Development Strategy of Zhanjiang’s “Human Loong Dance” Sports Tourism Market

Introduction

With a deepening understanding of the ocean and the emergence of the Western slogan "returning to simplicity, returning to nature," there has been an unprecedented global boom in coastal sports tourism, characterized by the traditional "3S" combination of sea, sun, and sand. In recent years, ecotourism has become highly sought after, with tourists increasingly aware of environmental issues. Coastal sports tourism has expanded from the traditional "3S" to "3N" – that is, venturing into nature to reminisce about harmonious interactions with the environment, immersing oneself in nature to reach a state of "Nirvana," and achieving the highest spiritual unity. This transformation signifies a new era in human coastal sports tourism, shifting from a focus solely on physical enjoyment to a blend of physical and spiritual pursuits.

Entering the 1990s, China's coastal sports tourism industry flourished. Stretching from Dandong in the north to Fangcheng in the south, a wave of coastal sports tourism development swept across the 18,000-kilometer golden coastline and numerous islands. Coastal regions and islands prioritized coastal sports tourism as a leading industry for economic development, actively raising funds and vigorously developing coastal sports tourism resources. In addition to preserving traditional tourist activities like enjoying ocean views, playing in the sea, tasting seafood, and buying marine products, many places have emphasized modern coastal leisure sports and recreation projects such as surfing, windsurfing, water skiing, fishing trips, speedboating, skydiving, beach sports, and paragliding, offering distinctive, thrilling, and participatory experiences to ensure visitors enjoy boundless fun from coastal sports tourism. Statistical data shows that the number of tourists received by coastal areas and islands has increased at an annual rate of 20-30% in recent years.

The Cultural Characteristics of Zhanjiang's "Human Loong Dance"

Loong culture holds a significant place within Chinese culture, and the loong dance stands out as one of China's prominent folk sports. Today, the "human loong dance" has gained profound cultural significance. Firstly, the Loong in the "human loong dance" embodies a "cultural loong." Unlike loong props made of grass or fabric, this dance form features a loong shape entirely composed of human bodies, performed alongside grand and resonant percussion. The loong's head, body, and tail are all formed by people, showcasing magnificent grandeur and making it a distinctive folk loong dance art in China. The value of the "human loong dance" lies not in merely "dancing the loong," but in embodying the "human loong." The "human loong" fully embodies the spirit of the loong and incorporates human vitality, where individuals become small loongs and the collective becomes a large loong, blending specific individuals with the abstract loong, complementing each other. It epitomizes the heroic spirit of unity, perseverance, and vitality among the Chinese people.

Secondly, the loong in the "human loong dance" represents a "maritime loong." The sea serves as the loong's homeland, and the "human loong dance" originated between heaven and earth, land and sea. It carries and integrates totem culture dominated by mainland loong culture, combining sea worship, deity worship, ancestor worship, and loong worship into a single dance. It showcases the "Chinese Loong," reflecting humanistic care for the loong and providing an authentic portrayal of Chinese loong culture, particularly aligned with the strategic concept of "Maritime China," which emphasizes that "where the loong goes, it must return to the sea."

Therefore, leveraging the "human loong dance" not only strengthens the maritime consciousness of the Chinese people but also culturally supports our country's maritime strategy.

Additionally, the loong in the "human loong dance" symbolizes "harmony." On one hand, the dance embodies the cultural implications of mutual harmony between humans and loongs, heaven and earth, sea and land. On the other hand, the loong's head, body, and tail are connected by adults carrying children lying on their shoulders, requiring clear division of labor and sincere cooperation between the loong parts. This necessitates the "loong poles" to provide unwavering support, as well as high levels of cooperation and teamwork from all members. Only in this way can the loong dance movements such as head lifting, body tumbling, and tail swinging be performed naturally and harmoniously.

In conclusion, the loong in the "human loong dance" embodies a spirit of unity, solidarity, cooperative harmony, and endeavor. It conveys cultural connotations of celebration, unity, integration, and self-improvement, providing a vibrant artistic form for nurturing the concept of national harmony. The dance serves multiple functions, including humanistic education, artistic aesthetics, cultural promotion, community building, and entertainment.

