Developing Model Of International Tourist Island Research

January 4,2010, the State Council issued "the views of The State Council on Promoting the Development of Hainan International Tourism Island." Thus, the construction of Hainan, the international tourism Island, is formally on track. Hainan is China’s largest special economic zone and the only tropical island,but Hainan’s economic and social development is still low.How to protect the environment, adjust the economic structure, promote scientific development is an arduous task. With China undergoing profound changes, practice of Hainan international tourism island, have a sample example in sustainable development, increasing domestic demand, developing low-carbon energy, which is of great theoretical and practical significance.At home and abroad on the island’s research focuses on regional economics, tourism destination of public marketing, island development theory, and tourist behavior theory, these studies can be roughly divided into two types, one based on resources school, such as regional economics, theory of developing islands,the other based on marketing school represented by public marketing of tourism destination, tourist behavior,which is the main analysis of customer needs and how to design the appropriate product to match customer satisfaction research. As the tourism product is different from the one-time physical product or service, tourists enjoy one trip of the island, that the tourism product is a complete experience of trip, including a number of physical products and intangible services. Tourists visit island to appreciate physical resources and products, but also to enjoy the intangible services, when different types of tourists see same landscapes, the value and psychological experience is not the same. Current theories, don’t combine resources with markets, which don’t connect the psychological preferences and resource studies to draw practical conclusions for the development of island tourism policy guidance. The paper introduces "means-end chain" approach of Marketing, which connects the island’s resources and personal characteristics of tourists. Firstly, resources of tourism and products or services are divided into many distinct but linked attributes; Secondly, tourists spend time and money experiencing the tour products, which will bring results; Thirdly, different types of tourists will match results to their different perceived value, which is property-Results-value path of "means-end approach".This paper creates the developing model of international tourism island, that tourists, tourism product suppliers, and tourism products. According to means-end chain approach, firstly, to analyze different attributes of tourism products can bring the distinct value to the different tourists; secondly, based on value of different tourists, can analyze tourism product portfolio strategy, brand & image of tourism destination, tourism product suppliers study. Based on "means-end chain" theory, different types of customers with different personal value, they will have different properties-the result-the value path. Through statistical analysis, the main properties-Results-Value path of main tourists of island can be found, and to analyze this main tourist path, can provide valuable information to the island’s policy-makers.With the combination of qualitative and quantitative methods to investigate tourists and tourism professionals in Hainan Island, Macau, Bali, four interesting properties-the result-the value of the path are found, which are the main path of domestic tourists in Hainan Island, a unique resources-relaxation, recreation and physical pleasure-enjoy life; the main path of foreign tourists in Hainan,a unique tourism resources-economic-to enjoy life; the main tourist path in Macau, colorful products-Searching novelty-and enjoy life; the main path of Bali,unique tourism resources-relaxation, recreation and physical pleasure-enjoy life. According to these four paths and other survey data, the recommendations are made as follows:1. The Government should be the main driving force in developing of Hainan tourism international island.2. Interests of development of international island shall be shared with the local people,which is the policy on local residents and businesses more affinity.3. High, medium and low-grade tourism should develop with concerted pace.4. To enrich tourism products, explore to run the items of gambling tourism and the red light district travel.5. To reshape the image and promote the image.6. To creating tourism warning system with sustainable development.