Reviving Ancient Chinese Dance Forms in Hongjiang City

This project aims to revive the ancient Chinese dance forms in Hongjiang City, Hunan province, by organizing a festival in various historical sites. The festival will include large scale presentation of the ancient Chinese dance forms and various other performing arts. The project will boost tourism and increase awareness about the cultural and archeological history of China. The proposed location of the event will be all the accessible ancient archeological sites where permission will be available from the end of the Government. The proposed time of the event is in the middle of May, from 15th to 21st May, 1 week.

Running head: CULTURAL MANAGEMENT PROJECT
CULTURAL MANAGEMENT PROJECT
Name of the Student
Name of the University
Author note:

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Table of Contents
Introduction......................................................................................................................................2
Theme of the Project and Art Form Focused On.............................................................................3
Rationale for the Project..................................................................................................................5
Proposed Location and Dates..........................................................................................................7
Possible Cultural Institutional Partners within the Country............................................................8
Possible Funding Sources, Internal and External..........................................................................10
Reasons Why This Piece Of Work Would Be Appropriate For the Intended Audience...............12
Realistic logistics to make it happen.............................................................................................13
Problems or sensitive issues that your proposed project might raise............................................14
Potential for ongoing partnerships that the project might generate...............................................15
Project Budget...............................................................................................................................17
Reference:......................................................................................................................................19
Appendix........................................................................................................................................21

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Introduction
People in the modern world are forgetting their cultural roots. As it has been discussed in
the previous part of the paper, modern civilization and globalization is giving rise to a
homogenous world where the population throughout the world are becoming similar in their
thought process because of increased connectivity and therefore forgetting their rich cultural
past. In the ancient times when it was the time for the rise of different civilizations around the
world, each had their own unique characteristic features that set them apart from other
civilizations. Chinese civilization is one of the world’s oldest civilizations (Granet, 2013). It has
been pioneer in many discoveries including paper and gun powder. The country had its own
unique and glorious past where the forefathers of the modern Chinese man had several
milestones of success in various fields. This includes, art, culture, science and performing arts. In
present times, with modernization Chinese population has started to forget the glorious past
legacy, therefore it is now required to take adequate measures in order to reestablish the
memories of the ancient past in the mind of the modern Chinese men. This can be done through
various means, the most important of which can be organizing festivals that will help the people
recollect their ancient past. This will also help in boosting the tourism of the region as many
national and international tourists will visit the place for experiencing the particular festival. It
will change the economy of the region by increasing the flow of tourists in the region which will
directly cause growth of hotels, businesses and similar economic activities. The proposed event
will be therefore helpful in the economy of the region and also in making the participants
historically more aware. The event must be a balance of culture and historical perspectives. The
archeology of the place must be highlighted to the visitors in an entertaining manner so that the

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memory of the event remains in their mind. This will be helpful in also reaching out to the
foreign tourists who will be showing greater interest in the history of China.
Theme of the Project and Art Form Focused On
In the ancient city of Wuzhen the performing art form of theatre has been revived and
utilized to boost the cultural past of the town. This theatre festival in Wuzhen has become one of
the most popular festivals in entire China (Eberhard, 2013). There are thousands of tourists and
visitors coming in the town of Wuzhen to experience this annual event. It has almost become a
yearly carnival when people from all over the country and many foreign tourists visit the place to
be a part of the theatre festival and to ensure that the yearly carnival becomes a success (Shiqing
& Dawu, 2012). The administration of the city also takes appropriate measures to support the
particular theatre festival and carnival in all possible ways so that the festival takes place
smoothly without any problems. This theatre festivals is successful in bringing back the memory
of the ancient cultural heritage at one hand and in gathering tourists in the region on the other
hand.
In the ancient city of Hongjiang a similar festival can be arranged in the similar model in
order to get the likely successes which have been achieved in Wuzhen. This particular city is
located in the Hunan province and is mostly a city covered with mountains and snow peaks. So
this naturally makes it a favorite destination for the tourists. The town Hongjiang is an ancient
commercial town which currently boasts of about 380 ancient architectures which are intact and
important for reconstruction of the ancient Chinese history. The most of the ancient structures
has been erected during the Qing dynasty and Ming dynasty. The city boasts of a long vibrant
history of different Chinese dynasties is a commercial port, and is a major fireworks town, with

