The Research On Competitive Power Of Wenzhou Tourism

Since the inception of the reform and opening up policies in China, the urban tourism business grows tremendously all over the country. Tourism is placed as a centerpiece in many domestic cities. As the local governments have realized the important role of tourism in attracting the internal needs and increasing job opportunities and peripheral industry, the competition for the tourists among the cities is getting fierce. However, Wenzhou is still on a baby step in tourism business in spite of having great attractions and potential development in tourism. How to dig Wenzhou out to the surface and stand out of the crowds of many cities is a challenge to the local government in Wenzhou. It involves realizing the potentials, improving tourism related amendments and thus enabling Wenzhou to compete. This is not only crucial to the future direction of Wenzhou's tourism business but also important to other cities in China.This thesis first explains and analyses general competitive power theory, regional competitive power theory and the relevant theory1 of regional competitive power of tourism, chooses the "Competitive advantage theory" by the US scholar Michael Porter as the theoretical framework of Wenzhou's tourism competitive advantage, applies quantitative and qualitative analysis methods to it, and according to the analysis framework of Porter's "Competitive advantage theory", analyses and evaluates the current situation of Wenzhou tourism from six main determinants which are factors of production, market demands, related and supporting industries, firm strategy, structure and rivalry opportunity and (jovernment. Finally, based on those described above, the thesis presents detailed and practical suggestions such as making clear the strategy of Wenzhou tourism development, improving production elements, exploring various travel-oriented special products extensively according to the market demands, speeding up backbone industries, forwarding tourism systemic reform, seizing any chance to development and furthering governmental regulation and support. All of which could empower Wenzhou a more competitive city in tourism.