Strategic Research On Jingzhou Urban Tourism High-quality Products Driving Based On SWOT Analysis

The urban of Jingzhou is riched in tourism resources, however, due to some adverse factors, such as its weak foundation for the development of tourism products, inadequate marketing and the relatively backward infrastructure, the development of tourism industry is slow in Jingzhou urban. Based on the reading related literatures home and aboard, this paper uses the competitive advantage theory and the economic growth pole theory as guidance to analyze the inside and outside environment of the Jingzhou urban tourism industry, with a combination of qualitative and quantitative SWOT analysis. It tries hard to analyze the exterior and internal environment which the Jingzhou urban tourism faces and puts forward the corresponding countermeasure proposal, in order to upgrade the status of the Jingzhou urban tourism industry.This paper contains seven chapters. Chapter I introduces the significance of the study, the research status home and abroad, the research methodology and structure. Chapter II is theories, paving the way for the study of the tourism industry in Jingzhou urban. Chapter III describes the development of Jingzhou urban's tourism and the regional economic and social development. It reveals Jingzhou urban's tourism economy is the key radiation. The method of SWOT analysis is used in Chapter IV, to show objective factors which have a direct impact on their development of tourism, meanwhile, EFE and IFE matrix were used to evaluate, in order to determine tourism development strategy. Combinating the development status of Jingzhou urban's tourism, the author initiatives targetedly the approach that improves the competitiveness of the tourism industry in Jingzhou urban. That is implementation of tourist products driven strategy. This is Chapter five. Chapter six is focused on building three major tourism products: Chu Culture tourism projects, the three kingdoms cultural tourism projects, the Jingzhou River cultural tourism projects. Then, it gives the feasibility of the corresponding countermeasures, from broadening tourism financing channels and strengthening tourism marketing and improving the appearance of the city and the quality of public.