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Abstract：In recent years, the English language has become more popular and is being used a lot more by the Naxi people. The Naxi people are benefiting from favorable national policies and the advantages they have especially in the area of local tourism. Improvement has seen in the command of English by people who work hard to improve their quality of living and realize their values. A better future is awaiting them as local Naxi people embrace opportunities when the overall national policy environment and benefits of globalization are only boosting their economy and development.
Key words：English, Naxi people, improvement, globalization，soft power
基金項目：本文为云南民族大学2010年度青年基金项目《少数民族青年英语语言能力与民族文化软实力提升关系之研究——以丽江纳西族为例》成果之一，项目编号：09QN24.
I Background Review
The Naxi is a well-known ethnic minority group in the southwestern Yunnan Province in China. In this new era of globalization, the Naxi people are going through tremendous transformations that never occurred, especially in light of China’s Economic Reform and Opening-Up. The everyday lives of Naxi people have improved greatly over the years due to favorable national policies and Lijiang’s unique advantages in tourism.
It is imperative that any social research projects regarding the Naxi people or Lijiang looks at the 1996 Lijiang Earthquake, an important historical point that impacted Lijiang and Naxi people’s life. On February 3, 1996, a severe earthquake took place in Lijiang, measured 7.0 on the Richter scale. 184 aftershocks occurred in the 26 hours following the earthquake, including 18 which measured between 4.0 and 4.8 on the Richter scale. According to authorities, 322 people died in the earthquake and 14,000 were injured. 186,000 houses collapsed, and another 300,000 people had no choice but to leave their damages homes. After the earthquake, many buildings were reconstructed as traditional single-family dwellings. The local provincial government, Chinese central government, and internationally the World Bank and other organizations, provided great assistance to help Lijiang restore its traditional streets, bridges, and canals. The historical restoration efforts helped Lijiang achieve designation by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as a World Heritage Site. Specifically, the Lijiang old town was registered on the UNESCO World Heritage List on December 4, 1997. Ever since, the local government has taken on even more responsibility for the development and protection of Lijiang. Coming along with the restoration was the booming tourism industry in Lijiang. Hundreds of thousands of travelers from around the world flooded in and Lijiang has become more popular after the earthquake. II English as a Foreign Language Strengthens Naxi Soft Power
Along with the booming of the tourism in Lijiang is the need for some local people, especially people from businesses involved with the tourism industry, to have basic English language skills. Evidently, before the earthquake occurred, Lijiang was a remote area explored primarily by those of foreigners who went there as part of their overall China travel plans. And also by those of foreigners who have learned about Lijiang through famous novels such as the Lost Horizon, a 1933 novel by English writer James Hilton - the novel is best remembered as the origin of Shangri-La, high in the mountains of the Tibet and Yunnan provinces. Such foreigners came to Lijiang as part of their interest to see an opening-up China.
After the earthquake, however, assisted by the rich history of Lijiang, the restorations by the government and the publicity through the United Nations and other international organizations, Lijiang has only became more popular. Lijiang really grew as an international tourist hot spot. To do well in tourism, a tourism business should be able to attend to the needs of foreign travelers. While in some cases these travelers have studied some Chinese before making their visits, in most cases still, they appreciate the fact that they are welcomed by local people in English and that some of their requests for travel and life in Lijiang are responded in English. Some travel agents hire English interpreters who travel together with the foreigners and who organize their daily activities. While some interpreters are professionals, some may be students who want to make extra money and some others may be people who do this part-time just because they speak English and enjoy the fun. The emergence of traveling interpreters is a sign that the use of English is officially recognized. However, it is not feasible and financially sound to always hire interpreters. Therefore some businesses in the travel industry have made initial efforts in giving their employees the opportunities to learn basic English. Some businesses have even added English speaking and listening abilities as part of their hiring requirements for college graduates who are entering the industry. Such employer requests have shown to be effective in increasing the use of English and in promoting the correct use of English because those with basic foreign language skills have received certain levels of trainings in English. III A Closer Look at the Tourism Industry and English
It is also economically beneficial that businesses in the travel industry in Lijiang begin to realize the importance of them using basic English. Along with the booming of the tourism in Lijiang is the booming of western style bars and restaurants. In field visits to Lijiang, it is discovered that menus available in both English and Chinese, and in some rare cases entirely in English, are widely seen, especially at places where the owner or manager has made special efforts in decorating their establishments to attract foreign guests. Also discovered in field visits is the fact that a handful of the bars and restaurants even show item prices in U.S. dollars. At some places, the indoor atmosphere of the establishments tends to be western styles, or at least incorporating some western elements. Signs are seen written in English too, besides menus. This is a drastic difference from many years ago when these same places were first visited by the author. By using basic English, the businesses are showing trends of globalization. These businesses are making their work easier for foreigners and this helps advertise them. In the sense of promoting themselves, places where English is used are more likely to be mentioned by the foreign travelers who go back to their home countries and tell their families and friends about what a wonderful experience they had and from where they obtained and enjoyed such experiences. It is a way of promoting and advertising, because words get around quickly. These foreign travelers bring back to their home countries nice memories but also what the Naxi people have given them, in terms of cultures and items such as souvenir.