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more than 3000 years history of civilization (Zhang, Fyall & Zheng, 2015). The city was a
destination for the merchants dealing with tung oil, wood, ash, opium.
The proposed project for the revival of the ancient historical memory of the Chinese
population in this city will include a festival where there will be large scale presentation of the
ancient Chinese dance forms and various other performing arts. The venues will be the various
historical spots where the ancient architectures still stand. This will at one hand revive the
ancient dance forms and also draw more international and national tourists to the ancient
architectural sites of Hongjiang. The ancient architectural sites are located at various places of
Hongjiang. Therefore, the events organized in various areas of the ancient town will almost
recreate the carnival like mood which is found in Wuzhen during the theatre festival. In Wuzhen
as well the theater festival takes place in various locations of the city. The city is enlivened with
theatres happening all over the city at various locations. In the same way the city of Hongjiang
can be decorated properly and stages can be erected in the ancient architectural sites where
people can go and experience the dance festivals, and all the dance forms will be traditional
ancient Chinese dance which will depict the Chinese history. The ancient Chinese dance forms
are Folk dances of Han Chinese, Ritualistic dances, Folk dances of various minority groups in
China and various others. The ancient dance forms in China mainly took place in the court rituals
and ceremonies. The various rulers in the ancient China had been engaged in developing and
picking various folk dance rituals. It also often happened that many future emperor who came
banned previous dance forms. These historical events that took place in the past will be presented
to the people in the dance forms and contemporary dance forms will also be presented along with
the ancient dance form to contrast and show the people the evolution of dance through the ages.

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The project will include programs and events that will be evenly distributed in the whole
town of Hongjiang and the primary locations will be the ancient architectural sites. The backdrop
of the mountains and snowy peaks will add extra attraction (Refer to image 4 and image 5 in
Appendix). The organizers will ensure that there are stages, sitting arrangements, bathrooms,
resting places and medical care facilities in each of the locations where the events will take
place. Before the commencement of the event that will run for a week, there will be
advertisements and announcements in the entire country and also in important international
platforms. In national perspective advertisement can be given in the national television, in
various popular news and entertainment channels, and hoardings and billboards all over the
country. In the national radio channels there can be programs and advertisements dedicated to
this program. In the international arena the organizers can rely on heavy online advertisements in
international websites especially the ones dedicated to travel websites. The international travelers
who are interested in Chinese cultural history and architectural history can come and experience
both of these aspects of history together in this one single event. The cultural history will be
depicted by the ancient dance forms which will be performed by expert professionals hired for
the purpose. When the populations will come to attend the dance festivals they will also be
visiting the ancient cultural sites which will make them aware about the ancient architectural
history of China.
Rationale for the Project
The historical forgetfulness seen in most of the countries throughout the world is a trend
which has worried many, especially those who deal with the historical studies. The countries
around the world have started investing in the field of historical studies and to encourage people
to grow interest in the cultural and historical roots of their past through various cultural programs

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and historically motivated events. The idea and objective of such awareness programs is to make
the general people aware about their historical past through entertaining means. This encourages
people to get educated about history in lighter ways and also increases the tourism revenue of the
area where such project is implemented.
In the world the various places where important historical sites have been transformed
into tourism destinations from where millions of revenue is earned include Machu Picchu, Great
Pyramids, Angkor Wat, Petra, Stonehenge, Colosseum. Easter Islands, Taj Mahal, The Great
Wall. The historical tourism which takes place in various parts of the world are also known as
the heritage tourism (Park, 2013). According to the National Trust for Historic Preservation in
the United States heritage tourism is defined as "traveling to experience the places, artifacts and
activities that authentically represent the stories and people of the past". The cultural aspect has
always been one important aspect of the historical tourism, tourists from foreign countries
visiting a particular region to experience the cultural essence of the place, including the ancient
lifestyle of the people of that place, the indigenous style of livelihood of the people. There is also
theories that cultural tourism is a thing of past now, and now tourism itself has become a part of
the culture, therefore tourism itself is culture now (Sahlins, 2013). Therefore the rationale behind
the organization of the program constituting ancient dance forms of China is the growing
popularity behind the tourism dedicated to culture and lifestyle of the indigenous people of the
region.
On the other hand the rationale behind the inclusion of the archeological and ancient
architectural aspect of the ancient history by arranging the ancient dance programs in the ancient
archeological and architectural sites in the city, is the great interest of the people in exploring the
various archeological sites as a part of their tourism all over the years throughout ages. The most

