A Research On The Optimization Of Hangzhou Urban Tourism Product Structure

Urban tourism is a new stage of China's tourism development. Treating the whole city as a giant tourism products can be explained as to change the mode of tourist attraction spot in the past into the mode that all aspects of the city as a tourist product.In the early 1990s, Hangzhou encountered the back of tourism. As a traditional tourist destination, the tourism industry in Hangzhou faced the problem of aging products, the competition coming from the surrounding cities, the lack of tourism development motivation and other issues. In order to promote the development of tourism in Hangzhou, Hangzhou implemented the strategy of"Tourism Westward Movement, "Tourism internationalization " and later presented to the "Urban tourism" transformation. Although many scholars has been concerned about Hangzhou's tourism development to a high degree, but in recent years there are not many new research of Hangzhou urban tourism. This article tries to optimize the product structure of urban tourism as the entry for tourism development research of Hangzhou.This article is consisted of 5 parts.The first part, Introduction. Resumptively recalled the significance of the topic, reviewed articles on urban tourism research progress, urban tourism products and structure of urban tourism. We found that there are many literatures on urban tourism product, but not many on the optimization of tourism product structural. On the basis of this, the technical routes and methods are proposed.The second part, Basic theoretical research. The important concepts related to the article, mainly urban tourism, urban tourism product and urban tourism products structure. Reviewed the relevant theory applied to the article, mainly the theory of urban tourism products, including product life cycle theory, RMP theory and tourism products innovation theory; related theories of urban spatial distribution of tourism products, including the theory of travel city center, the circle theory of space layout of urban tourism industry, point-axis structure theory.The third part, the current situation of Hangzhou urban tourism. The study consist of three aspect: the current situation of tourism market, tourism resources and tourism products. On the basic analysis and evaluation of tourism resources and market, we found that the tourism product structure of Hangzhou is changing primary sightseeing tourism product into the pattern of sightseeing, leisure (vacation) and the exhibition.The fourth part, the optimization of Hangzhou urban tourism product structure The study consist of three parts: the type structure, space structure, element structure. The approaches to product structure optimization of Hangzhou city have been studied.The last part, Conclusion. Research findings, research fragment and research prospects.