1. Creating sustainable communities in China: the case of Nong Jia Le in Anji, China
Julie Newton

2. Overview Sustainability in China Eco-tourism
Sustainable livelihoods approach
Eco-economy of Anji
Nong Jia Le: Experiencing rural life
NJL & sustainable livelihoods
Moving forward

3. Sustainability in China
3 factors affecting China’s sustainability (Ho, 2006)
SIZE
SPEED
SCARCITY
“pollute first, clean up later” attitude
Greening of State & Society
But doesn’t mean sustainability being pursued
Little on Sustainable Communities
Eco-demonstration programme
Eco-towns
“China faces internal dilemma of how to reconcile economic growth with ecological sustainability” (Ho & Vermeer, 2006).
Tianjin eco-town

4. Transformation of countryside
New Socialist Countryside movement (2005)
Marketisation and modernisation of rural countryside
Rise of township and village enterprises (TVEs)
Integrated rural/urban development
Challenges for sustainability
Innovation
ECOTOURISM
Nong Jia Le

5. Ecotourism No widely agreed definition, but agreement that includes:
“responsible travel to natural areas which conserves the environment and improves the wellbeing of local people” International ecotourism society (2010)
No widely agreed definition, but agreement that includes:
Travel to natural environment
Environmentally & socially responsible travel, generates funds to support conservation, provides benefits for host community
3 features:
nature-based
environmental & cultural education
sustainably managed (Blamey, 2001)
Ross & Wall (1999)

6. Ecotourism in China
Sheng Tai Nu You: “tourism that is not based on exploiting or harming the local environment ecology or society” (Wang et al, 2009).
2009: Chinese Ecotourism Year
National Ecotourism Development Plan (CNTA, 2008) mission of ET:
“advocating the harmony of the environment and the economy, strengthening construction of ecological environment, improving education, constantly meeting the demand of ecotourism, and ensure sustainable tourism development. Goals include the development of Chinese tourism industry into a green industry with sustainable development”
Types of ecotourism: forest recreation, wetland bird watching, desert exploration, prairie excursions and countryside experiences

7. Sustainable Livelihoods Framework
Livelihood =comprises the capabilities, assets and activities required for a means of living.
A livelihood is sustainable when it can cope with and recover from stresses and shocks, maintain or enhance its capabilities and assets
while not undermining the natural resource base (Chambers & Conway, 1992)

8. DFID (1999)

9. Land use layout of Anji in 2005
Source: Anji Comprehensive Plan

10. Anji Eco-economy
Target: “most beautiful countryside in China” through integrated urban-rural development
Endogenous ecological development
Local eco-economy: bamboo processing, local food, eco-tourism, and local energy
Local government as enabler: provide physical infrastructure/eco-awards
Regenerate villages and independent/viable communities
Each village has own economic niche
Achievements:
Diversified industrial and service sector base
Reduced income disparities between urban and rural
680,000 tourists, generating Y62.4 billion (Anji Statistical Bureau, 2008)

11. Nong Jia Le: rural ecotourism
“Experiencing Life in Rural Area”
Nong = agriculture/ rural
Jia = family/home
Le = activities
Involves:
Staying in rural accommodation overnight
Eating local food
Rural experiences (working on farm, pick your own, outdoor activities)
marketed as ecotourism

12. RICH natural resource base Combination of capital assets
Natural capital: natural resource stocks (land, water, wildlife, biodiversity, environmental resources
Social capital: social resources which people draw on (networks, membership of groups, relationships of trust, access to institutions)
Human capital: skills, knowledge, ability to work, good health, physical capabilities
Physical capital: basic infrastructure (transport, shelter, water, energy and communications) and production , equipment which enable people to pursue livelihoods
Financial capital: Financial resources (savings, credit, regular remittances, pensions)
RICH natural resource base
Combination of capital assets

13. Governance: starring system, training, NJL committees, marketing

14. Tourist season
Bamboo products
Local food products

15. ECOTOURISM
Increased income
Increased standard of living
Social dimensions
Local food economy

16. NJL: contributions towards sustainable communities
Multiple livelihood strategies
one element of broader livelihood portfolio
stimulated local economic development & improved living standards
Local food economy
SLF highlights opportunities and tensions
Not linear: dynamic, inter-linkages between different components
Sheds light on meso level processes
Need a combination of livelihood assets to be successful

17. Moving forward Governance:
Interaction between provincial, county, town and village level
Interaction between tourist board and environmental protection bureau
Social justice: Who can engage in NJL?, Who can mobilise key capital assets?
Broader sustainability questions:
Is NJL changing attitudes/values towards environment?- Is this leading to sustainable behaviour change?
Sustainable management: competition within and between villages
Cultural attitudes towards nature and people/nature interactions

25. Thank you For more information: www.brass.cf.ac.uk
Julie Newton:
Alex Franklin:
Newton, J. & Franklin, A. (2011) “Delivering sustainable communities in China: using a sustainable livelihoods framework for reviewing the promotion of “ecotourism” in Anji”, Local Environment