Complementary Effects of Agricultural Tourism and Tourist Destination Brands in Preserved Scenic Areas in Mountain Areas of China and Europe

Abstract

Many scenic areas in mountain regions have attained preservation status, which enhances strategies to attract tourists based on its unique natural or cultural resources and its original brand. It is a particular challenge for plant-dependent assets how tourist attraction for the scenic areas could be increased in the off-season, taking account of the strong seasonal fluctuations. The paper focuses on lessons from a specific case of preserved scenic area, the area of rhododendron (“Dujuan” in Chinese) and compares it with several European examples. As indicated in the denomination of “Baili Dujuan” Scenic Area, a National Park in Guizhou Province in China, this plant is the leading asset in that area. The characteristics of the seasonal flowering of rhododendrons causes Baili Dujuan serious problems of a seasonal tourist offer. For several years Baili Dujuan has been promoting complementary activities of agricultural tourism and developing a brand of flower-enjoying destinations, by supporting the local farmers to grow also other economic flowers and fruit trees that bloom in different seasons. Such instruments have contributed to extend the flow of tourists for longer periods of the year, generating also substantial benefits to farmers and other local industries. Based on the emerging initiatives in Baili Dujuan and interesting experiences from protected mountain areas in Europe, the complementary effects of agritourism and tourist destination brands in Preserved Scenic Areas will be explored for further development.

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