Jingzhou Tourism Master Plan

Jingzhou:
Ancient Water City

Tourism DesTinaTion ProjecTs: invesTor’s Brief
may 19, 2007

© Lighthouse Creative Inc. 2007 All Rights Reserved

Jingzhou: Ancient WAter city
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Jingzhou: the investment opportunity
a projected additional investment of
Tourists from China and other parts
900,000,000 in support facilities such as
of the world are discovering Jingzhou.
hotels, restaurants and infrastructure.
Jingzhou is located halfway between
Wuhan, China’s fifth largest city
and Yichang, the home of the Three When completed they will have an
Gorges Dam--now the leading tourist annual total economic impact of
attraction in all of China. 230,000,000 yuan, and 460,000,000 yuan
annual indirect impact.
This investor prospectus describes
twelve projects that are designed to The first new project is the
significantly grow the tourism industry development of the Xiong Tombs with
in Jingzhou. a projected investment of 100,000,000
yuan.
The projects will lead to a doubling of
the number of tourists to Jingzhou by The combined annual return on
2008. These projects represent a direct investment averages 48%.
investment of 485,000,000 yuan, with

tourism DestinAtion ProJects 2

3

Table of Contents
The investment opportunity 2
The Vision 5
The Place in 2007 11
Themes--The Guiding Values 29
The Development Strategy 33
The Attractions 37
1. East Gate and Ancient Wall 43
2. Juilong Park 49
3. Xiong Tombs 59
4. Lord Guan Battle Theater 65
5. Lord Guan Temple Area 73
6. Museum and AV Experience 81
7. Three Kingdoms Dynasty Park 95
8. High Speed Rail Tourism Center 105
9. Famous People Hotel 107
10. Development of the City moat 111
11. Yangtze Culture Longevity Park 115
12. Tourist Transportation 119

Jingzhou Infrastructure Projects 121
Sustainable Tourism Policy 129
Implementation Plan 131
Financial Return 137
Jingzhou and Hubei Market Data 139
Development Team 147


Jingzhou: The Vision (6.4.4)
If one could imagine a city unlike
To best imagine Jingzhou of the future development guidelines regarding
any other this is it, The combination
we invite you to close your eyes and sustainability, the land clearance of
of a celebration of pure water and
IMAGINE!! unnecessary or decaying buildings
dynamic culture that provides a inside the walls, and a major tree and
memorable visitor experience. From
Open them and we are in 2020 to landscape planting program that came
our 2020 perspective the past thirteen
discover that the city of Jingzhou to full bloom in five years and now
years have seen considerable content
lying along the Yangtze River, is a provides perennial color and arboreal
development in all sectors that provide
place where holidaymakers, tourists interest. This landscape plan was
support to tourism, as well as the
and families travel for fun, culture undertaken under the themes of the
construction of a considerable number
and relaxation. The ancient walled Chinese elements of Fire- Metal- Earth
of unique entertainment spectacles-
city of Jingzhou has tree-lined and water.
shows and destinations that have no
boulevards and colorful gardens,
rival in China. Jingzhou City now
sparkling contemporary buildings At the end of 2008, demonstrated by a
boasts a true sustainable tourism
that sit comfortably side by side with growing interest in China following the
based economy.
historic temples and villages. It is a successful Olympic Games, Jingzhou
bustling city where tourists of many City put into place the first of its many
The Beginning
nationalities and locals intermingle famous festivals. Interest in Jingzhou
in a celebration of entertainment and was achieved by the manipulation of
The program began in 2007. In that
culture. It has been transformed from foreign media and press as well as the
year massive city efforts were focused
a grey city to the City of Pure Water first of the now celebrated Lord Guan
on the cleansing of the moat system,
and Dynamic Culture. Yu Festivals. This attracted adherents
the establishment of new rules and from all parts of China and from
the Overseas Chinese communities.

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To define the destination character and
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5

available land in the city. Developers
introduced for tourists. This included
The design and construction of the
built a cultural mini-golf that proved
themed horse drawn carriages and
Historical Center that presents the
enormously successful.
rickshaws. A more sophisticated use of
stories of the Three Kingdoms in a
the surrounding moat occurred once
coherent Living Scroll manner has been
the bridges were designed to accept
a successful cultural contribution.
How Jingzhou got it’s
tourist river boats.
international focus
In the same year Jingzhou City
In the nearby Three Kingdoms Park (an
opened its doors to the first influx
Asian version of Tivoli in Copenhagen)
of tourists- keen to partake in a two- The International focus and attention
are the world renowned celebrity chefs
day experience. Commencing at the took longer. First it was related to the
of China, each outdoing each other
city’s East gate where new bus and higher end of the cultural spectrum
with exotic menus. These culinary
car parking lots led to a pedestrian through programs like National
bouts are often televised, and with the
entry- the tourist pathway consisted Geographic, BBC and the Discovery
other festival programs that include
of a redesigned market street with its Channels that brought the amazing
the electric light parade, kite flying,
wider display of food, beverage and finds of the Chu tombs to a wider
the international poetry festival, the
retail as well as the conversion of the audience. This market was the older,
commencement of the antique road
upper spaces above shops for three semi-retired or senior professional with
race from Jingzhou to Beijing, etc,
new hotels. As part of the evolving a love of history. The Koreans visited
brought Jingzhou to national focus. The
master plan a commercial street that in search of their ancestral traditions.
Dragon boat festivals reenergized the
leads to the Three Kingdoms Plaza was This opening up of the cultural
moat by day.
the first improvement project of the opportunities were also spurred by
new urban concept that now includes the construction of the Chu Cultural
Families were not forgotten. A number
a modern city, but constructed with
of small-scale leisure investments
Chinese vernacular architecture. A
with Chinese themes opened on
romantic transportation service was


