1. 2008 Beijing Olympics’ effect on culture and the sustainable development of urban tourism Shengnan Zhang Yanping Bai Lei Department of Tourism Capital normal university

2. Introduction  Domestic present research status (1)the study about culture-enriched Olympics (2)the study about cultural industry related to tourism (3)the study about traveling caused by or related to Olympics  Limitation: (1)Be limited to comparison with hosting cities abroad. So they easily neglect the specific characteristics of China which were caused by geographical and cultural factors. (2)Be short of the analysis on regional culture for traveling and eco-environmental benefits, especially the research on tourism culture management and promoting culture tourism industry’s level.

3.  Overseas present research status Mainly concentrate on: (1) Culture tourism (2) the joint of Olympics and culture (3) Olympics and urban development  Limitation the overseas researchers neglect the area that refining the interaction and effects between culture’s ingredients and Olympics.

4.  Our contribution: Based on present research outputs, we will describe and analyze Beijing Olympic games’ effects on corresponding cultural aspects.  Goal: Improve city’s tourism project based on ecological balance. At the same time, another urgent task is to regulate tourism market.

5. Content 1.Cultural diffusion after Olympics 2.Transfer capital tourism industry from economic-oriented style to culture- oriented style in culture and ecology

6. 1.Cultural diffusion after Olympics 1.1 The special significance of 2008 Olympics is to promote cultural diffusion and integration 1.2 Diversity of culture 1.3 Beijing Olympic games become more energetic because of stress on cultural deposits. e.g. bird nests and water cube. 1.4 Cultural resources play important role in mega event.( tourism culture; tourism& leisure)

7. 2.economic-oriented style to culture-oriented style 2.1 Ecological culture level 2.2 Eco-tourism Eco-tourism is different from conventional tourism. The former pursues environmental protection. It emphasizes the utilization of resources and environment and also attach importance to economic benefits, but at the same time, it highlights more about ecological benefits and social benefits in environment and resources.

8. 2.3 How to make eco-tourism come true Taking environmental capacity into consideration, controlling the number of people, reducing affects brought by tourism, measuring eco-tourism capacity in scientific ways, maximizing integrated benefits. 2.4 Capital cultural level 2.5 Culture-oriented style: capital culture+ ecological culture+ modern technology= sustainable development in tourism after Olympics

9. Conclusion 1. Grabbing Olympics---at this critical point of time, we should organize capital cultural tourism. 2. Developing Beijing’s suburban tourism. 3. Achieving integration of tourism industry through the process in which city spread to suburb. 4.Chinese tourism industry will be led by culture tourism to a way in which our tourism will be transferred from economic-oriented style to culture-oriented style.