| In recent years, the rapidly-growing tourism industry has become the essential factor that promotes the development of social economy as well as one of the main industries supporting the national economy. Chiefly employing the method of theory analysis and case study, drawing support from the research results of the relative theory both home and abroad, this essay studies the regional tourism in China based on the S-C-P (structure-conduct-performance) framework. It analyses the tourism conduct such as competition, price discrimination, and advertisement strategy from the angle of product diversity degree, market concentration ratio, entry deterrence and exit deterrence and such like key elements of market structure, combined with the case study of Shantou tourism. It also tries to find out the problems in China's regional tourism from the perspective of industry organization. Besides, it offers suggestions to government on making certain policy such as to limit excessive competition.
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