One thing worth mentioning is the publicity the Naxi people and Lijiang have received these years via the Internet. Foreign travelers help spread the word about Lijiang and Naxi people because they have had good experiences visiting. Take the famous Trip Advisor website for instance, people have written about the “71 things to do in Lijiang” as part of their tourism and vacation experiences. The Trip Advisor is an English web page with a full array of info regarding travels across the globe. It covers many famous places and it allows travelers to leave comments upon returning from their trips. On the Trip Advisor web page, there are descriptions about the things foreign people love to do while in Lijiang and about the places that one must go before he can say he has been to Lijiang and seen a Naxi national. It is a great gateway for Lijiang to be exposed to the outside world and for Lijiang to be learned and heard about by thousands more people who are eager to make a visit there. The info page even in some cases contains info regarding how travelers rate a certain place in terms of what they like to do and what they think future travelers must do. This said, foreign travelers are fully aware of the attractiveness of the Naxi people and Lijiang (and of course surrounding areas). The Lijiang local government does not need to pay Trip Advisor to advertise for them so this is an advantage of the era of globalization and the wide spread and use of the Internet. The publicity of the Naxi people and Lijiang received through the Internet also can be attributed to the efforts that local people and travel businesses in other parts of China made. A research on the availability of English web pages describing Lijiang finds that there is actually ample of info online about the Naxi people and Lijiang. Examples of such info pages are as follows: China Tour Advisors, Yunnan Adventure, China Trip Planner, Travel China Guide, China Tour Online, Virtual Tourist, etc. The owners or originators of these various web pages may not be entirely from within the Naxi people. But, without the involvement of the Naxi people, things like this cannot be easily done. The local people are becoming better aware of the power of the Internet and have contributed in all ways that they can to advertise Lijiang and their own people. To be able to do it, and to be able to do it better, a basic command of the English language is a must. Overall in the whole country, assisted by favorable government policies, local economy develops on a rising path with the tourism and other industries that bring in westerners and people from other parts of the world.
One good example of the publicity of the Naxi people and Lijiang through tourism is the popular use of English in the hotel industry in Lijiang. There is a web host for Lijiang where at least 18 local hotels are registered and any English speaker can reserve a hotel room online. The prices for a night’s stay are stated in U.S. dollars or Chinese Yuan equivalencies. Foreign travelers are able to pick their place of stay with the price, address and other info that is important to them. All the travelers need to do is click their mouse, whether they are still in their home countries planning a trip to Lijiang in three months, already on their way to Lijiang, or already in other parts of Yunnan heading to Lijiang the next day or two. The use of English in this case makes things easier. The hotels are also benefiting because of increased lodging at their establishments. One great example about the use of English would be the Pullman Hotel in Lijiang. The Pullman is a chain and brand for luxurious hotels that are only established in resort areas. In all of Yunnan there is only one Pullman hotel and it is located in Lijiang. This hotel in Lijiang is even more unique because of Lijiang. Indeed, the hotel has an English page of hotel info and reservations, as part of their umbrella. The following description is seen for the Lijiang branch - Pullman Lijiang Resort and Spa encapsulates the beauty of China with modern architecture and traditional Na Xi-inspired designs. Located adjacent to Shu He Ancient Town and 10 minutes away from downtown Lijiang and the World Heritage Site DaYan Ancient Town, it offers a mixture of rooms and villas with private courtyards and mountain views. The resort boasts a 2000sqm indoor/outdoor spa, lakeside bars, upscale restaurants, a library, extensive conferencing facilities plus WiFi access.Ideal for escapes filled with culture, history and stunning surroundings, the resort offers easy access to many activities like cycling, hiking, golf and climbing, and acts as a stepping stone to the Shangri-la region. Price for one night’s stay at the hotel can range from $300 to $500 on regular basis, and prices for the most unique rooms can even be higher. It is not a coincidence that Pullman chose Lijiang. This is a great example where the soft power of Lijiang has increased and seen wider influence. Whoever can afford to stay in the hotel expects to get excellent service. Think about a foreign guest and his family who want to stay at Pullman. They are expecting the highest level of service. If English is not used, or if the hotel staff members do not understand English, the level of satisfactions can be lowered much more. If that is the case, the Pullman Lijiang hotel would be nothing more than a well-built establishment. IV Influences at the International Level
