| After 30 years economic development of reform and opening-up, China's overall national strength increased significantly, the science and technology developed rapidly, the living standards improved gradually and the social productive forces developed by leaps and bounds. Meanwhile, the working hours are shortening and the leisure time lengthened gradually. National people, having met the growing need of material life, begin to pursue the quality of spiritual life, which makes national recreation possible. Our country has witnessed signs of popular leisure, and will witness a coming new era of leisure.With the rapid development of tourism and the change of tourist consuming habit, the tourism development in our country is changing from the dominating sightseeing tourism to the integrated development of sightseeing, leisure and vacation tourism. Leisure tourism will be an important part which will lead the development of leisure time.Shandong province is a major tourist province, but there are a lot of problems and irrational factors during the process of transformation from the advantages of tourism and cultural resources to the industrial advantages. Meanwhile, the industry development of leisure tourism on the basis of resource utilization is facing a new subject. How to grasp correctly the current opportunity of the development of cultural industry in our country and develop marketable products becomes a new mission to improve the tourism industry in Shandong, which is also one of the critical areas of concern in order to build the province with strong economy and culture.At present, China National Tourism Administration introduced the "National Leisure Travel Plan" in order to response to financial crisis and drive domestic demand as an important system of expanding the people's right of leisure tourism and promoting the people's life quality to expand the scale and proportion of tourist consumption. The development goals of National Leisure Travel Plan include the plans to upgrade the life quality, to stimulate domestic demand, to promote leisure industry and to withstand financial crises etc. In the current situation of economic and tourism development, how to achieve the innovation and development of tourism resources, how to finish the updating and upgrading of tourist products and how to meet the international and domestic demands of leisure markets to promote the sustainable and cyclic development and realize the competitiveness of tourism industry finally become the next major task for a period of time in Shandong province.This paper, taking the scientific concept of development as the guiding philosophy, analyzes deeply the advantages and disadvantages of leisure tourism and studied systematically the basis of resources, product design, travel market segmentation and the countermeasure of sustainable development of leisure tourism in Shandong province by use of the methods of empirical analysis, specification analysis, qualitative analysis and comparative analysis, which provides a theoretical basis for drawing up the development strategy for leisure tourism of Shandong province.This thesis focuses on a combination of theory and practice, the international and domestic successful experience of leisure tourism, the trends of leisure tourism and the development reality of Shandong province, the current situation of tourism industry and the development trends of tourist products, and the salient features of current stage of leisure tourism development and sustainable development demands.This paper is composed of the following three parts, the preface, the body and the conclusion, and the body consists of seven chapters.In the preface the research background and significance of the topic, the domestic research of the topic, the framework and the research methods of this paper are raised.The concluding remarks makes a general conclusion to the relevant research of this paper and points out the prospects for the development of Shandong leisure tourism, the innovate points of this paper and the questions to deepen the study of leisure tourism in Shandong.Chapter 1:Domestic & Foreign Definition and Research. In this chapter the concepts of leisure, recreational industry and leisure tourism are defined reasonably and the history of international and domestic leisure tourism, as well as the material and spiritual dimensions of leisure and the leisure-related industries are discussed in detail in order to provide a rich and solid theoretic basis for development prediction of leisure tourism.This chapter describes the origin and development of leisure; make comparison of the international and domestic history of leisure, especially the leisure history of Korea, an important country of source tourists of Shandong and cleares the time concept, the psychological concept and activity concept in this process.In paticular, the concept of leisure tourism is made further clear that leisure tourism is a kind of tourism consumption activities for travelers by use of the resources, facilities in order to achieve the purpose of learn, experience, entertainment etc. Leisure tourism represents a higher stage of development of the tourism industry.Chapter 2:The Development of Leisure Tourism and Overseas Experiences. This chapter analyzed the development of domestic and international leisure tourism, selected domestic and international typical cases of leisure tourism development, and summarized their success development experience from both subjective and objective aspects,such as resource grade, government and product support and system construction, etc. This