always temporary, were now replaced
AV Theater in the Jingzhou Museum
by three large white low profile air
grounds that wandered back in time to
domes on ring berms constructed
a presentation of life at the time of the
from excavated and compacted earth.
Chu.
The splendors of the shafts are for all
Virtual Reality plays a role to see. In the adjacent museum are
some of the recent finds- with exhibits
that illustrate the position of the Chu
The ability to present jade finds,
kingdoms within the Dynastic stories.
tomb discoveries, etc, with real time
transmissions from the archeological
Tourists can also learn about the tombs
field, conducted and presented by
from afar by visiting the Jingzhou
national and international archeologists
Museum to experience a virtual
later stirred interest in visiting the
presentation of the tombs. The 200
locations. Major archeological finds
seat Chu AV culture Theater with a
at Xiong Tombs lead to a further
sophisticated twenty minute show and
understanding of the importance of the
six hundred an hour capacity opened
Chu Culture. By 2015, the Xiong Tombs
in 2008. It features banked seating,
built soaring air inflated structures
giant screens, wrap round audio, side
to cover almost all of the 150 tombs,
panels and actors.
providing visitors with a unique view
of one of China’s significant eras.
The Xiong site’s former green tents,

Sweden’s X2000 train has been the model for some of the new Chinese high-speed train technology.

Jingzhou: city Pure WAter culture
7 of AnD

The Importance of Speed the king’s tomb that contains fabulous
works of artistry was finally unearthed.
and a Tourist Hub for Hubei This put the site on a comparison with
the terracotta warriors of Xi’an as a
The opening of the high-speed rail major Chinese cultural destination and
station in 2009 provided access to worthy of consideration as a World
a market beyond the radius of 80 Heritage site.
kilometers. For the first time residents
The appeal of Lord Guang
of the mega city of Shanghai, with a
Yu
higher than average disposable income,
could discover the splendors of the Chu
As Jingzhou was once the regional
culture. Ten trains a day from Shanghai
capitol of past dynasties, it is now the
bring 5,000 tourists per day. The
Capital of the Lord Guang Yu Society
high-speed rail transit hub is a tourist
for International Sustainability and
attraction in itself with interactive
Prosperity. As a sign of the Importance
theaters, souvenirs, and connections to
of the Chinese Cultural to Chinese,
major attractions. In its current form
Korean and Japanese (and the Overseas
it has evolved into a state of the art
Chinese community), an annual
sustainable village with residences,
conferences on culture and tourism
offices, shopping and cultural facilities.
takes place at the Jingzhou Museum
Meeting Center. Jingzhou rejuvenated
Just as the walled city built in 800 AD
its tourism program to coincide with
was the result of strategic thinking, so
2008 Olympics in Bejing and reinforced
is this urban village of the future. It
it two years later at the 2010 World
borrows the best of the past to create
Expo in Shanghai. The event that
a new future. One where open space
inaugurated the Jingzhou City of
is interwoven with buildings and
Culture and Fun took place on August
streets, organized as small villages.
28, 2008. It was so successful that it
The traditional grid is replaced with
has become an annual event to mark
meandering paths, the roads with water
the significance of Lord Guang Yu in
ways,…..
Jingzhou Chinese Culture.
The undoubted draw of the Three
In the 2008 the first program pageantry
Gorges Dam, now producing over half
of the electrical needs of China, and of of the Lord Guang Yu period was
the scenic splendors of the other gorges fabulously presented in the grounds
continued to pull people to the western of the first major city re-urbanisation
part of Hubei province. Jingzhou City, program. This ‘battle theater’,
with its wide range of motels, rental involving mounted knights, archers,
apartments, and quality hotels provides drummers, acrobats, flags and music
the Hub(ei) base for regional tourism
takes place daily on part of the old
out to Yichang and Wusan, east to the
prison grounds throughout the tourist
East Lake area of Wuchang, and north
season. Designed with spectacle in
to the splendors of the Chu sites that
mind the backdrop is the city wall.
have now been fully excavated. In 2012