The Origin and Folk Characteristics of Zhanjiang's "Human Loong Dance"

The name "human loong dance" primarily derives from its unique performance style. According to the "Customs" section of the "Haikang County Chronicles," it is described as follows: "In the loong dance, performers act as the loong's head, followed by the tail, and then another person, lifting the former's feet and carrying the latter, marching straight down the street. They recite: 'Riding the loong's head, the loong plunges into the water; riding the loong's tail, the loong soars up to the sky.'" This means that the distinguishing feature of the "human loong dance" lies in its independence from any props or tools, relying solely on the arrangement of strong men and children in a specific sequence to form the "loong," where the loong is composed of people and people become the loong.

During the "human loong dance" performance, the horn player of the drum team faces the sea and blows a large conch horn with a long, distant sound, gradually increasing in volume, followed by the drums starting slow and then quickening. At this point, a lead dancer, wearing a red headscarf and colorful attire, holding colored balls, steps out to the drumbeat, followed by the undulating body of the human loong entering. Accompanied by the rhythm of drums and gongs, the colored balls move up, down, left, and right, while the human loong advances with raised heads, gleaming loong eyes, undulating loong body, and dancing loong tail. During the climax, drums and horns sound loudly; the human loong appears like a sea loong, overwhelming and spectacular; during the lulls, the drums stop, and the human loong sways lazily, moving gracefully. Shortly after, the drums resume, and the human loong becomes excited again, chasing after the colored balls, somersaulting in the air, or diving into the sea, depicting a vivid scene of a loong playing with pearls.

In this setting, spectators marvel not only at the performers' seamless and mesmerizing skills but also at the impressive display of collective strength. With bare bodies and feet, without props or costumes, from the loong's head, body, to tail, from its tongue, eyes, to horns, everything is portrayed by real people, forming a "giant loong." When this "giant loong" dances, with thunderous drums and horns, the loong head raises, the loong body undulates, the Loong tail swings vigorously, transitioning from "Loong's awakening," "Loong nodding," to "Loong piercing clouds," "Loong surging waves," resembling a sea loong emerging and creating waves, showcasing the majestic spirit of the Chinese loong that conquers mountains and rivers. This embodies not only the indomitable collective strength and intelligence of the loong dancers but also exudes a strong local flavor and island charm, representing an enduring and significant folk tradition and large-scale entertainment event in ancient Zhanjiang.

Conditions and Opportunities for the Development of Zhanjiang's "Human Loong Dance" Ethnic Traditional Sports Tourism

Already Fundamentally Improved Foundations and Supporting Conditions

The historical reasons for the slow development of the "Human Loong Dance" in the East China Sea, as part of the development and progress of ethnic traditional sports tourism, are closely linked to the progress of its projects, the availability of supporting tourism resources, and the development of transportation and information infrastructure. The feasibility of current tourism development and advancement is rooted in fundamental changes in these aspects. In the early days of the country's founding, the "Human Loong Dance" was prevalent in various areas of Zhanjiang City but gradually disappeared during the campaign to eliminate the "Four Olds," only to be rediscovered in the 1980s and 1990s. After more than 20 years of rescue, protection, and development efforts, significant achievements have been made, and the "Human Loong Dance" has re-emerged in Zhanjiang and surrounding areas. Apart from the well-known Dongshan Human Loong Dance in the East China Sea, there are also other notable performances such as the Shentang Human Loong Dance in Leizhou, the Zhaiai Human Loong Dance in Wuchuan, the Danchang Human Loong Dance in Dianbai, and the Xingtan Human Loong Dance in Foshan. Over the years, the "human loongs" were exclusively composed of males, but in recent years, females have also joined, with locals distinguishing between "male loongs" and "female loongs." To showcase the spirit of self-respect, self-love, and perseverance among people with disabilities, the Zhanjiang Special School, under the guidance of the Zhanjiang Art Museum, established the city's first deaf "Human Loong Dance" performance team in June 2009. In recent years, the "Human Loong Dance" has also entered campuses, with a new composition of the "Human Loong Dance" being a highlight of its development process, incorporating bold female students performing as "Loong spines" and "Loong tails." The entire performance embodies traditional charm, showcasing youthful athleticism and fully demonstrating the sports elements of the "Human Loong Dance."

