A Study On The Adjustment Of The Tourism Destination Marketing Strategy In Rizhao

With the increasing needs of tourists and the rising awareness that lots of destinations developing tourism industry, it is possible for every one to be a tourist and everywhere to be a tourist destination since nineties of the20th century. Now tourists have more choices with each tourist destination, and this meant that the competition of attracting more tourists will be more and more intense during the different destinations at the same time. Because of the need of the tourism industry’s development in Rizhao and other destinations attaching importance to destination marketing, Rizhao will be face the great challenge. So it becomes necessary to do a profound and comprehensive study on destination marketing of Rizhao City from the angle of strategic view.Rizhao is a famous tour city with fascinating views, pleasant climate and profound culture. How to transform tourism resources into competitive advantage and attract more tourists is an important issue concerned by the government and each tour enterprises in Rizhao. In this article, with a view of incorporating the three districts and two counties, based on the comb of destination marketing literature in the domestic and international studies, having an empirical study on Rizhao tourism, the writer will give adjustment suggestions for tourist destination marketing strategy which are suitable for the development of Rizhao’s tourism industry. The writer hope that the study can have a directional effect on the practice of destination marketing in Rizhao.This paper is divided into six parts. The part of introduction is to set the problem, point out the research purpose and give the significance of the study; the second part is the theories reviewed of Destination marketing; the third part analyses the practice of destination marketing in Rizhao; the fourth is to further analyse the factors which affect the marketing strategy of Rizhao; the fifth part gives adjustment suggestions of tourist destination marketing strategy; the last part is the conclusion.