A new city to cater for creativity
In 2012, a whole new exposition and learning
center is created around the Lord Guang
The redevelopment of the inner city plan was
philosophy. Like the ultimate academy for
a major achievement. It offered a new home to
business and culture it is housed in a cluster
future creativity- the third age of development
of custom buildings and environments. It uses
and soon became, after the installment of
video, light, sound, water, stone and metal to
wireless connectivity, a sought after place
create a remarkable temple of the future. The
for artists, technologists, computer graphic
names of the visitors are preserved in a digital
designers, architects and craftsmen. New schools
information wall where people can connect to
of calligraphy were established in a perfect
people all around the world.
blend of old and new. Other projects in the city
Telling stories with light and sound featured the lost art of bronze making, of paper
manufacture and the principles and evolution of
pyrotechnics. This is the living expression of the
Across the moat water to the east the spectacular
branding concept of Jingzhou as the crossroads of
water festival of Jiulong Park presents the Three
culture and entertainment.
Kingdoms Son et Lumiere Show. At night from
the thousand-seat theater the waters become
The center for all this is the walled city of
illuminated with the scene of abstract floating
Jingzhou, which with the city of Xi’an, shares one
junks, their sails forming the screens for huge
of two places in China completely surrounded
projections. A water mist curtain farther out in
by an extant archaic wall system. The ancient belt
the water acts as another projected screen. The
contains a vibrant nucleus.
walls and ramparts of the old city are lit up with
exciting synchronized projections from huge
In 2012 the new circulation system changed
projectors. This nighttime show has been hugely
the movement pattern for both tourist and
successful and is now a ‘must’ on all tourist
inhabitants. Certain roads were blocked off
itineraries.
as the new landscaping plan created different
ways of threading through the primary and
The open-air stadium that was re-clad is also
secondary pathways. New paths were developed
the review stand of the famous Jingzhou City
to provide pedestrian wandering, roller blading,
Dragon Boat races that were re-inaugurated in
biking, running and other exercises. New parks
the autumn of 2007.
were created that interpreted the stories of The
romance of the Three Kingdoms.
With the completion of the first short term
projects that elevated tourism by 200%, the
second phase projects began. These included The Establishment of City
the commencement of more land clearing in the
Districts
center of the city, the adoption of the new plan
The Entertainment District was fully developed
as Comprehensive Master Plan, the completion
by 2014. This included fitness centers, digital
of new development districts, each to reflect
movie houses, dance palaces, discotheques,
character and use. Some of the earlier buildings
taverns and international fine dining. Other
that were once used by the government have
components of this district included a Family
now become five star hotels, their grounds finely
Entertainment Center where state of the
landscaped.

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similar ‘meet and greet’ and orientation
art interactive machines allowed
facilities.
penetration of the virtual world.

The only thing remaining was to
By 2014, the River Walk developments
reactivate the airport, to provide the
that provide a mixture of modern
fourth of the portals- road-rail- river
offices, lodging, water side restaurants
and air. With this decision Jingzhou
and other private or public buildings
was at last able to offer rapid access
had come to change the entire
its own and other destinations,
projection and positioning ofJingzhou
lengthening ‘dwell time’ and increasing
City. The ‘Walk’ was developed as a
the visitor spend.
belt around the perimeter of the moat,
and came to be inhabited by many
Today Jingzhou represents one on
new start up firms, as well as offering
the most dynamic examples of a
specific employment for a new set of
city establishing a new economic
workers capable of providing twenty
base. Many people in both primary
first century skills. The University of
and secondary support and services
the Future moved back to JZ in 2016
industries derive their income from
because this was the most exciting
this industry. As Chinese domestic
place of the region.
disposable income rose, and as the
country became by this year of 2020 the
The affect of this dynamism had a side
most visited from international tourism
effect on Shashi, in that the avenues
the future looked bright. The name
that led to the gates became more, not
of Jingzhou has circulated around the
less important. The ultimate goal was
world. It features on the tourist routes,
to provide a green corridor that with
and as a part of the greater tourism
parks and gardens led all the way to
offer of Hubei Province.
the Yangtze. The walled city becomes
the open space, the lung, the garden for
the city. A mixture of formal, informal,
In 2006 Jingzhou had 250,000 visitors a year. In 2027, Jingzhou became agricultural, passive, active…

the fourth most visited city (tourists, business travelers, and students) in
Completion of the Four
Mainland China (after Bejing, Shanghai and Xi’an) with an annual tourist
Portals
turnover of 3,000,000!
Here, by the river bank, development
of the Yangtze River Portal became a
major arrival and departure structure
that was tied to an inter-modal transit
station and the side tower hotels
around the south end of Shashi’s main
plaza. This complex now compliments
the northern railroad station that has


Jingzhou: The Place, 2007
Introduction to the Region
Jingzhou is a historically significant city
in the central part of Hubei Province.
Hubei is one of the larger provinces of
China containing more than seventy
million people. The capital, Wuhan,
contains in the district of Wuchang
outstanding cultural and leisure
attractions, of which the most famous
are the Yellow Crane Tower, one of
the Chu Kingdom sites around the
splendors of East Lake and the Mao
Summer Home. At the western end of
Hubei Province is the city of Yichang.
It is home to the scenery of the Yangtze
Gorges, and the new Three Gorges
Dam. These, with the splendors of the
Yangtze River are currently the main
tourist destinations of Hubei Province.