To better use basic English, and to spread the use of basic English, it is not only businesses that can help contribute. International meetings and symposiums taking place in Lijiang are promoting the spread and use of English as well. Such international meetings can include various industries, from medicine to forestry, and from natural resources to environmental protection. Such international activities are attracting foreign professionals and their family members to tour Lijiang and surrounding areas. The increased level of the command of English has shown its unique advantages in the sense of ethnic soft power. The wider use and spread of English is benefiting future international meetings and is putting a great and positive weight for Lijiang’s international image. Indeed, several international hotel brands, including conference centers, have flocked into Lijiang. Pullman Lijiang Resort and Spa as mentioned above, and Crowne Plaza Lijiang Ancient Town have recently opened. And the St. Regis Lijiang will open on July 1, 2014. Likewise, the St. Regis is an international brand of 5 Star luxury hotels. What is expected for the St. Regis new establishment in Lijiang is as follows - from formal social occasions to intimate business gatherings, every event at The St. Regis Lijiang Resort will be treated with the same meticulous attention to detail and legendary personal service residents have come to expect. With this in mind, the thoughtfully designed meeting areas will offer a range of generous layouts and superb amenities ready to accommodate every need. With 2,000 square meters of meeting space to be equipped with the latest in technology including wireless internet access, large or small business or social groups can be graciously accommodated at any given time. To ensure a seamless process, the team of highly experienced catering professionals will be assigned to serve you personally at every stage of planning and hosting. Schooled in international protocol and poised to handle events of every degree of formality, they will attend to everything from refreshments, flowers, lighting, technical assistance, invitations, entertainment and beyond with creativity, flexibility, dedication and grace. Coming along with the wider use of English and building of new and high-end hotels and conference centers, for example, is the railway a part of efforts that support the local soft power. A railway line from Kunming, launched in 2009, is joined by a new Passenger Rail Terminal in Lijiang. The main highway between Dali and Lijiang is being upgraded to national status, and motor access to other regional attractions such as Shangri-La and Lugu Lake are under renovation. All these will benefit Lijiang and the Naxi people. Correspondingly, their soft power is only increasing, with time. V Summary
More importantly, local schools in the district are making good efforts in teaching students English. Besides Mandarin and the Naxi language, English is being taught in numerous schools. The students are benefiting from a sound English teaching program because they are more competitive as they enter the job markets, whether local in Lijiang or more spread out in other parts of the province. The students are benefiting also because a command of English opens up more doors for them, as far as jobs and career advancements.
English learning is not always easy for the Naxi people. But efforts can be and are being made to support and promote English learning and teaching at various levels. The local and provincial governments are doing a great job in making sure that students get proper learning and training by qualified teachers. The local businesses are opening doors to school students and graduates as they seek to get more hands-on experiences in using English, whether in helping out foreign travelers in making their trips, or in assisting with international meetings and such.
Overall, the Naxi people are beginning to realize that a basic command and use of the English language can increase their soft power in this era of globalization. Field studies and literature review regarding the English status and improvement of the Naxi people have proved that a better future is awaiting them as local Naxi people embrace opportunities when the overall national policy environment is only boosting their development.
