The Research Of Zhuhai And Macao Tourism Market Integration Development Strategy

In recent years, with economic development cooperation between Macao andPearl River Delta becoming more and more close, to promote a developmentintegration strategy between Macao and Zhuhai is put on the agenda. Thegeographical characteristic of the two cities is a inherent advantage to ensure thestrategy.; furthermore, tourism as one of the backbone industry of the two cities, isattracting the attention of the government and relevant departments. The thesisfocuses on the research of tourism market integration of Zhuhai and Macao, theanalysis on the present situation and characteristics of their tourism development,the analysis on the advantages, disadvantages, opportunities and challenges of theregional integration by SWOT analysis method in enterprise management theory,and by which to study the feasibility and the necessity of the integration, and finallyto bring forward the strategic suggestions on the tourism market integration ofZhuhai and Macao.The thesis is consisted of five parts.The first part is to introduce related concepts and theories, mainly to define thetourism resources, tourist market and related concepts, and to analyze the mainresearch theory--the regional division of labor and cooperation theory. Zhuhai andmacao tourism market integration theory is based on comparative advantage theoryand resources endowment theory in the regional division of labor and cooperationtheory. The differences of resource potentiality of the two cities becomes the premiseand foundation of integrated tourism market with complementary characteristics. The second part is to analyze the present situation and characteristics of thetourism market development of the two cities. The analysis of tourism marketconditions is mainly taken from the respectives of tourism resources, tourismfacilities, tourists characteristics.The third part is the core part of the thesis, which by analyzing the tourismmarket of Zhuhai and Macao by SWOT, means to study on the advantages,disadvantages, opportunities and challenges of the tourism market. The advantageslie in the resources, location, traffic, the policy of the two cities. The disadvantagesmainly lie in the issues like unitary travel products lack of characteristics,imcomplete tourism facilities, poor profit; the institutional obstacles of The "onecountry, two systems" policy; simple tourism industrial structure, regionalnarrowness which limits the development,and etc. Opportunities lie in the tourismindustry policy support, good macro economic environment and good conditions,such as the development of the Hengqin new zone. Challenges are mainly embodiedin the neighbour cities competition, resources, restriction in environment and otherfactors, the administrative barriers and operation system obstacle.The fourth part proposes several suitable suggestions for Zhuhai and Macaotourism market integration development strategy.The fifth part makes a conclusion of the research.