Research On Tourism Development Transformation In Jiaxing

Substantial development has been achieved in Jiaxing tourism industry since Jiaxing Tourism Bureau set up in 1996. Taking retrospect on the development process in the past 10 years, Jiaxing tourism industry has been more and more larger and stronger from scratch. In 2006, the total tourism revenue of Jiaxing was 13.489 billion Yuan, equivalent to 10.09% of the city's GDP, and tourism has become a new economic growth point. With the continuous economic development in Jiaxing, its tourism industry is in face of new opportunities and challenges, as well as a series of problems under the impact of its tourism development mode and continually changing channel economy. Only resolve to solve the bottleneck problem by combining necessary administrative promotion and market operation, promoting tourism products integration and restructuring, and expanding tourism development space, could Jiaxing tourism industry continue to grow and develop in the increasingly fierce market competition. Give full play to the compound advantages of "Big Jiaxing" and "Big tourism", and excogitate a new model of development, in order to realize the tourism development transformation.This paper tries to research on tourism development transformation in Jiaxing from the perspective of sustainable development and tourist market demand, and discusses the development trends in the next phase of Jiaxing tourism industry on the basis of large amounts of data and solid theory. The full text can be divided into four parts.In the first part, it analyzes the status quo and existing problems in Jiaxing tourism industry. It sorts through the status, the development mode, opportunities and challenges, and current problems of Jiaxing tourism development, taking large amounts of data as its basis, and using macro trend analysis of tourism development and temporal comparative analysis of Jiaxing tourism industry, so as to get a clear and deep understanding on the significance and necessity of tourism development transformation.Second, it researches on the transformation pattern of Jiaxing tourism industry development. In this section, it argues that it is necessary to innovate thinking, take the initiative to conform to development trends, and make adjustments in five aspects: tourism form, operation mode, products construction, management manner, and marketing pattern, to achieve fundamental transformation in tourism development and make Jiaxing a tourism economy city.In the third part, it discusses the overall ideas and practices of Jiaxing tourism industry development transformation. Conforming to the second part, it particularly discusses the concrete practicing ways. It proposes that the travel space structure and tourism elements development with the mode of "one-center, five-regions, three-zones" should be accelerated to achieve the objective of development transformation.The fourth part comes up with measures and suggestions of tourism development transformation in Jiaxing. It discusses the necessary system base and government conductions to promote the tourism industry development transformation from five aspects: government function conversion, system innovation, performance evaluation system of tourism public marketing, personnel education, and management improvement.This article holds the view that Jiaxing tourism industry has been developed with the characteristic of sightseeing, the carrier of domestic tourism, the base of major tourist destinations, the operation mode of team lines productions, and the main purpose of increasing economic revenue. In despite of preferable location, traffic, products, and tourist market advantages, as well as the rare development opportunities, the bottleneck in the development process should be overcome, through necessary administrative promotion and market operation, tourism products integration and restructuring, and tourism development space expansion, in order that the tourism industry would develop to a higher level. Gradually promote the development model with the characteristic of both tourism and leisure, the carrier of both entrance tourism and domestic tourism, the basis of city tourism, the operation style of sporadic tourist organizations, and the purpose of economic, social and environmental benefits, and then Jiaxing tourism development transformation will be accomplished.