參考文献：
[1]李强主编.少数民族外语教育研究[M].北京：科学出版社，2006
[2]李强.纳西族学生英语习得研究[J].昆明：云南师范大学学报，2001
[3]考恩所.创造性破坏:全球化与文化多样性[M].上海：上海人民出版，2007
责任编辑：龙惠慧
Key words：English, Naxi people, improvement, globalization，soft power
基金項目：本文为云南民族大学2010年度青年基金项目《少数民族青年英语语言能力与民族文化软实力提升关系之研究——以丽江纳西族为例》成果之一，项目编号：09QN24.
I Background Review
The Naxi is a well-known ethnic minority group in the southwestern Yunnan Province in China. In this new era of globalization, the Naxi people are going through tremendous transformations that never occurred, especially in light of China’s Economic Reform and Opening-Up. The everyday lives of Naxi people have improved greatly over the years due to favorable national policies and Lijiang’s unique advantages in tourism.
It is imperative that any social research projects regarding the Naxi people or Lijiang looks at the 1996 Lijiang Earthquake, an important historical point that impacted Lijiang and Naxi people’s life. On February 3, 1996, a severe earthquake took place in Lijiang, measured 7.0 on the Richter scale. 184 aftershocks occurred in the 26 hours following the earthquake, including 18 which measured between 4.0 and 4.8 on the Richter scale. According to authorities, 322 people died in the earthquake and 14,000 were injured. 186,000 houses collapsed, and another 300,000 people had no choice but to leave their damages homes. After the earthquake, many buildings were reconstructed as traditional single-family dwellings. The local provincial government, Chinese central government, and internationally the World Bank and other organizations, provided great assistance to help Lijiang restore its traditional streets, bridges, and canals. The historical restoration efforts helped Lijiang achieve designation by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as a World Heritage Site. Specifically, the Lijiang old town was registered on the UNESCO World Heritage List on December 4, 1997. Ever since, the local government has taken on even more responsibility for the development and protection of Lijiang. Coming along with the restoration was the booming tourism industry in Lijiang. Hundreds of thousands of travelers from around the world flooded in and Lijiang has become more popular after the earthquake. II English as a Foreign Language Strengthens Naxi Soft Power
Along with the booming of the tourism in Lijiang is the need for some local people, especially people from businesses involved with the tourism industry, to have basic English language skills. Evidently, before the earthquake occurred, Lijiang was a remote area explored primarily by those of foreigners who went there as part of their overall China travel plans. And also by those of foreigners who have learned about Lijiang through famous novels such as the Lost Horizon, a 1933 novel by English writer James Hilton - the novel is best remembered as the origin of Shangri-La, high in the mountains of the Tibet and Yunnan provinces. Such foreigners came to Lijiang as part of their interest to see an opening-up China.
After the earthquake, however, assisted by the rich history of Lijiang, the restorations by the government and the publicity through the United Nations and other international organizations, Lijiang has only became more popular. Lijiang really grew as an international tourist hot spot. To do well in tourism, a tourism business should be able to attend to the needs of foreign travelers. While in some cases these travelers have studied some Chinese before making their visits, in most cases still, they appreciate the fact that they are welcomed by local people in English and that some of their requests for travel and life in Lijiang are responded in English. Some travel agents hire English interpreters who travel together with the foreigners and who organize their daily activities. While some interpreters are professionals, some may be students who want to make extra money and some others may be people who do this part-time just because they speak English and enjoy the fun. The emergence of traveling interpreters is a sign that the use of English is officially recognized. However, it is not feasible and financially sound to always hire interpreters. Therefore some businesses in the travel industry have made initial efforts in giving their employees the opportunities to learn basic English. Some businesses have even added English speaking and listening abilities as part of their hiring requirements for college graduates who are entering the industry. Such employer requests have shown to be effective in increasing the use of English and in promoting the correct use of English because those with basic foreign language skills have received certain levels of trainings in English. III A Closer Look at the Tourism Industry and English
It is also economically beneficial that businesses in the travel industry in Lijiang begin to realize the importance of them using basic English. Along with the booming of the tourism in Lijiang is the booming of western style bars and restaurants. In field visits to Lijiang, it is discovered that menus available in both English and Chinese, and in some rare cases entirely in English, are widely seen, especially at places where the owner or manager has made special efforts in decorating their establishments to attract foreign guests. Also discovered in field visits is the fact that a handful of the bars and restaurants even show item prices in U.S. dollars. At some places, the indoor atmosphere of the establishments tends to be western styles, or at least incorporating some western elements. Signs are seen written in English too, besides menus. This is a drastic difference from many years ago when these same places were first visited by the author. By using basic English, the businesses are showing trends of globalization. These businesses are making their work easier for foreigners and this helps advertise them. In the sense of promoting themselves, places where English is used are more likely to be mentioned by the foreign travelers who go back to their home countries and tell their families and friends about what a wonderful experience they had and from where they obtained and enjoyed such experiences. It is a way of promoting and advertising, because words get around quickly. These foreign travelers bring back to their home countries nice memories but also what the Naxi people have given them, in terms of cultures and items such as souvenir.
