This paper analyzes the status and evaluation of historical tourism resources in Huangshan City,
Anhui Province, China, based on a questionnaire survey of 172 tourists. In addition, it discusses how conscious the residents are of tourism and the branding of the city name, based on interviews with 24 local residents. Within Huangshan City is the Huangshan Scenic Area, a world-renowned natural tourism resource, and tourism development is taking advantage of that. On the other hand, this city also has valuable historical tourism resources, collectively called “Huizhou Culture”. However, the historical tourism resources in this region have dropped out of the limelight due to the influence of the Cultural Revolution and the renaming of the city from Huizhou to Huangshan in 1987. Looking at the results of the questionnaire survey of tourists conducted in an area where there are many historical tourism resources, their evaluation of Huizhou culture is not low, but it is not as high as for the Huangshan Scenic Area, a global tourism resource. As such, it can be argued that the local government's low interest in historical tourism resources and their management are problematic.
However, with the development of tourism, the residents are increasingly interested in local historical tourism resources, and many share the opinion that the city name should be changed back to Huizhou City. This dichotomy in the evaluation of Huizhou culture as a tourism resource creates a gap in the appreciation of the region and tourism between the government and residents. It is found that not only those engaged in tourism, but also many people who predominantly work outside the sector, have knowledge of and an interest in historical tourism resources and reverting the city to its former name. On the other hand, judging from the places where tourists come from and their other sightseeing purposes, there is the impression that the number of tourists is increasing due to the existence of the Huangshan Scenic Area, a more popular tourism resource. Therefore, the perceptions and comments of local residents regarding tourism and nostalgia for the city’s former name are not only in the economic context of the historical and cultural heritage as a tourist resource but also psychological factors such as their attachment to the region.
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