Between these major visitor
destinations is the walled Ancient City
JINGZHOU
*
of Jingzhou. In addition to the Walled
City the region has many splendid
examples of history and culture
featuring principally three great historic
periods of China: the Chu, the Three
Kingdoms, and the River Yangtze
cultures.

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Overall layout of the other infrastructure
and supporting facility and affiliate
facility.

11

Location
Jingzhou City is in the mid part of
Hubei Province, and further to the
south, with the longitude 112016’ and
latitude 30026’, connecting Wuhan,
Xianning on the east, Yichang on the
west, Jingmen on the north and Hunan
Province on the south. It has two
districts: Shashi and Jingzhou Districts,
three counties: Jiangling, Gong’an
and Jianli. It is also in charge of three
county-rank cities: Shishou, Honghu
and Songzi.

The characteristic of Jingzhou City is
“national historical and cultural well-
known city, important port of mid
reaches of Yangtze River and the core
city of mid and south area”.

Climate
Jingzhou has a subtropical, humid and
monsoon climate, with annual average
temperature of 160C and annual rainfall
1158 mm. The city’s river network
is dense; lakes and marshes are
intertwined: the Yangtze River, Juzhang
River, Tiger Cross River, Weishui Lake,
Honghu Lake, Taihu Lake Estuary,
Long Lake and Haizi Lake. In the
urban area, there is the Moat, West
Lake, North Lake, West Canal, Horse
Pool, Jingsha River, Jiangjin Lake and
Bianhe Lake.

History and Culture
Jingzhou’s geographic position is
unique. The city has a favorable climate
and fertile land. Its historical culture is
remotely originated. Since five or six


thousand years ago, humans have been
living and inhabiting here in groups.
It is one of the birth places of China’s
ancient cultures in the Yangtze River
area, and it has also been the key place
in every dynasty for the feudal lords
and their official residences. The Chu
Kingdom which was one of the “Spring
and Autumn Period Five Lords” and
“Warring Period Seven Powers” had
set its capital here for more than 400
years. Cultural heritage is abundant
here: cultural sites and scenic places
are distributed all over the city. There
were the Jiangling Eight Sceneries of
Qing Dynasty: Mount Ji Mist, Baling
Pine Trees and Cloud, Dragon Mount
Autumn Scenery, Tiger Cross River Sail
Boat in the Sun, Shajin Port Berthing
at Dusk, Zhang Hua Terrace Spring
Scenery, Jade Pot Lotus Fragrance
and Three Lakes Snowy Fishing, etc.
Although, most of these sceneries
are gone, those surviving are worth
developing.

In Spring and Autumn Period, Warring
Period, Chu capital’s Zhu Palace
(royal entertaining palace) and court
vessel wharfs were in Jingzhou the
Ancient City, which is famous for the
story of “Liubei Borrow Jingzhou”.
In Three-Kingdom Period, Jingzhou
had been the central place that Wei,
Shu and Wu the three kingdoms all
strived for. In the Romance of Three
Kingdoms (historical novel of Three
Kingdom), there are 72 chapters that
mention Jingzhou within the total
120 chapters, and 17 chapters directly
describe Jingzhou. Three-Kingdom
sites are distributed widely in the
city, such as the site of Guanyu ( Lord

13

Guan) scraping the infected arm bone
for treating poisonous arrow-shot,
Guanyu’s Horse Pool, General Officers
Appointment Terrace, Horse-Driving
Mount, Reedy Patches, the site of
Zhang Fei’s Shouldering a basket of
earth, etc. These are all vivid and well-
known Three-Kingdom legends.

Center of Chu Culture
Jingzhou is also the center of Chu
Culture. The ancient literature and
poems are prolific here. In remote
times, Jingzhou had been a place of
developed music, and “South Style”,
“Chu Sound” originated here. The
famous patriotic poet Qu Yuan had
taken the court position of “Zuo Tu”
and “San Lu Da Fu”, and had written
the masterpiece Chu Ci. He has
become one of the four great patriotic
poets of the world. One of Li Bai’s
poems mentions Jiangling, “Morning
leaves Bai Di Cheng (Cheng Du) in
fine weather, while thousand miles
away Jiangling is reached in one day.”
This poem is still famous. Jingzhou
is known for many brilliant people,
such as Song Dynasty Zhu Ran (a
scholar); Tang Dynasty Prime Minister
Liu Bo; Yin Wenchang, and the three
generations of Cen family who all
had once been Prime Ministers; Song
vice Prime Minister Tang Jie; and
Ming brilliant Prime Minister Zhang
Juzheng.