Donghai Island, renowned far and wide for its natural seafood and unique and pure folk customs, is the fifth largest island in China. Facing the vast South Pacific, it offers spectacular sunrise views. Historically, Donghai Island was known nationwide for its inconvenient transportation and lack of communication. Local residents traditionally made a living through offshore fishing and cultivating dryland crops such as cassava, sweet potatoes, sugarcane, and peanuts. Today, Donghai Island is just half an hour away from the city center. Vegetable cultivation for northern markets and aquaculture, including lobsters, abalones, prawns, crabs, mullet, and other precious fish species, have gradually become the main industries. Longhai Tian, located to the east of Donghai Island, has developed over many years to become a provincial-level international tourism resort area, boasting 55,000 acres of protective forest belts along the coastline. It is a superb location for the renowned "South Sea Green Great Wall," with a 28-kilometer-long beach, second only to Australia's Gold Coast and ranking as China's longest beach. The area's lone mountain ridge, Longshuilin, is Donghai Island's highest peak and one of Zhanjiang's 56 volcanic cones, resembling a soaring Loong in the sky, surrounded by beautiful legends. The nearby waters are also frequented by Chinese white dolphins. Zhanjiang City has signed a "Tourism Strategic Cooperation Framework Agreement" with Guangdong China Travel Service Group, and the investment of 3.8 billion yuan to develop the Donghai Island Tourism Industry Park has entered the environmental impact assessment phase. Over nearly 30 years of development, Zhanjiang City has received numerous honors, including "National Greening Standard City," "Guangdong Provincial Health City," "Guangdong Provincial Civilized City," "Excellent Tourism City in China," "National Garden City," and "Top Ten Leisure Cities in China." In the coming years, Zhanjiang will invest 9 billion yuan to construct the Leiqiong Tourism Industry Belt, aligning with plans for Hainan International Tourism Island.

Subjective Conditions Approaching Maturity

From a subjective perspective, after more than 20 years of exploration, reflection, and practice, the understanding of the importance, necessity, and urgency of tourism and its development has deepened and become increasingly consistent among all levels of leadership in Zhanjiang, especially from the municipal party committee and government to county-level, township-level, and departmental cadres. The successful development of the "Human Loong Dance" is beneficial for enhancing urban taste, strengthening urban cohesion, increasing urban visibility, and promoting the role of Zhanjiang's economic development. In recent years, Zhanjiang has vigorously constructed the "Colorful Zhanjiang" tourism framework and actively promoted activities to build a "coastal resort paradise and seafood heaven." In 2007, during the "May Day" golden holiday period, the "China Zhanjiang Donghai Island Human Loong Beach Tourism Culture Festival" was jointly held by the Donghai Island Economic Development Experimental Zone Management Committee and the Zhanjiang Tourism Bureau, among other units, on Donghai Island. That same year, Deng Biqian, a member of the Zhanjiang Municipal Party Committee and Minister of Propaganda, provided detailed information on the excavation, protection, and innovation of the Human Loong Dance to the production team of the Central Television program "Year after Year." In its 2010 government work report, the Zhanjiang Municipal Government emphasized the vigorous promotion of the Human Loong Dance and other characteristic historical folk cultures outside of Zhanjiang, aiming to establish the brand of Leizhou as a national historical and cultural city. The forthcoming "Zhanjiang Tourism Industry Development Plan" indicates proactive integration with the construction of Hainan International Tourism Island, forming a complementary and differentiated development pattern with Hainan; enhancing attractiveness to tourists and striving to construct the Leiqiong Tourism Industry Belt. On March 31, 2010, the Guangdong Provincial Government held an on-site office meeting on tourism work in western Guangdong in Zhanjiang, noting that Zhanjiang and even western Guangdong are rich in cultural resources. The provincial government supports the hosting of the "Western Guangdong Folk Tourism Festival" to establish a cultural tourism brand.

