4. So you think you know China? 你认为你了解中国了吗？ Photograph by very kind permission of Mr Li, Cultural Heritage Management Officer, Matisi Scenic Area Administration Office 照片由马蹄寺景区管委会文化遗产管理办公室，李先生提供 Foothills of the Qilianshan, western Gansu 祁连山麓，甘肃西部
5. Photograph by very kind permission of Mr Li, Cultural Heritage Management Officer, Matisi Scenic Area Administration Office 照片由马蹄寺景区管委会文化遗产管理办公室，李先生提供 Matisi, Zhangye, Gansu 马蹄寺，甘肃 张掖
7. Scenic Spot 景点 Characteristics: 特点： Defined Place 固定地点 Strictly Delimited 严格的界限 Promoted as “A Scenic Spot” 作为“景点”促销 Isolated from Context 与周边环境相独立 A Presentation 有一定的主题或含义 Managed 需要管理 Created or Recreated History, Society 传承或者创造着历史、社会 Outcomes: 现状： Unconnected 独立存在 Weak Promotion and Marketing 宣传促销不够 Few Synergies 合作少 “ Everything Charged” 乱收费 Destination 目的地 Characteristics: 特点： Defined or Undefined Area 固定或不固定的地点 Partially Delimited 部分划界 Promoted as “An Area” 作为“一个区域”来推广 Context is Everything 周边环境都包括在内 Unstaged 不正规 Unmanaged 没有专门的管理 Product of History 历史产物 Outcomes: 现状： Usually connected 通常是独立的 Stronger Promotion and Marketing 宣传促销较强 Natural Synergies 与其他部门自然形成 合作 Focused Charging 集中收费
8. The dilemma 困惑 Anxi County (renamed Guazhou County in late 2005), Jiuquan, Gansu 甘肃酒泉安西县（ 2005 年末更名为瓜州县） Twenty three significant Silk Road sites; only one mentioned in any foreign guidebook (Yulin Grottos) and Only three mentioned in Chinese language guidebooks (+ Eastern Qianfodong, Suoyang) 丝绸之路上的 23 处重要景点，仅有 1 处可以在外文旅行指南上找到（榆林石窟），仅有 3 处在中文旅行指南上 有所介绍（榆林石窟，东千佛洞，琐阳石窟）
9. Small villages…. 小村镇 …… Anxi County, Jiuquan, Gansu 安西县，甘肃酒泉 Unknown little snippets of history. 不为人知的历史片断 Ask the locals for details. Everyone will come out to tell you what it is it for. And insist that you have lunch with them afterwards. 问当地人关于村子的故事，每个人都会告诉你这是什么，做什么用的。并且坚持邀请你与他们共进午餐。 I’m not going to spoil the surprise. 我想保留这份惊喜。 This is not Beijing. Or Shanghai, Guilin or Xi’an. This is local China, with 5,000 years of history waiting for you. 这不是北京、上海、桂林或者西安。这是最本色的中国，有着 5000 年历史的她在等待你们。
14. Body of Best Practice Government Ministries Key Universities Key Institutes Provincial Authorities Municipal Authorities Prefectures, Counties, Districts Heritage Sites Tourism Sites SACH CNTA Ministry of Construction, etc Peking Tsinghua Sichuan, etc CAS CASS Dunhuang, etc ENORMOUS GAP China: two worlds
18. Structure of Government…provincial and below - simplified Municipal Government Tourism Bureau Cultural Heritage Bureau Development & Reform Commission Taxation Bureau Commerce Bureau Personnel Bureau Labour and Social Security Bureau Public Security Bureau Environmental Protection Bureau Pricing and Quality Bureau Education Bureau Finance Bureau Communication Bureau Transportation Bureau Railway Bureau Religious Affairs Bureau Ethnic Nationalities Bureau Water Resources Bureau Forestry Bureau Construction Bureau Vice-Mayor 1 Vice-Mayor 2 “ Rural” Scenic Area Administration Bureau “ Urban” Tourism Development Company Direct Inputs Direct or Indirect Inputs
21. Intangible heritage 无形文化遗产 Suoyang, Anxi County, Jiuquan, Gansu 锁阳，甘肃酒泉 安西县 Rot of cynomorium plant, found at Suoyang and reason for its original construction 2,000 years ago. Earns the site twice as much as gate revenue. 琐阳，名贵药材，又称沙漠人参，出土于甘肃琐阳，据考证其历史可以追溯到 2000 年前。此种遗产使 琐阳城门票收入翻了一番。
22. Structure of Government…provincial and below - simplified Municipal Government Tourism Bureau Cultural Heritage Bureau Development & Reform Commission Taxation Bureau Commerce Bureau Personnel Bureau Labour and Social Security Bureau Public Security Bureau Environmental Protection Bureau Pricing and Quality Bureau Education Bureau Finance Bureau Communication Bureau Transportation Bureau Railway Bureau Religious Affairs Bureau Ethnic Nationalities Bureau Water Resources Bureau Forestry Bureau Construction Bureau Vice-Mayor 1 Vice-Mayor 2 “ Rural” Scenic Area Administration Bureau “ Urban” Tourism Development Company Direct Inputs Direct or Indirect Inputs
