Research On Tourism Development Strategies Of Mountain Qingcheng

Due to the rapid growth, tourism is considered as an important economic growth engine in the 21st century, and has received wide attention and support from all over the world. According to the World Tourism Organization, by 2020,China will become the world's largest tourist destination and the fourth largest exporter of tourists. Sichuan is an important traveling province in China, for its natural and ecological sceneries and abundant cultural resources attract thousands of tourists domestic and abroad. In order to seize such development opportunities and to adapt to the ever-changing internal and external environment, how to shape the development strategy of tourist destination has become an important research topic of tourism management. This dissertation analyzed the strength, weakness, opportunities and threat of tourism development at Mountain Qingcheng, using the tourism development strategy theories and the SWOT analysis methodology, and proposed tourism development strategy and action plans for Mountain Qingcheng.This dissertation consists of six parts:Part one defines the background, purpose and methods of this study, and proposes the main point of this paper:how to make proper tourism development strategy for Mountain Qingcheng.Part two generally describes the tourism development strategy, and puts forward the principles and guiding ideology of the tourism development strategy. Case study of Mountain Emei and Mountain Wudang tourism development are discussed to be the reference for making SWOT analysis and development strategy of Mountain Qingcheng.Part three performs a SWOT analysis of the strength, weakness, opportunities and threats of Mountain Qingcheng tourism. The constraints and advantages of Mountain Qingcheng tourism development are summarized. A SO strategy is proposed:match the internal strength with the external opportunities, motivate all levels of the society, develop feature tourism products, properly distribute and allocate the elements of productive forces, improve the structure and function of tourism and impel Mountain Qingcheng tourism to grow bigger and stronger.Part four puts forward the strategic goal, positioning and focus of Mountain Qingcheng's development strategy and the main strategic choices for different development aspects:sustainable development strategy, government-leading strategy, differentiation strategy, joint-region strategy and brand strategy, among which differentiation strategy and joint-region strategy are the focal points.Part five discusses the tourism development model:developing Taoist culture-oriented core tourism products, building "maintaining-good-health" as leisure travel products, and establishing eco-green valley for wonderland as eco-tourism products; And the implementation of key strategies are set forth with "STP+4Ps" from the angle of marketing tactics.Part six lists supporting measures of Mountain Qingcheng tourism development strategy, including improving tourism management system, utilizing mass media, attracting foreign investment, and accelerating the training of talents, etc.