One thing worth mentioning is the publicity the Naxi people and Lijiang have received these years via the Internet. Foreign travelers help spread the word about Lijiang and Naxi people because they have had good experiences visiting. Take the famous Trip Advisor website for instance, people have written about the “71 things to do in Lijiang” as part of their tourism and vacation experiences. The Trip Advisor is an English web page with a full array of info regarding travels across the globe. It covers many famous places and it allows travelers to leave comments upon returning from their trips. On the Trip Advisor web page, there are descriptions about the things foreign people love to do while in Lijiang and about the places that one must go before he can say he has been to Lijiang and seen a Naxi national. It is a great gateway for Lijiang to be exposed to the outside world and for Lijiang to be learned and heard about by thousands more people who are eager to make a visit there. The info page even in some cases contains info regarding how travelers rate a certain place in terms of what they like to do and what they think future travelers must do. This said, foreign travelers are fully aware of the attractiveness of the Naxi people and Lijiang (and of course surrounding areas). The Lijiang local government does not need to pay Trip Advisor to advertise for them so this is an advantage of the era of globalization and the wide spread and use of the Internet. The publicity of the Naxi people and Lijiang received through the Internet also can be attributed to the efforts that local people and travel businesses in other parts of China made. A research on the availability of English web pages describing Lijiang finds that there is actually ample of info online about the Naxi people and Lijiang. Examples of such info pages are as follows: China Tour Advisors, Yunnan Adventure, China Trip Planner, Travel China Guide, China Tour Online, Virtual Tourist, etc. The owners or originators of these various web pages may not be entirely from within the Naxi people. But, without the involvement of the Naxi people, things like this cannot be easily done. The local people are becoming better aware of the power of the Internet and have contributed in all ways that they can to advertise Lijiang and their own people. To be able to do it, and to be able to do it better, a basic command of the English language is a must. Overall in the whole country, assisted by favorable government policies, local economy develops on a rising path with the tourism and other industries that bring in westerners and people from other parts of the world.
One good example of the publicity of the Naxi people and Lijiang through tourism is the popular use of English in the hotel industry in Lijiang. There is a web host for Lijiang where at least 18 local hotels are registered and any English speaker can reserve a hotel room online. The prices for a night’s stay are stated in U.S. dollars or Chinese Yuan equivalencies. Foreign travelers are able to pick their place of stay with the price, address and other info that is important to them. All the travelers need to do is click their mouse, whether they are still in their home countries planning a trip to Lijiang in three months, already on their way to Lijiang, or already in other parts of Yunnan heading to Lijiang the next day or two. The use of English in this case makes things easier. The hotels are also benefiting because of increased lodging at their establishments. One great example about the use of English would be the Pullman Hotel in Lijiang. The Pullman is a chain and brand for luxurious hotels that are only established in resort areas. In all of Yunnan there is only one Pullman hotel and it is located in Lijiang. This hotel in Lijiang is even more unique because of Lijiang. Indeed, the hotel has an English page of hotel info and reservations, as part of their umbrella. The following description is seen for the Lijiang branch - Pullman Lijiang Resort and Spa encapsulates the beauty of China with modern architecture and traditional Na Xi-inspired designs. Located adjacent to Shu He Ancient Town and 10 minutes away from downtown Lijiang and the World Heritage Site DaYan Ancient Town, it offers a mixture of rooms and villas with private courtyards and mountain views. The resort boasts a 2000sqm indoor/outdoor spa, lakeside bars, upscale restaurants, a library, extensive conferencing facilities plus WiFi access.Ideal for escapes filled with culture, history and stunning surroundings, the resort offers easy access to many activities like cycling, hiking, golf and climbing, and acts as a stepping stone to the Shangri-la region. Price for one night’s stay at the hotel can range from $300 to $500 on regular basis, and prices for the most unique rooms can even be higher. It is not a coincidence that Pullman chose Lijiang. This is a great example where the soft power of Lijiang has increased and seen wider influence. Whoever can afford to stay in the hotel expects to get excellent service. Think about a foreign guest and his family who want to stay at Pullman. They are expecting the highest level of service. If English is not used, or if the hotel staff members do not understand English, the level of satisfactions can be lowered much more. If that is the case, the Pullman Lijiang hotel would be nothing more than a well-built establishment. IV Influences at the International Level