Jingzhou’s tourist attractions are a
“diamond in the rough”: gems waiting
to be discovered by a larger audience:
the historically well-known walled city,
Songi Weishui Scenic Area, Honghu


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Tourism Development Land
constructed area 50 square km. In 1998, 13. Long Lake Resort
Scenic Area, Shishou Swan Island,
the whole city has a population of 14. New Fairy Cave Visit
White Dolphin and Wapiti National Because the use of tourism land is
Plan
6,363,700, in which the central urban compatible with other land uses, tourism 15. Forest Park
Conservation Area. There are also
population is 530,400. 16. Aquatic Park
many cultural sites, such as New and According to Jingzhou Planning activities are attractive to the city . For
17. Vacation Village
Old Stone Age sites, ancient city sites, Department the following types example, the forest environment land
In 20 years since the Reform and 18. Zoo
Chu Cultural sites and Three Kingdom of land are identifed for tourism will promote tourism. The responsible
Opening, the city’s GNP has grown 19. Golf Villa Garden
sites. development. These includes places use of reservoirs will not only be
fast, comprehensive capacity and 20. Wapiti Garden
where the cultural and historic sites good for fishing and recreation, but
Socio-Economic Conditions comprehensive and capacity has been 21. White Dolphin Visit
are comparatively concentrated, land also can promote tourism and water
enhanced. GDP has grown from the where the scenery and environment conservation.
Jingzhou is the economic link between 1.766 billion Yuan in 1978 to 33 billion Swan Island Marsh Tourist Area
conditions are outstanding and the
Hunan and Hubei Provinces, as well Yuan in 1998, with the GDP per capita 22. Zou Ma Ling Site Museum
land with good ecotype environment.
Entertainment Activities
as an important port city of the mid 5,222 Yuan. The annual increase rate 23. Nanyue Mount Forest Park
6.4.5
reaches of Yangtze River. It is also is the is 9.6%. The object of quadrupling 24. Reedy Patch Fishing Garden
The tourism development land as
centers for light and textile industries, GDPs has been realized four years in 25. Reedy Patch Fish Catch Garden
follows: The land around Jingzhou is covered
rice, cotton and oil production. advance. Urban residents’ income per 26. Fishing Family Experience Garden
with reliquary, statues, temples
Jingzhou is the economic and cultural capita is 4,743 Yuan, while peasants’ 27. Fishing Family Resort Village
and tombs. The following matrix
Historical Culture Area: 606.4km2
center of Jianghan Plain. The length income per capita is 2,002 Yuan, which represents some of the existing tourism
Scenic Place of interest: 191.1 km2
between east and west is about 274.8 Honghu Fishing Family Resort Area
is increased by 12.6 times and 16.5 destinations. Some, if not many have
Lakes and Marshes: 719.2km2
km, and about 130.2 km from south to times respectively. The total savings per 28. Water Villa
limited dwell time and do not really
Tourist and Sightseeing Area: 231.8km2
north. capita of urban and rural residents is 29. Yangtze River Distinctive Fish
count within the basket of attractions.
Resort and Recreation Area: 586.8km2
1,900 Yuan. Species Aquatic Park
Jingzhou has a long history. It was the 30. Patriotic Education Base
These are the current tourist attractions
largest state of the nine great states 31. Old Hua Rong Path Rest Hut
in Jingzhou.
The five types of tourism development
Land Use: Current Status
in ancient times. Since the Spring, 32. Fishing Family Meeting Center
land mentioned above represent a
Autumn and Warring Period, it has 33. Forest Park
The Jingzhou Tourism Study of 2000 is Jingzhou Ancient City Tourist Zone
total area of 2,335.3 km2 (including
been the official residences for the 34. Lotus Garden
one of the studies used as a reference 1. Chu Culture Exhibition Garden
water). The total land area of Jingzhou
feudal lords in every dynasty. for this plan. The current land use in 2. Lord Guan Temple
City is 14,067 km2 , of which tourism
the Jingzhou City area is traditional. 3. Three-Kingdom Culture Garden
development areas currently represent
After the foundation of PRC, The categories of land use are: farm 4. Xuanmiao Temple
16.6% of the total.
Jingzhou’s administrative system and agricultural land, forest, lakes 5. Watery Culture Garden
underwent several important changes. and rivers, and some industrial land 6. Taoist Temple
In itself tourism requires no more new
In October 1994, and approved by reserved for factory, mining and and 7. Ming & Qing Pedestrianized
land, but a redistribution of land put
the State Council, Jing-Sha City was mnufacturing enterprises, traffic Shopping Street
to different end uses. It can contribute
entitled, while the titles of the Jingzhou and transportation . There are also 8. Jingzhou Ancient City Wall
(through Eco Tourism projects) to
Area, Shashi City were abolished. In habitations such as cities, towns and substantial land enhancement and by
December 1996, the name was changed villages. There is no definition of Weishui Scenic Area
its definition require superior land
into Jingzhou City. The whole city has Tourism Development Land which 9. Balingshan Forest Park
management that reflects well in
an area of 14,067 square km, in which is not good for Jingzhou tourism 10. Taihu Lake Port, Bird Garden
landscape and water improvements.
urban area 1,576 square km, urban development. 11. Rare Fish Garden
12. Rooster Mount Museum