section is designed to provide the theory and practical experience for leisure tourism development of Shandong Province.Chapter 3:The Status of Shandong Leisure Tourism Development.This chapter analyzed the overall status of Shandong leisure tourism development and determine the development strategies, priorities and marketing strategies on the depth basis. First, the overview, distribution and characteristics of leisure tourism resources are cleared further. At the same time three major advantages, namely, the combination, grade, location and transportation advantages are enhanced. Secondly, the overview of Shandong leisure tourism development is summarized from the products and market. Finally, the main achievements and problem of Shandong leisure tourism development status are recognized.Chapter 4:The Strategy of Shandong Leisure Tourism Development. In this chaper SWOT analysis is conducted. The strengthes such as resources, location and transportation advantages, the economic base and the weaknesses such as low grade leisure products, low communuty participation and the leisure atmosphere are cleared as same as the opportunities, namely the adjustment of national polocies, high-level sportsment and the threats of international leisure tourism products and competitive threats etc.Meanwhile the overall objective and the strategies of "integration", "two special", "three high", "four overall" are proposed aimed to provide guidance for future development in the macro aspects.Chapter 5:The Construction of Leisure Tourism Products in Shandong. This chapter builds Shandong leisure tourism product system, which consists mainly of leisure travel products, leisure tourism products, leisure experience tourism products, and special leisure travel products on the basis of the space layout of Shandong leisure tourism. Meanwhile this chaper discussed two aspects of urban and rural leisure tourism product development in detail. The main purpose of this chapter is to privide reference for Shandong leisure tourism products design.Chapter 6:The Marketing Position & Strategy of Leisure Tourism in Shandong. The domestic and international market position and major marketing strategy are proposed on the basis of market analysis. The marketing steategiess included differerntiated and promotional strategies, the initiative marketing, to expand the visibility of Shandong Province and construct the barrier-free tourism marketing network etc. The aim of this chapter is to provide development ideas for future expansion of Shandong leisure tourism market.Chapter 7:The Construction of Strong Tour Economy Province & Policy Support of Shandong Leisure Tourism Development. In the guidance of sustainable development thought the policy support system is built combinating of opportunities and demmands of strong tourist economy province. The support policies include economic support policy, social promotion policy, scientific and technological support policy and environmental policy etc. Most of all, with the deepening development of Shandong leisure tourism the policy changes are needed in time with the new situation and problem. This chaper is an important support to Shandong leisure tourism and protect to achieve sustained, rapid and healthy development.The main innovate points of this paper consists of the following aspects:First, the concept of leisure tourism and resource classification is re-defined. the classification of leisure tourism resources breaks the traditional methods and combines the resources with the types of leisure, which is innovative in methods.Second, new resource-based view is used to analyze the stocking of the leisure tourism resources, that is, the tourism resources which are left by our ancestors are no longer the dominant resources. The intangible cultural and creative resources become more and more important in the tourism development. This idea reflects the core of creative cultural industry based on innovation idea.Finally, the bottleneck of leisure tourism of Shandong is the development of tourism product. This paper focuses on the key issue and puts forward to the new tourism product system from both urban and rural areas, which is innovative in practice.This paper holds that, based on the research, study that need to continue to deepen consist of the following aspects:First, the 24-hour development model and type and the strategies to eliminate the difference of seasons.Second, how to combine the innovative and creative ideas of the tourism products, to update and upgrade of traditional tourism products and the design of high-end recreational products. At the same time how to give full play to the leisure tourism of Shandong to strength the construction of economy and culture, as well as to enhance the competitiveness of tourism industry in Shandong.Last, but not the least, how to realize the competition and cooperation according to the different market segments and marketing strategies. Meanwhile continue to explore the effects of leisure tourism in the new rural community's construction, the development of cultural industry in Shandong and the socialism harmonious society construction, etc.According to the prediction of World Tourism Organization, by the year 2015, China will become the largest tourist country, the fourth largest tourist source country and the largest domestic tourism market in the world. The number of tourists of the three major markets will reach 30 million and they will travel twice per year. Leisure tourism will become an important living habit and growth point of GDP.
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