Zhanjiang has a long-standing tradition of loong dancing among its people. In addition to the Human Loong Dance, there are other local loong dance cultures that have shown vibrant vitality after being dormant for many years, reflecting the charm of ancient culture, such as the ecological brand of Leku Loong Dance, which has attracted attention from relevant departments due to its use of local materials and its environmental awareness and effects. Some towns also have unique traditional projects, such as lion dancing in Wenchecun, Loong boating in Jianghong Town, centipede dancing in Wushi Town, eagle dancing in Zhuyuancun, drum dancing in Wayaocun, and knife ladder climbing in Qilincun, which have been increasingly active in recent years. In 2005, Zhanjiang held the Red Soil Culture and Arts Festival with 3,000 participants, with most of the programs falling under the category of folk sports, playing a significant role in promoting folk sports. To protect the Human Loong Dance, the Zhanjiang Municipal Government has included knowledge of the Human Loong Dance in local primary and secondary school textbooks. Currently, twelve primary and secondary schools in Zhanjiang have organized more than 380 students in eight loong dance teams for training, while continuously increasing the promotion, popularization, and educational efforts related to the Human Loong Dance. In the 2008-2009 Zhanjiang Suixi County Third-Year Middle School Chinese exam simulation paper, knowledge of the Human Loong Dance appeared prominently, reflecting the high importance placed on the subject. Enthusiasts of the local Human Loong Dance tradition in Zhanjiang have also taken action, holding periodic meetings to engage in heated discussions on the protection and development of the Human Loong Dance, expressing their opinions. In recent years, the entire city of Zhanjiang, from government officials to ordinary citizens, from school students to village residents, from young adults to disabled children, has shown an ardent love for and urgent need for the development of this ethnic traditional sports activity, highlighting that the subjective conditions for the development and progress of the Zhanjiang Human Loong Dance have matured.

Urgent Needs for the Protection of Intangible Cultural Heritage and Development of the Sports Industry

In the current wave of globalization sweeping the world, traditional Chinese culture is facing numerous crises. The dramatic changes in the "cultural ecology" are subjecting traditional Chinese culture to increasingly strong impacts, manifested by the fusion of indigenous Chinese culture and secondary external cultures, with changes of such magnitude and speed that are astonishing and dazzling. As one of the four ancient civilizations in the world, China's decline in traditional culture can be seen as a fracture in national culture. Therefore, the protection of intangible cultural heritage has become an urgent issue that China must address immediately. The protection of the "Human Loong Dance" has become one of the focal points of attention for both the national and Zhanjiang municipal governments. Therefore, its development is conducive to the protection and inheritance of traditional intangible cultural heritage.

The "Human Loong Dance," as a typical ethnic traditional sports activity and a precious traditional cultural heritage, is inherently linked to the traditional culture of the Chinese nation. Its cultural connotations are not only related to ethnic ways of thinking but also directly connected to specific cultural atmospheres. On the other hand, as a unique cultural expression of the Chinese "Loong," the "Human Loong Dance" enriches and develops Chinese "Loong" culture, reflecting the rich diversity of Chinese traditional culture. Therefore, engaging in the "Human Loong Dance" is not only about physical exercise and skill development but also promotes learning and education about ethnic traditional culture, enhances a more intuitive and profound understanding of ethnic culture, and stimulates national self-improvement and pride.

