Much of the attention in tourism related to China has been focusing on Chinese outbound tourists and their behaviour. What appears to be under investigated is the tourism industry within China, especially regional tourism development and its sustainability during industrial transition period. Based on a preliminary research, this chapter presents a study which showcases regional areas pursuing sustainable tourism growth in recent years. Drawing largely from the data on the events and activities developed by an emerging natural tourism destination (Genhe, China) throughout a four-year span, the chapter provides a snapshot of how the region has evolved from a forestry industrial area to an innovative tourism destination. This chapter describes how the different stakeholders participate in achieving the region’s development goals – environmental, social and economic sustainability. By analysing their tourism development initiatives, this chapter contributes to the understanding of tourism sustainability in Asia, particularly in the emerging regions. It also provides implications and recommendations for the future of the tourism development in the pursuit of sustainability in the regions that are not yet exploited.

Item Type:	Research Book Chapter
Keywords:	sustainable tourism, Asian tourism, China tourism, regional tourism, tourism stakeholders, sustainability
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing not elsewhere classified
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Ma, Y (Dr Yue Ma)
UTAS Author:	Yang, L (Dr Lin Yang)
ID Code:	145813
Year Published:	In Press
Deposited By:	TSBE
Deposited On:	2021-08-06
Last Modified:	2021-09-24
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