Study On The Positioning Of Rizhao As The National Leisure Tourism Destination

Based on the academic background, which includes the development of destination international tourism and domestic tourism,sightseeing tourism and leisure tourism, and on the observation of the development of Rizhao, the paper decides to study on the positioning of Rizhao, in order to choose the best destination position for Rizhao.Firstly, the paper analyzes the market situation the market status in Shandong province and the market characteristics of Rizhao by the growth and contrast analysis of the domestic tourism and international tourism, secondly discusses the destination competitiveness situation in tourism resources and environment,the location and socio-economic base, thirdly analyzes the regional competition theory,the market situation and the national tourism policies. Based on these, the paper positions Rizhao as national leisure tourism destination, which includes domestic tourism oriented,leisure tourism as the main line and the national leisure tourism model city construction, then discusses the challenges the position may face with. Finally the paper puts forward four strategies in order to achieve sustainable development of national leisure tourism destination, which are market development,product development,service facilities construction and community participation strategies, and analyzes Rizhao folk tourism case about community participation.