To better use basic English, and to spread the use of basic English, it is not only businesses that can help contribute. International meetings and symposiums taking place in Lijiang are promoting the spread and use of English as well. Such international meetings can include various industries, from medicine to forestry, and from natural resources to environmental protection. Such international activities are attracting foreign professionals and their family members to tour Lijiang and surrounding areas. The increased level of the command of English has shown its unique advantages in the sense of ethnic soft power. The wider use and spread of English is benefiting future international meetings and is putting a great and positive weight for Lijiang’s international image. Indeed, several international hotel brands, including conference centers, have flocked into Lijiang. Pullman Lijiang Resort and Spa as mentioned above, and Crowne Plaza Lijiang Ancient Town have recently opened. And the St. Regis Lijiang will open on July 1, 2014. Likewise, the St. Regis is an international brand of 5 Star luxury hotels. What is expected for the St. Regis new establishment in Lijiang is as follows - from formal social occasions to intimate business gatherings, every event at The St. Regis Lijiang Resort will be treated with the same meticulous attention to detail and legendary personal service residents have come to expect. With this in mind, the thoughtfully designed meeting areas will offer a range of generous layouts and superb amenities ready to accommodate every need. With 2,000 square meters of meeting space to be equipped with the latest in technology including wireless internet access, large or small business or social groups can be graciously accommodated at any given time. To ensure a seamless process, the team of highly experienced catering professionals will be assigned to serve you personally at every stage of planning and hosting. Schooled in international protocol and poised to handle events of every degree of formality, they will attend to everything from refreshments, flowers, lighting, technical assistance, invitations, entertainment and beyond with creativity, flexibility, dedication and grace. Coming along with the wider use of English and building of new and high-end hotels and conference centers, for example, is the railway a part of efforts that support the local soft power. A railway line from Kunming, launched in 2009, is joined by a new Passenger Rail Terminal in Lijiang. The main highway between Dali and Lijiang is being upgraded to national status, and motor access to other regional attractions such as Shangri-La and Lugu Lake are under renovation. All these will benefit Lijiang and the Naxi people. Correspondingly, their soft power is only increasing, with time. V Summary
More importantly, local schools in the district are making good efforts in teaching students English. Besides Mandarin and the Naxi language, English is being taught in numerous schools. The students are benefiting from a sound English teaching program because they are more competitive as they enter the job markets, whether local in Lijiang or more spread out in other parts of the province. The students are benefiting also because a command of English opens up more doors for them, as far as jobs and career advancements.
English learning is not always easy for the Naxi people. But efforts can be and are being made to support and promote English learning and teaching at various levels. The local and provincial governments are doing a great job in making sure that students get proper learning and training by qualified teachers. The local businesses are opening doors to school students and graduates as they seek to get more hands-on experiences in using English, whether in helping out foreign travelers in making their trips, or in assisting with international meetings and such.
Overall, the Naxi people are beginning to realize that a basic command and use of the English language can increase their soft power in this era of globalization. Field studies and literature review regarding the English status and improvement of the Naxi people have proved that a better future is awaiting them as local Naxi people embrace opportunities when the overall national policy environment is only boosting their development.
參考文献：
[1]李强主编.少数民族外语教育研究[M].北京：科学出版社，2006
[2]李强.纳西族学生英语习得研究[J].昆明：云南师范大学学报，2001
[3]考恩所.创造性破坏:全球化与文化多样性[M].上海：上海人民出版，2007
责任编辑：龙惠慧