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19

21

23

25

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Jingzhou Themes: The Guiding Values (6.4.3)
mistranslation, since each state was
Three very important historic eventually headed by an Emperor
cultures have shaped the who claimed legitimate succession
from the Han Dynasty, not by kings.
Jingzhou region and continue
Nevertheless the term has become
to influence the city: The standard among sinologists and will be
Three Kingdoms, the Chu used in this article.
Culture, and the Yangtze
River. The earlier, “unofficial” part of the
period, from 190 to 220, was marked
by chaotic infighting between warlords
in various parts of China. The middle
Three Kingdoms part of the period, from 220 and 263,
was marked by a more militarily stable
The Three Kingdoms period is a period arrangement between three rival
in the history of China, part of an era states, Kingdom of Wei , Kingdom of
of disunity called the Six Dynasties. In Shu , and Kingdom of Wu . The later
a strict academic sense it refers to the part of this period was marked by the
period between the foundation of the collapse of the tripartite situation: first
Wei in 220 and the conquest of the Wu the destruction of Shu by Wei (263),
by the Jin Dynasty in 280. However, then the overthrow of Wei by the Jin
many Chinese historians and laymen Dynasty (265), and the destruction of
extend the starting point of this period Wu by Jin (280).
back to the uprising of the Yellow
Turbans in 184. Although relatively short, this
historical period has been greatly
The three kingdoms were the Kingdom romanticised in the cultures of China,
of Wei , the Kingdom of Shu , and the Japan, Korea, and Vietnam. It has been
Kingdom of Wu . To distinguish these celebrated and popularised in operas,
states from other historical Chinese folk stories, novels and in more recent
states of the same name, historians times, films, television serials, and
prepended a character: Wei is also video games. The best known of these
known as Cao Wei , Shu is also known is undoubtedly the Romance of the
as Shu Han , and Wu is also known Three Kingdoms, a fictional account
as Eastern Wu . The term “Three of the period which draws heavily on
Kingdoms” itself is somewhat of a history. The authoritative historical
record of the era is Chen Shou’s Sanguo
Zhi, along with Pei Songzhi’s later
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annotations of the text.
To define the destination character and
theme image

29

conquered Yingdu. Following the fall
In its early years, Chu was a successful
The Three Kingdoms period is one
of Yingdu, Shouchun (in today’s Anhui
expansionist and militaristic state. Chu
of the bloodiest in Chinese history.
province) became the state’s capital-in-
developed a reputation for coercing
A population census in late Eastern
exile.
and absorbing its allies. Chu grew
Han Dynasty reported a population
from a small, dependent state into a
of approximately 56 million, while a
large empire worthy of contention,
population census in early Western
Chu Culture
even attaining the traditional title of
Jin dynasty (after Jin re-unified China)
Based on archaeological finds, Chu’s
one of “The Five Overlord States of the
reported a population of approximately
culture was initially quite similar to
Spring and Autumn Period” . Chu first
16 million. Even taking into account
that of other Zhou states. Later on, Chu
consolidated its power by absorbing
the inaccuracies of these census
culture absorbed indigenous elements
the lesser states within its immediate
reports, it is safe to assume that a large
as the state expanded to the south and
vicinity in Hubei; then, it expanded
percentage of the population was
east, developing a distinct culture from
into the north towards the North China
wiped out during the constant wars
the traditional Northern Zhou states.
Plain. The threat from Chu resulted
waged during this period.
in multiple northern alliances against
Early Chu burial offerings consisted
Chu and its allies; these alliances
Chu (state)
primarily of bronze vessels in the Zhou
successfully kept Chu in check, with
From Wikipedia, the free encyclopedia
style. Later Chu burials, especially
its first major victory at the Battle of
Chu was a kingdom in what is now
during the Warring States Period,
Chengpu.
southern China during the Spring and
featured distinct Chu burial objects,
Autumn period (722-481 BCE) and
such as colorful lacquerware, iron and
The kingdom’s power continued even
Warring States Period (481-212 BCE).
silk, accompanied by a reduction in
after the end of the Spring and Autumn
bronze vessel offerings.
period in 481. Chu overran Cai to the
It was originally known as Jing and
north in 447 BCE. During the Warring
then as Jingchu . At the height of its
A common Chu motif was the
States Period, Chu was increasingly
power, the Chu empire occupied vast
depiction of snakes, dragons
pressured by Qin to its west. Chu’s
areas of land, including the present-
and serpent-like beings. Some
size and power made it the key state in
day provinces of Hunan, Hubei,
archaeologists speculate that Chu may
alliances against Qin. As Qin expanded
Chongqing, Henan, Shanghai, and
have had cultural connections to the
into Chu territory, Chu was forced to
parts of Jiangsu. The Chu capital was
vanished Shang dynasty, since many
expand southwards and eastwards,
at Ying , which was located in what is
motifs used by Chu appeared earlier
absorbing local cultural influences
today Hubei province.
at Shang sites, such as motifs depicting
along the way. In 333 BCE, Chu and
serpent-tailed gods.
Qi partitioned and annexed the coastal
The land of Jing was inhabited by the
state of Yue.
native Chu people. The early Chu
Later Chu culture was known for its
state was ruled by an aristocracy
affinity for employing shamanistic
By the late Warring States period
with close affinity to the Zhou kings,
rituals. Chu was also known for its
(ca. late 300s BCE), however, Chu’s
with its capital at Danyang. Prior to
distinct music; archaeological evidence
prominent status had fallen into decay.
the dissolution of Zhou’s power, the
shows that Chu music was annotated
As a result of several invasions headed
territory was transferred by authority
differently from Zhou music; Chu
by Zhao and Qin, Chu was eventually
of the Zhoucheng Wang of Eastern
music also showed an inclination for
subjugated by Qin.
Zhou to Xiong Yi.
using different performance ensembles,
In 278 BCE, Qin general Bai Qi


as well as unique instruments; In Chu,
the se was preferred over the qin,
while both instruments were equally
preferred in the northern Zhou states.