The core of the sports tourism industry is the rich and colorful sports culture created by humans. So far, Zhanjiang has six projects, including the Human Loong Dance, lion dancing, and Nuo dancing, listed in the national-level expansion project list of intangible cultural heritage. In 2010, China's sports industry is expected to reach 1.5% of GDP, with Guangdong leading the national development of the sports industry and being a major province for sports equipment manufacturing, serving as a production base for sports goods in China. According to statistics, in 2007 alone, Guangzhou had over 15,300 sports industry units, with a total output value of the sports industry exceeding 26.4 billion yuan, an added value of 10.64 billion yuan, accounting for 1.3% of Guangzhou's GDP, and employing 850,000 people. The formal implementation of CEPA will promote the formation and development of the "Pan-Pearl River Delta" economic circle, covering Guangdong, Hong Kong, Macao, and nine provinces and regions in mainland China, making it one of the most prosperous and dynamic regions in the world. In the coming years, with the approaching 2010 Guangzhou Asian Games and the 2011 Shenzhen University Games, the sports industry in Guangdong and the Pan-Pearl River Delta region is expected to undergo a new round of significant development. Adjacent to this region, Zhanjiang should fully leverage its geographical advantages, draw lessons from successful cases such as Beijing and Shanghai in creating large-scale international sports event brands, and the rapid development of the sports apparel industry in Fujian's Jinjiang, to demonstrate its prowess in the development of ethnic traditional sports tourism. This also aligns well with the Zhanjiang Municipal Government's approach of "actively integrating into the Pearl River Delta community and actively leveraging the Pearl River Delta to promote Zhanjiang's scientific development and counter-trend rise."

Development Strategies for "Human Loong Dance" Sports Tourism on Donghai Island

Market Positioning of "Human Loong Dance" Sports Tourism

Considering market demand, product characteristics, related markets, and supporting conditions, the market positioning of "Human Loong Dance" should be designed to start locally and gradually expand to distant areas, initially focusing on domestic markets before targeting international ones to establish the brand image of "Human Loong Dance." The short-term goal should be regional, concentrating on the Pearl River Delta and surrounding areas; the medium-term goal should encompass domestic and neighboring countries, especially the Southeast Asian region with a large overseas Chinese population; the long-term target market should primarily aim at medium to long-haul markets, particularly in Europe and America. Generally, sports tourism products should primarily target neighboring and medium to long-haul markets. Given the increasing work pressure and fast-paced lifestyle, the key factors influencing consumers' choices for such products are distance, time, and cost, with the inherent value and attractiveness of the products playing a relatively secondary role. Therefore, focusing on the Pearl River Delta in the short term is prudent, with a concerted effort to attract tourists from this rapidly growing market, which is crucial for enhancing the image of "Human Loong Dance" and maintaining competitiveness.

Synergistic Effects of "Human Loong Dance" Product Promotion

Investment in tourism promotion yields high returns. According to data from the Hong Kong Tourism Association, every additional dollar invested can increase tourism revenue by $123. Indeed, many countries spare no effort in investing heavily in tourism promotion, especially for emerging sports tourism to expand the market. Therefore, based on business philosophy, efforts should be made to promote "Human Loong Dance" as a signature of Zhanjiang and a symbol of tourism. In recent years, with the increasing performances of "Human Loong Dance," effective promotion has been achieved. The Donghai Island "Human Loong Dance" has participated in numerous domestic and international sports events and cultural exhibitions, winning multiple national and international awards, including the creation of a 76-meter-long "Longest Human Loong Dance in China," which has been recognized by the Shanghai Guinness World Records. In May 2010, the "Human Loong Dance" participated in the celebration activities of the Shanghai World Expo, and the production team of the Zhujiang Film Studio's "Exploring Zhanjiang Folk Customs" is currently filming "Human Loong Dance" materials across various villages in Zhanjiang, providing a solid platform for promoting "Human Loong Dance."

Integration of Tradition with Innovation

In modern life, everything must evolve; without development, there is no progress, and stagnant entities will gradually be phased out by society. To promote the industrialization of "Human Loong Dance" sports tourism, it is essential to enhance the distinctive characteristics of "Human Loong Dance" as a traditional ethnic sports project by increasing the technical, thrilling, and performative aspects of the sport. This will attract more participants and consumers, allowing them to experience the primitive and innocent charm of "Human Loong Dance." Traditional sports industries must embrace reform and innovation to adapt to evolving societal demands. The "Human Loong Dance" should undergo further structural, choreographic, stylistic, musical, and rhythmic reforms to enhance its cultural value and appeal, thereby demonstrating its functional role in ethnic traditional sports tourism. For example, the luminous "Human Loong Dance" showcased at the Shanghai World Expo exemplifies the successful integration of tradition and innovation.