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common form of historical tourism is the exploration of archeological areas of a particular
region. The ancient architectures including the palaces, ancient buildings, caves, statues play
very important role for the tourists (Su & Wall, 2014).
In this particular project therefore both the aspects of culture and history has been
brought together to give the tourists and history enthusiasts a composite experience where both
the cultural and archeological aspect of Chinese history will be covered. The rationale of the
project is therefore to increase the interest of the general Chinese people and the international
tourists in ancient Chinese history, and by the increased tourism to gain more revenue that will
help in the development of the ancient town.
Proposed Location and Dates
The proposed location of the event project will be spread across the city of Hongjiang, in
the various ancient archeological locations in the city. The city is located in the Hunan district of
China in picturesque location with mountains and snow peaks in the background. The Hunan
province is located in the Western part of China and is famous for various tourist locations that
dot many parts of it. Apart from Hongjiang there are various other famous historical sites in the
region as well, the Liye ancient city is one of the ancient archeological sites in the region. The
Liye town was the seat of the Qianling County and is famous for the 37,400 Qin bamboo slips
discovered in underground in 2002 (Blumenfield & Silverman, 2013). The Liye ancient city was
built by the Kingdom of Chu. In Hunan there are various other historical locations and sites that
are important to the historians but not known by the common people. In the Hongjiang city there
are more than 380 intact ancient structures built during the Ming and Qing Dynasties (Benton
and Pieke, 2016). All these sites can be destinations of tourism from international regions as well
as tourists from various parts of the country. The proposed locations of the events that will take

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place in various parts of the Hongjiang city will be around the ancient structures so that the
unknown archeological sites will get popular attention from the people. There are some ancient
sites where the structures are vulnerable and it would not be possible to get permission in
arranging the event, therefore there must be a prior discussion with the government in details
about the possibility of such events and in which if the ancient locations such events will be
allowed by the government. Prior permission must be taken from the required departments to
successfully conduct the project.
It is advisable that the best time people should visit the various cities of Hunan including
the Hongjiang city is the spring and autumn season (Wang, 2018). This is the time when the
weather remains at its best, and all the locations of tourist interest is accessible for the general
public. Therefore the time when the events can be arranged is from April to June. The best time
to visit the place is May and hence this festival will be arranged in the middle of May.
Therefore the proposed location of the event will be all the accessible ancient
archeological sites where permission will be available from the end of the Government. A
dedicated team of the management of the event will do their own research in ensuring that which
of the ancient archeological locations are feasible and viable for the events to be conducted. Then
a detailed proposal for the event will be given to the government so that permission can be taken
from the government authorities easily. The proposal must be designed in a way that the
government is convinced about the benefits of the project. The multiple benefits must be
highlighted properly.
The proposed time of the event is in the middle of May, from, 15th to 21st May, 1 week.

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The proposed location and time will have great impact on the success of the project. The
people who will be showing interest must be given a comfortable and entertaining experience so
that they may return every year. The performers must also be kept in a very comfortable
environment so that they can perform their best. This is the reason that such location and such
timing is chosen for the proposed festival.
Possible Cultural Institutional Partners within the Country
The two aspects of the proposed project includes tourism and history. Therefore the
institutions that can be a part of the project may include the prestigious historical organizations
in China and the big tourism companies that arrange for international tourism.
In China tourism is one of the most important industries from which the government
collects a lot of revenue and in the last few decades the countries tourism has grown a number
times due to the governmental reforms and international exposure (Shepherd & Yu, 2012). China
is one of the fastest growing economies of the world and fast becoming a superpower giving the
powerful countries of the world a close competition. Therefore this is a reason that there is more
investment in the field of tourism and historical conservation from the Chinese government.
Some of the important cultural institutional partners of the country are World History
Research of China, Chinese Academy of Social Sciences, The Confucius Institute, the Peking
University, Hunan University and Central South University.
The city of Hongjiang is located in the Hunan province of China. Therefore it is advisable
that the History department of the Hunan University may be kept as a partner. This will help the
event to take place smoothly and also an advisory board can be created who will be guiding the
whole event and also giving suggestions about the proposed sites of the events. The Chinese

