Study On Tourism Competitiveness Of Han Zhong

Hanzhong, as a historical and cultural city of our country, have the extremely rich tourist resources, but in the big city fulled of tourism resources ,the tourism industry develop slowly. In the background of domestic tourism industry is becoming increasingly fierce competition, how to correctly understand the competitive position of regional tourism industry, how to realize the effective development of tourism resources and the regional tourism industry competitiveness, and how to achieve optimal development effect with the minimum cost, become an important aim of this study.From the angle of improving he tourism industry competitiveness,the study of this paper is launched from two aspects: the industry's "hard" strength and "soft" power, using the statistical data and practical investigation of grassland, to evaluate the tourism industry competitiveness of Hanzhong. Summarized up mainly in the following aspects: the first, using the factor analysis to analysis the factors that influence the development of tourism industry, and finding out the main influencing factors; the second , based on the systematic analysis of the main influence factors, compared the "hard" power of Hanzhong with other areas in the same province,analysis the tourism industry "soft" environment by t-test, find the existing defects of the "soft" environment construction are comprehensive service level is not high, image slogan tolerance, the ability of information provides is not strong, tourism products targeted not obvious,and so on; the third, using simple fuzzy evaluation method to compare and evaluate the satisfaction of Shaanxi tourists, concluded that the tourists"satisfaction is more poorer on the attractions, accommodation, entertainment, shopping, transportation, etc.Through the empirical analysis to the tourism industry, this paper concludes some conclutions: on the "hard" capabilities of tourism industry competitiveness, the city's tourism resources of comparative advantage prominent, but into effective competitive ability should be further enhanced; vertical view, since 1999 , the development of tourism industry has been rising, judging from the growth margin, can be divided into marginally, massive development and straight up three stages. Judging by questionnaire analysis, the score of the tourism image, the accomodation line, management and service are 3.491, 3.318 ,3.23 and 3.227. Overall, in a general satisfaction state, satisfaction is bad, do not achieve satisfactory or very satisfactory level;judging from the fuzzy evaluation results , composite scores for tourists satisfaction is 3.36, just above the average in evaluation criteria of 0.36, far below the level of 4.22 of shaanxi province.According to above analysis conclusions, the paper put forward the development principium ideas of the tourism industry and the industry orientation, points out that the general idea of development is deep cut features connotation, the mold brand, the overall orientation of the industry is national new economic growth point and important progress industry.The paper also proposes some measures,such as deep cut resource characteristic connotation, change resources advantage into competitive advantage, and promoting the regional tourism image, set up regional tourism brand,and so on.