A strategic analysis for cultural tourism in China's western region

The article aims to find a solution for the development of cultural tourism in the western region in China, to identify the critical factors which are essential for enterprise development, and to recommend key elements of a strategy for government departments and indigenous organizations to assist the western region to establish and operate cultural tourism business. The outcomes of the research are expected to boost the economic development of western region as well as the intercultural communication between China and other countries in the world. The research is designed to view the cultural tourism industry as a "sunrise" industry, one of the emerging "service industries". From a strategic perspective, the interdisciplinary research will be carried out mainly with one business research method and consulting techniques, i.e. SWOT analysis. The target objects cover a wide range of the cultural-related products or services in tourism industry, including museums, historical heritage, arts and crafts, festivals, folklores and so on. The strategic analysis will be developed for the benefit of the people in western region, those who currently operating tourism products within the cultural tourism range and groups interested or will be interested in developing cultural tourism enterprises.