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Academy of Social Sciences and the prestigious Confucius Institute may also be kept as partners
of the whole project (Hayhoe, 2016).
Other cultural institutions that must be kept in close partnership with the project would
include the prestigious and famous dance academies in China that deal with traditional Chinese
dance form. The Beijing Dance Academy is one of the foremost and most prestigious dance
academy in China, this institute not only deals with the ancient dance forms of China but also
blends the Chinese traditional dance forms with the modern dance forms from various foreign
origins. The proposed events would be featuring best performers of the traditional dance forms
from various parts of China. The organization of such performances may be done from the end
of the Beijing Dance Academy who will be in the responsibility of managing the performers, and
finalizing the performances.
Therefore the above two partnerships with the cultural institutes will ensure that the
archeological and cultural aspects of the events are taken care of. The partnership with the
History department of the Hunan University, The Chinese Academy of Social Sciences and the
prestigious Confucius Institute, will make sure that the historical and archeological aspects of the
project is taken care of. The partnership with the Beijing Dance Academy will ensure that the
cultural aspect of the ancient dance forms of China are taken care of.
Also it is required to keep close contact with the national and international tourism
companies so that the interested people from national and international scenario who wants to
take the experience of the event may do so with ease. There will be a. active customer helpline
that will cater to the national and international customer groups who are interested.

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Possible Funding Sources, Internal and External
Tourism sector in China as already mentioned is one of the most vibrant and growing
sectors. The government of China has taken a keen interest in developing this particular sector.
The tourism market in China has become one of the world's most-watched inbound and
outbound tourist markets. “It was estimated that the number of domestic trips in China would
increase to about 2.38 billion trips by 2020, indicating an increase of over 50 percent compared
to the number of trips made within China ten years ago. The total revenue of Chinese travel and
tourism industry amounted to 3.94 trillion yuan as of 2016, up 15.2 percent compared to the
previous year. The industry contributed 2.1 percent to China's gross domestic product (GDP) and
provided around 22.5 million jobs” (Statista.com, 2018). It is estimated that the number of
people appointed in the various jobs related to tourism in China amounted to more than 65
million in the year 2015. In the same year the number of foreign tourists coming in the country
amounted to about 26 millions, the highest number of foreign tourists in the recent years came in
2012 which amounted to 27.19 million. In 2012 the revenue collected from the international
tourism China amounted to 50 billion in US dollar, in 2016 the numbers reduced to 44.43 billion
US Dollars. (Refer to Image 1 to Image 3 in Appendix). Therefore by the sheer volume of
revenue and number of foreign and national tourists it can be stated that there will be no dearth
of investors who will be interested in investing in the project. Apart from that the project is
solely dedicated to the uplifting of historical awareness among the general public, therefore it is
expected that the Chinese government will also play a crucial role in helping the organizers with
some funds or facilities that will be helpful.
China has a huge investment history in the field of education. The government has been
encouraging the academic endeavors, and aims to bring in more than half million international

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students within the country by the year of 2020. This particular project is dedicated solely to the
encouragement of historical tourism and to increase the awareness about the ancient glorious
past of China. Therefore the particular project will be getting government support because of the
objective it has. A detailed proposal will be given to the government and possible institutes that
invest and donate for educational purpose. It is expected that the local administrative authority of
the city of Hongjiang will also be showing interest in facilitating the project. The project will
increase the revenue flow in the city, this carnival will be ensuring that a huge number of
national and international tourists will be coming in the city to experience the carnival. The
whole city will be decorated and there will be help desks and kiosks to guide the students.
Reasons Why This Piece Of Work Would Be Appropriate For the Intended Audience
The particular idea of historical events are mainly intended for the younger population,
the school and college students mainly. However that doesn’t mean that the other age groups
would not be included in the list of target group. The events will be designed compositely for all
age groups. Having said that it must be emphasized that the main target group is the secondary
and higher studies group of student. The primary target group of the project are those who do not
have enough knowledge about Chinese history. The wholesome package of entertainment and
knowledge will be helpful in enticing the target group in coming and experiencing the event. The
target group comprising of girls and boys of the age between 15 and 25 are more interested in
learning through entertainment rather than dry theoretical learning. This is the reason that the
cultural programs constituting of ancient Chinese dance forms will be interesting for the target
group.
There will be audio visual presentations in the historical sites that will explain the
historical importance of the particular site where the dance program is taking place (Marcus et