Chu came into frequent contact with
other people in the south, most notably
the Ba, Yue and the Hundred Yue.
Numerous burials and burial objects in
the Ba and Yue styles were discovered
throughout the territory of Chu, co-
existing with Chu-style burials and
burial objects.

The early rulers of the Han Dynasty
romanticized the culture of Chu,
sparking a renewed interest in Chu
cultural elements such as the Chu Ci.
After the Han dynasty, Chu developed
an undeserved reputation for being
a barbarian state; Confucian scholars
considered Chu culture with distaste,
criticizing the “lewd” music and
shamanistic rituals associated with Chu
culture.

Yangtze Culture
The Yangtze river is important to the
cultural origins of southern China.
Human activity was found in the Three
Gorges area as far back as 2 million
years ago, initiating debate over the
origin of the Chinese people.[3] In the
Spring and Autumn Period, Ba and
Shu were located in the western part
of the river, covering modern Sichuan,
Chongqing, and western Hubei; Chu
was located in the central part of
river, corresponding to Hubei, Hunan,
Jiangxi, and southern Anhui. Wu and
Yue were located in the eastern part of

31

the river, now Jiangsu, Zhejiang, and from their capital at Nanjing, though
Shanghai. Although the Yellow River it later moved capital to Beijing. The
ROC capital was located in Nanjing in
region was richer and more developed
the periods 1911-1912, 1927-1937, 1945-
at that time, the milder climate and
1949.
more peaceful environment made the
Yangtze river area more suitable for
Famous people
agriculture.

Famed poet Qu Yuan hailed from
From the Han Dynasty, the region of
Chu. A government minister and a
the Yangtze river became more and
patriot, he had advocated uniting
more important in China’s economy.
with the other states to combat the
The establishment of irrigation systems
rising hegemon Qin, yet to no avail;
(the most famous one is Dujiangyan,
he was banished by the king of Chu.
northwest of Chengdu, built during
According to tradition, such was his
the Warring States period) made
grief upon learning of the Qin invasion,
agriculture very stable and productive.
reportedly committed suicide in the
Early in the Qing dynasty, the region
Miluo River. The Duanwu Festival
called “Jiangnan” (that includes the
honors his death for his country.
southern part of Jiangsu, the northern
part of Zhejiang, and the southeastern
Warrior King Xiang Yu also known
part of Anhui) provided 1/3-1/2 of the
as “Overlord of Western Chu”, he
nation’s revenues.
destroyed every single Qin army and
also was rival to Han Dynasty founder
Historically, the Yangtze became the
Liu Bang. He was fearsome in the
political boundary between north
battlefield but arrogance lead to his
China and south China several times
downfall.
(see History of China) because of the
difficulty of crossing the river. Many
battles took place along the river, the
most famous being the Battle of Red
Cliffs in 208 AD during the Three
Kingdoms period.

Politically, Nanjing was the capital of
China several times, although most of
the time its territory only covered the
southeastern part of China, such as the
Wu kingdom in the Three Kingdoms
period, the Eastern Jin Dynasty, and
smaller countries in the Northern and
Southern Dynasties and Five Dynasties
and Ten Kingdoms periods. Only the
Ming occupied most parts of China


Jingzhou Tourism: the Development Strategy
Identity
In the world of tourism, location and
message are important, and both
require a concerted effort across the
world of media, television, press
and tourist operators. This challenge
is translated as branding- putting a
strong differential marker on the city
so that it stands out from surrounding
competition.

Branding
In branding (the creation of one image
or multi images and graphics that
convey the essence of the city) Jingzhou
promotes itself as the Enjoyable City
of Pure Water and Dynamic Culture.
These two elements are not mutually
exclusive, but form a ‘ying-yang’ that
will appeal to the broadest spectrum
of tourist market. The celebration of
water and its importance to all aspects
of life will appeal primarily to families,
and it need not be too sophisticated,
certainly in the first phases. At Xi’an,
the outdoor show before the tour of the
mausoleum is a relatively low budget
presentation that is not historically
accurate, but conveys a good sense of
the costumes and customs of the past.
Culture draws a more sophisticated
and wealthier crowd, but fewer in
numbers.

Marketing and Promotion
Hubei’s Jingzhou area offers the
greatest short-term opportunity for
creating increased tourism. Beyond

33

Hubei province other inhabitants of
China or foreign visitors may visit
Jingzhou, either as a stop along a
defined tourist path, or because the
‘critical mass’ of Jingzhou’s content,
allied to marketing programs is
successful enough to encourage a two-
day visit.

