Research On Ji'an City Tourism Marketing Strategy

Since the reform and opening up of our country, the quality of life of our people has been gradually improving better and better, people now have more time and energy to travel, which to some extent, has promoted the development of our tourism industry. At present, China's tourism industry develops very fast, and has made some brilliant achievements. the country's tourism development just likes endless streams to spring up, the QOS throughout the tourism industry has also been improved a lot. The in-depth study and analysis of tourism for the development of tourism, which will make a great significance in becoming a strong driving force in stimulating economic growth.As a new tourist cities, especially after the success of Goguryeo culture applying World Heritage, Ji'an has enhanced publicity of the tourism resources, strongly attracted the tourists from abroad and foreign. This article take the tourism resources of Ji'an an example, to study and explore the further development of the tourist market and tourism resource exploitation.This article first briefly introduces the basic theory of the tourist market, economic development, tourism marketing theory, then from a macro point of view to explain the external environment, tourism resources, tourism development of the market situation and basic problems exited in the development of Ji'an's tourism industry. After that, draw up Ji'an's development strategies based on the external and internal environment SWOT analysis of tourism market, that is, increase the capital investment under the control of the Government, improve the city's tourism infrastructure, and strengthen the publicity of tourism attractions, take the ancient town tour, the Yalu River border style, eco-resorts as main features, make Ji'an become the world famous cultural heritage tourism and the border tourist city.Finally, the paper also discusses the implementation of Ji'an's tourism market development strategy from the policy, organizational, institutional innovation, media publicity and so on, which will have some reference value to the development of other citys'tourism resources.