou : strengthening the culture of eco-tourism in China
CAZZANELLI, GIORGIA
2018/2019
Abstract
The tourism sector is nowadays one of the biggest and fastest growing sectors in the world. Society is witnessing at a global scale an increasing awareness concerning the importance of sustainability, and the tourism industry is proving this with the constant growth of responsible travel segments, such as eco-tourism, responsible tourism or sustainable tourism. Indeed, eco-tourism aims at promoting a sustainable way of travelling, being environmentally and socially responsible. It has the power to stimulate local economy, foster environmental awareness, provide funds for conservation, respect and empower local cultures and promote cultural preservation. The Chinese tourism market is still a newborn, but it is booming as no others in the world. China constitutes an ideal arena for the development of eco-tourism, considering its topography, its abundant biodiversity and its rich cultural and natural heritage, but despite the great potential of the Country, the development of eco-tourism is still immature and in need of proper planning and management. On these premises, this study aims to investigate new possible ways in which service design, thanks to its systemic, multidisciplinary approach and a continuous attention for all the users involved in the system could support the integration of eco-tourism in the Chinese context. In order to achieve its objective, the study adopts different methods from both primary and secondary research, including desk research, surveys, interviews, shadowing, observations and so on. The thesis at first analyses the development of the tourism and eco-tourism sector in China and its socio-cultural, economic, and environmental impacts. In a second stage, it focuses on the tourists’ perception, needs and behaviours in regards of eco-tourism from a transcultural point of view. Following this phase, an on-field analysis has been carried out in the region of Yunnan, analysing a specific tourism context and Wild Mountain, a newborn eco-tourism company. The thesis concludes with the presentation of the findings of the research, and the final outcome of the study: Lǜ, a physical toolkit organized around several activities, whose goal is to support the network of stakeholders involved in the tourism industry in China in the development of eco-tourism at their destination, making it an easier, more engaging experience.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/150285