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al., 2018). This will make the experience even more interesting for the people visiting. Audio
visual methods are very effective in imparting historical knowledge (Rosenstone, 2014). They
will be taking a tour of the historical sites, they will be watching a short documentary on the
subject and they will also be experiencing the live dance program featuring ancient Chinese
dance forms which includes many tribes like the Kazaks (Benson & Svanberg, 2016). This will
be giving a wholesome historical experience to the audience and their historical awareness will
also increase. This kind of programs will take place all around the town and there will be a
perfect carnival atmosphere that will be great for the revenue generation of the town as well. The
intended target group will also constitute of international tourists who will be coming through
various renowned international tourism companies with whom there will be a partnership of the
project.
As mentioned before, there will be an advisory board who will be keeping a tab on the
appropriateness of the project on in the intended target group. It will be seen that whether the
designed composite programs will be helpful for the people to understand history and become
aware about their past glories. Before the commencement of the program there will be a survey
among the sample group of the target population to understand what the exact interests of this
target group are. The events will be advertised in mediums where the message will most
effectively reach the target audience, for example in the social media the age group selected will
focus on the younger population for whom knowing historical knowledge is most important.
After the 7 days long carnival gets over there will be a system to collect feedback from
the participants to understand their point of view and how much effective is the whole carnival in
bringing back the historical memory of the people in general. The feedback will be analyzed to
improve the future carnivals.

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Realistic logistics to make it happen
The realistic logistics required for this project include the materials required for building
the stage and sitting arrangements at the locations, which include rods, bars, tools, machines,
chairs, platforms, lights, sound systems, crowd management equipment, drinking water facilities,
temporary toilet facilities, projectors, screens and similar items. There must be a dedicated
transportation partner for transporting the items from one location to the other.
Problems or sensitive issues that your proposed project might raise
As discussed in the above, the cultural program will be held in the historical spots of the
city of Hongjiang. Since the historical spots are scattered throughout the ancient city, several
programs will be organized in different corners of the city. All of the historical spots are ancient
and are in a vulnerable condition. On the other hand, a huge gathering can be expected there
during the cultural program as the programs will be organized in a grand manner in a form of
carnival. It can be expected that a wide range of people irrespective of age will mark their
presence during the programs. Hence, there will be a risk that the ancient structures of these
spots can be adversely affected. For example, as the places are already in a vulnerable condition,
setting up of stage and other temporary structures can further damage the ancient buildings and
the structures (Van der Wagen & White, 2018). On the other hand, careless behavior of the
people who will attend the programs will be another threat to the historical spots. To be more
specific, often it is seen that people litter here and there and among them littering of plastic bags
is the most common issue that causes damage of the historical spots. As per Van der Wagen and
White, (2018), the littering will not only pollute the areas but will also damage the scenic beauty
of the historical architectures.

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However, as per Andersson and Lundberg, (2013), the major threat is that due to
vibration during setting up of the stage and sitting arrangements for the audience, the ancient
architectures might collapse any time. If that happens, not only the historical spots will lose its
significance, the audience’s lives will be at stake also amid such disaster. Thus it is strongly
recommended that the precautions must be taken in a serious manner before organizing the
cultural programs in order to avoid any unpleasant situations (Jones, 2017). Since hammering
can be the cause of major damage, it must be avoided. Even if it is required, special attention
must be given the precautionary measures. As per Jones, (2017), the other major issue is related
to the audio-visual part of the cultural program. While visualizing the whole program, screening
machinery will be required to set up on the wall of historical structures which might cause
damage and can even cause collapse. Hence, it is suggested that while organizing such a grand
festival these above mentioned aspects must be considered in order to assure success.
Potential for ongoing partnerships that the project might generate
Several organizations will be partnered for the successful organization of the festival like
cultural program so that it can surely evoke an urge within the audience to know about the
history of China. The major organizations which will be the part of the projects are the
government’s tourism wing, private tourism and travel agencies of China, World History
Research of China, and Chinese Academy of Social Sciences, The Confucius Institute, the
Peking University, Hunan University, Central South University, international tourism companies
and the event organizing companies.
Once the project achieves success, the engagement with the above mentioned
organizations will be stronger. The partners will be further encouraged in doing more such
events together so that the partnership increases more. As per Quinn, (2013), in respect to that, it

