A Research On The Optimization Of Yongzhou Marine Tourist Product Structure

The 21st century is a marine century. As an important branch of marine industry, marine tourism is paid more and more attention by the countries all over the world. The development of marine tourism plays very significant role in stimulating the economy in coastal region, improving life quality of the local residents, and driving the development of social culture there.As a large marine province in China, Zhejiang Province possesses superior environment and rich culture to develop its marine tourism. Yongzhou, one of three major marine tourist function districts, has great status in Zhejiang marine tourism undoubtedly. Correspondingly, the optimization of marine tourist product structure serves as a link to help the development of marine tourist region, the function of which cannot be ignored.In the aspect of research on marine tourism, the domestic and oversea researches mainly focus on seven problems: evaluation of marine tourist resource; planning, exploitation and management of marine tourism; environmental problem in marine tourism; economic problem in marine tourism; social cultural problem in marine tourism; sustainable development in marine tourism; and tourist exploitation of small island developing countries or districts (SIDS). The researches mainly give prominence to qualitative analysis as well as lay particular stress on the research of single case.In the aspect of the optimization of marine tourist product structure, the resources inYongzhou are abundant and various, the state of overall market demand is fine, and the long triangular area is the main place from which most travelers come. The optimization of structure is carried out through three major aspects—space, category and element.In the aspect of space structure, the paper puts forward that we should improve dot marine tourist products in the first place, and then unite some places of scenery in the district that are complementary to each other to develop together, in order to realize the transition to linear tourist products progressively. Finally, we can promote the development of marine tourist product network in Yongzhou through making the union with the peripheral travelling routes.In the aspect of classification structure, the traditional and single product type structure can be changed through optimizing different kinds of marine tourist products such as sightseeing, religion, amusement so that it can develop into a new one which is full of diversity and multi-layers.In the aspect of key element structure, in terms of optimizing industrial key elements, i.e. food and beverage, restaurant, traffic, shopping, amusement and so on, reasonably increasing the selling income of tourist commodities and tourist entertainment centered on travelling, and casting down the proportion of long distance transportation effectively at the same time, the integrated environment of marine tourism in Yongzhou can be optimized and the sound development of marine tourism can be also realized.Due to the shortage of relevant materials and special statistic data, the deep understanding of the development of Yongzhou marine tourism has been restrained, meanwhile, the research on the optimization of Yongzhou marine tourist product structure still lies in a tentative stage, which is so far from the theoretical research on general laws or universal patterns. In the future, the research on marine tourism should focus on quantitative research and the discussion of universal laws.