Emphasis on Talent Development and Recruitment, and Human Resource Development

The rapid development of tourism in the Hainan and Guangxi Beibu Gulf areas, along with the rapid growth of the sports industry in the Pearl River Delta, places Zhanjiang at risk of marginalization in these two industries. In today's knowledge-based economy, highly qualified talent is the primary and essential factor for the development of "Human Loong Dance" ethnic traditional sports tourism. To truly strengthen and expand the "Human Loong Dance" ethnic traditional sports tourism industry, emphasis must be placed on talent development and recruitment, as well as the development of human resources. These professionals should be well-versed in domestic and international sports management regulations, familiar with market economic laws, and possess modern enterprise management qualities. They should also have sufficient tourism knowledge to serve as ambassadors in promoting "Human Loong Dance," demonstrating and leading participation in the sport, and guiding and encouraging public engagement in the project. Additionally, professional performers of "Human Loong Dance" should exhibit not only exceptional skills and techniques but also possess the ability to organize audience participation.

Incorporation of Competitive Sports Characteristics into "Human Loong Dance" Tourism Development

Traditional ethnic sports projects generally exhibit novelty and distinctiveness. Based on the characteristics of "Human Loong Dance," simple rules should be established, and regular "Human Loong Dance" competitions should be organized to introduce competitive sports elements into the development of "Human Loong Dance" tourism. "Human Loong Dance" competitions are exciting and intense, exuding auspiciousness and joy, not only enhancing festive occasions and bringing joy to life but also playing an active role in promoting national fitness initiatives. Hosting competitions can attract a large audience and media attention, providing significant commercial opportunities for the business sector and directly promoting the development of "Human Loong Dance" ethnic sports tourism. Additionally, organizing tourists to participate in competitions, team confrontations, and prize awards can pique tourist interest and enthusiasm, allowing them to not only appreciate the unique characteristics of local traditional ethnic sports but also enrich their travel experiences.

Research and Development of "Human Loong Dance" Tourism Merchandise

Tourism merchandise refers to products derived from tourism activities. The Loong is a standard emblem of the Chinese nation, and the essence of "Human Loong" embodies human spirit. Renowned sculptor Jian Xiangdong created the sculpture "Olympic Leap of Human Loong Dance" by combining modern wood carving techniques with traditional decorative styles, winning the "Best Local Award" at the inaugural Guangdong Sculpture Exhibition in 2008. Additionally, folk artist Li Qiong's wooden "Human Loong Dance" sculpture is housed in the Zhanjiang City Museum. The Loong in "Human Loong Dance" represents harmony through collective effort – a "harmonious loong," symbolizing the unity and progress of the Chinese people – an "enterprising loong," embodying the cultural essence of the Chinese – a "cultural loong," representing the spiritual aspects of the Chinese – an "inspirational loong." Therefore, utilizing modern scientific techniques and adopting a global perspective, research and development efforts should be undertaken to create "Human Loong Dance" tourism merchandise for global distribution.

Conclusion

"Tourism without culture lacks charm, and culture without tourism lacks vitality." The highest level of competition in the tourism industry is cultural competition. "Human Loong Dance" represents the essence of ethnic traditional sports culture in the Zhanjiang region. Its high feasibility for interactive development with Donghai Island tourism holds significant practical and historical importance in promoting and advancing the economic and cultural development of Zhanjiang. It also serves as an unparalleled carrier for promoting and publicizing Zhanjiang's red soil culture and urban brand. Its development will become a new model for the sustainable, stable, and healthy development of China's ethnic traditional sports tourism industry.

Moreover, the protection and inheritance of intangible cultural heritage are not only systematic tasks but also arduous missions. Only through innovation and development can intangible cultural heritage possess vigorous vitality suited to the spirit of the times, benefiting future generations.

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