Abstract
China’s Belt and Road Initiative (BRI) clearly reads as an audacious vision for transforming the political and economic landscapes of Eurasia and Africa over the coming decades via a network of infrastructure partnerships across the energy, telecommunications, logistics, law, Information and Technology, transportation and tourism sectors. The BRI prioritises people-to-people connection. Various countries and cities will benefit from promoting cultural nationalism and local civic identities. The joint project of Belt and Road (B&R) embraces the trend towards a multi-polar world, economic globalization and cultural diversity for upholding global free trade, allocating many resources and deeply integrating marketers. The BRI is a remarkable example of the borderless nature of infrastructure development. This initiative aims to foster economic growth and investment along the ancient Silk Road trading route between Europe and the East. For instance, in Xinjiang, Urumqi, various resources promoting the culture of the area add value to the tourism industry. This study adopted a descriptive research design that encompasses a qualitative approach and addressed the residents’ perception and attitude towards tourism. In-depth interviews with residents were conducted. Recommendations were made for destination marketers and governmental practitioners on how to improve and facilitate tourism industry for Xinjiang, Urumqi.
Highlights
Belt and Road Initiative (BRI) is identified as the most significant and far-reaching initiative ever proposed by China
This study aims to investigate the views of the residents from the rural and urban areas, especially regarding their perceptions and attitudes towards the tourism development under the BRI
We investigate the local residents of Xinjiang, the influences affecting the development of residents’ perception towards tourism development through Belt and Road (B&R)
Summary
Belt and Road Initiative (BRI) is identified as the most significant and far-reaching initiative ever proposed by China. In 2013, Xi Jinping unveiled the Silk Road Economic Belt and 21st Century Maritime Silk Road policy initiatives as significant elements of Beijing’s current effort to improve ties and stimulate growth and development along its geographic periphery (Swaine, 2016). Xi Jinping delivered the concept of BRI at Nazarbayev University in 2013 as part of his visit to Kazakhastan. The BRI involves economic policies, which strengthen China’s influence and align with various countries and cities along the Silk Road. The concept of BRI is to integrate cooperative and mutually beneficial sets of maritime and land-based corridors linking European and Asian Markets (Swaine, 2016)
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