Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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governments’ view that market forces and modernization should prevail outside such heritage designation.
Moreover, the Beijing Planning Commission, another government body responsible for the city’s modern 
development, attempts to present Beijing as an emerging international city and to tear down some old and congested 
areas including the Hutongs.
 
Private sector 
The two most salient Hutong tourism and conservation initiatives in private sector were Beijing Hutong 
Tour Company and Lu Song Yuan Guesthouse. Both exemplified cultural integrity in their development of tourism 
products. Problems and concerns in their cultural preservation pursuit were respectively listed. 
Beijing Hutong Tour Company was first established in 1993 when a savvy photographer of the Hutongs
 
realized the potential tourism value of the Hutongs for international tourists. It offered international tourists 
rickshaw tours and house visits to a retired resident in the Hutongs neighborhood. The initial intention for starting 
the Hutong tour company was to raise public awareness of the Hutongs heritage and promote the Hutongs’ cultural 
identity. Very soon, the popularity of the Hutong tour among international tourists and the overwhelming economic 
benefits thereafter attracted many “copycat” tour operators. It is estimated that around 140,000 tourists undertake the 
Hutong tour annually. Among them most are Europeans and Americans who find the Hutongs’ visual appeal and 
ambience culturally attractive.
To gain market strength, Beijing Hutong Tour Company planned to partner with government agencies to 
fence off the growing competition from the industry. However, city planners haven’t fully recognized the value of 
the Hutong tour in bringing individual tourist and group alike to experience the historic and cultural district of 
Beijing.
Another Hutong
 
related tourist product is Lu Song Yuan Guesthouse. The guesthouse is located at 
Banchang Hutong. Each building’s interior is an ornate recreation of traditional lifestyle of old-time imperials with 
the international tourist as the market in mind. The developer of the guesthouse invested substantially in the 
renovation of the traditional courtyard and strived hard in keeping its original structure and look. Some 
modifications were made to install hidden modern facilities in the guesthouse, such as a heating and sewage system. 
The elegance and exclusiveness of courtyard living was accomplished and preserved. The guesthouse responded to 
the market need for niche heritage tourism products and was well received by international tourists. The rate charged 
at 600-700 Yuan per night was much higher than other hotels in the same lodging category, but it was still in high 
demand among the international tourists.
Stimulated by the success of blending culture with tourism products, a few entrepreneurs invested and built 
restaurants and accommodations in the Hutong neighborhood through adaptive reuse of the heritage courtyards. 
While such reuses were acknowledged by heritage authorities, they were not actively encouraged with incentives 
even when this may be the only way to retain and conserve the heritage.