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needs to be mentioned that funding is the major concern for such a grand cultural program.
Hence after successful organization of the program, the institutes mainly the Universities can
invest more since such programs are generally considered to be very beneficial for the students
of history (Jones, 2017). More than class room based theoretical knowledge; students prefer
studying in practical way. Hence, it can be said that for the interest of students, these educational
institutions can be expected to invest more in a considerable manner.
On the other hand the tourism companies and the tourism sector of the government might
extend their partnership for more such programs since it is a major tourism attraction for both the
domestic tourists as well as international tourists (Rojek, 2014). International tourists often show
more importance in the eastern countries like China and India because of their rich historical
past. It is often seen that Chinese history and culture is of high importance among the
international tourists. Hence such a program which will recreate the Chinese history through
audio-visualization and dance programs must be able to satisfy the interest of tourists while
increasing a greater scope so that the tourism of the country will be flourished. Beside of
government, the tourism agencies will be highly benefitted by the partnership as it can be a
significant tourist attraction of Chine, mainly for those tourists who are history lovers (Quinn,
2013).
It deserves mention that this partnership will also be beneficial for the event organizing
agencies. Such grand series of cultural program will surely require more than one event
organizing companies since the several programs will be held in different part of the city of
Hongjiang. As the cultural program is a grand natured festival like project, it cannot be managed
properly without the help of event organizing companies. According to Jones, (2017), as a result

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there is a scope for the event management companies to generate more profit from such big
project which is of historical importance.
On the other hand the television and media centers can also be partnered so that they will
be able air the programs over television (Quinn, 2013). The media such as news papers, news
channels and radio channels can be partnered in order to promote the organization of the project.
Macau Lotus Television, Macau Asia Satellite Television, China Daily, 88.3 Jia FM and similar
media companies can be partnered so that the cultural project will be successful in attracting the
audience to attend it.
Project Budget
START-UP COSTS Cost ($)
Registrations
Business name
Licences of the event $10,000
Permits $2,000
Domain names $2,000
Trade marks/designs/patents $1,500
Vehicle registration $2,500
Membership fees $2,000
Accountant fees $5,000
Solicitor fees $1,500
Rental lease cost (Rent advance/deposit) $500
Utility connections & bonds (Electricity, gas,
water) $1,500
Phone connection $2,500
Internet connection $2,500
software $300
Training $3,000
Wages $25,000
Stock/raw materials $15,000
Insurance
Building & contents $15,000
Vehicle $25,000
Public liability $100
Professional indemnity $1,500

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Product liability $2,500
Workers compensation $15,000
Business assets $5,000
Business revenue $25,000
Printing $15,000
Stationery & program supplies $3,000
Marketing & advertising $15,000
Total start-up costs $198,900
EQUIPMENT/CAPITAL COSTS Cost ($)
Business purchase price $0
Franchise fees $0
Start-up capital $300,000
Plant & equipment
Vehicles $3,000
Computer equipment $25,000
Computer software $15,000
Phones $1,500
Equipments and machine $1,500
Security system $3,500
Dance equipment
Furniture $25,000
Program fitout $2,500
Total equipment/capital
costs $377,000

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Appendix
Image 1: Statistics of Inbound tourists’ arrival in China
Source: (Statista.com, 2018)

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Image 2: Number of tourists in Billions
Source: (Statista.com, 2018)
Image 3: Inbound tourist arrival and growth rate in China

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Source: (Statista.com, 2018)
Image 4: Hongjiang
Source: Internet

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Image 5: Hongjiang
Source: Internet