Jingzhou City: Master Plan
Proposal

City Opportunities
As the city of Jingzhou metamorphoses
it looks back in history to times when
it was at the heart of politics and
strategy, and ahead to the dynamic
future represented by a vibrant China.
As the inefficient or tired buildings are
swept away there is the opportunity
to create a living environment that is
entirely unique. The master plan can
either revert to a standard city layout,
or it can represent something new and
in keeping with the interconnectivity
of modern life. As the requirements
for large offices goes away, work
can become pleasurable so the
new city core reflects change in the
urban manifestation. The probable
replacement of large formal squares
by more interesting neighborhood
landscape pockets that better serve
the local population should be couple
to an adherence to green principles-
the elements of the Eco City that are
emerging in places like Dongtan and
Chongming.


Short Term- Mid Term -Long
Evolving Master Plan primary tourist route. A thematic
Term Developments
transportation system will be provided
The traditional Chinese grid has to the visitors at the gated entry where
dictated the evolution of Jingzhou This emphasis on content is a strategy
tickets are purchased. This could
City, as with thousands of traditional so that the developer and Jingzhou can
be in the form of human or bicycle
Chinese layouts. While the grid works take advantage of the 2008 Olympic
rickshaws, or horse drawn vehicles.
well for vehicles, it is boring and of year. To achieve notable projects by
Ideally the operators of the future
less interest to pedestrians, giving 2008, our goal is to have a significant
attractions will control traffic and
away the potential in long views. The number of projects conceived, designed
usage on portions of the perimeter
long term planning concept is to break and produced by no later than the end
roads. In certain points, such as the
with the grid by introducing a new of this year. The larger capital projects
double gates areas, or in the south east
water canal system--comparable to that affect the Mid-Term (5 year Plan)
(former prison) this perimeter road
the Grand Canal in Venice, Italy-- over and Long Term (10 Year Plan) have a
requires to move around the exterior
the re-developed areas and districts. major component of architecture and
of the destination leaving the Battle
This would determine the location degree of difficulty. Some of these
Theater with unhindered views to the
of community and destination needs projects may take up to three years to
wall.
and would follow a hierarchy of bring to reality. The short-term projects
piazzas, lanes, passages, courtyards start this process.
The main road from Shaashi, and to the
and ultimately larger gathering spaces city through the South, West and Large
that include town square/ and public North Gates will continue to carry the Incentives
park(s). traffic of the residents. This is until
Jingzhou is considering the creation
the impact of the master plan can be
of Tourism Tax free economic zones,
examined and calculated.
District Concept
similar to tax free industry zones
Explanation located at Shenzen, and other places. By
Content Development this concept all of Jingzhou City within
Each district to be developed would
versus Architecture the defined districts would become tax-
rely on an interpretative density of
free. This would encourage investors
use. Thus the Entertainment District,
Development of content, not with leisure project investment in mind
the Technology District, the Historic
architecture, is the initial ‘driver’ to to come into a synchronized plan that
District, of the inner city focuses on the
establish a tourism base at Jingzhou. would place their investment where
key attributes of the citizen’s lifestyle.
Entertainment is the recommended it was best thought it could thrive.
Is it possible to incorporate new
device by which culture is interpreted Waiving import duties for specialty
ideas into a city that is very ancient.
through the stories of the Chu, Three entertainment hardware is also under
Lighthouse believes so, but change is
Kingdoms and Yangtze River is consideration.
required with considerable sensitivity.
brought to the public. By content we
mean storylines- that illustrate by Project income will be both pay at the
New public/visitor many methods; theatrical, graphic, gate, and through group ticket sales.
circulation system light, and sound the notion of dynasties Key to this is the transportation system
as they refer to this region of Hubei. that moves paying visitors from one
The perimeter road that circulates destination to the next.
inside the walls will become the

35

Jingzhou Tourism: New Attractions to Support the Vision

1 East Gate and Ancient Wall (A1)
2. Juilong Park (A2. A26)
3. Xiong Tombs (A12)
4. Lord Guan Battle Theater (A5)
5. Lord Guan Shrine Area (A11)
6. Museum including AV Theater (A6)
7. Three Kingdoms Dynasty Park (A3, A19, A28, A29)
8. High Speed Rail Tourism Center (A33, A34)
9. Famous People Hotel at city hall (A15)
10. Development of the banks of the City moat (A4, A21)
11. Yangtze Culture Longevity Park (A25)
12. Sanyi Historic District (A8)
13. Old North Gate (A41)

(numbers in parentheses refer to Master Developer
agreement)

7.2.4.4¡¡È·¶¨¹æ»®ÂÃÓÎÇøµÄ¦ÜÖºÍÁØÀû£¬Ìá³öÆÚ
ÈÝÁ¿¡£
Define each functional district and the land usage in the planned
destination, and propose a tourism capacity in the plan period

37

Attraction Locations: Ancient Walled City


Jingzhou Tourism Master Plan

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Jingzhou Tourism Master Plan