| With the continuous improvement of economic development level and change of people’s lifestyles, tourism has become a part of people’s lives which can not be replaced. The economic benefits of tourism development, adjustment of consumption structure and change of people’s leisure awareness have brought a new direction of growth for real estate industry, and real estate projects driven by tourism has been widely implemented in practice.Tourism real estate is an industrial integration between tourism industry and real estate industry driven by market. On one hand, it has enriched the content of leisure vacation travel, has optimized the combination of tourism resources, has upgraded the tourism product mix, and has provided people with a richer tourism experience consumption pattern; on the other hand, it has brought new developmental direction for a weak real estate market, has provided new ideas for revitalizing real estate funds, and has played a crucially promoting role in improving the city’s influence and competitiveness, and accelerating the urbanization process. In recent years, relying on rich tourism resources and good urban environment, the development of tourism industry in Nanchang City is spiraling upwards, but its tourism real estate development has been at the exploratory stage, industrial integration still remaining in the low initial state, which has restricted the further optimization and upgrading of industrial structure for local tourism to a certain extent. In this context, it is extremely urgent to explore and research the tourism real estate development mode of Nanchang, and provide theory and reference for the planning of local tourism real estate development. Through overall research and judgment of tourism real estate development status of Nanchang, the paper adopted research methods such as combination with theory and practice, quantitative analysis and qualitative research to conduct an in-depth discussion on the choice of Nanchang tourism real estate development mode.The paper is mainly divided into four parts:The first part summarizes the relevant theory of tourism real estate, and puts forward understanding of issues related to tourism based on comprehensive analysis of industry characteristics, development patterns and affecting factors. It holds the view that the core of tourism real estate is "tourism" rather than "real estate", and its product form is "tour service" rather than "housing supply". Therefore, in the pre-development of tourism real estate projects, efforts in research should be increased to integrate more characteristics of the industry in project design and product marketing, and tourism real estate should be more "traveling"; the second part is about qualitative research. Starting from the basic conditions of Nanchang tourism real estate development, the paper analyzes the necessity, industry status and problems of local tourism. Through the experience reference from relevant theoretical analysis and top five outstanding driven modes (scenic spot-driven tourism real estate development mode, cultural creation-driven tourism real estate development mode, hot spring-driven tourism real estate development mode, theme business-driven tourism real estate development mode, creative agriculture-driven tourism real estate development mode), the paper proposes corresponding developmental views and suggestions, such as overall planning and rational distribution, improving laws and regulations, strengthening supervision and management, market-oriented integration into cultural connotation, importing talents, enhancing quality of service, establishing city brand and implementing marketing mix strategy, hoping to make some contributions to the local tourism real estate development; the third part adopts quantitative research, mainly introducing four major domestic tourism real estate development modes, namely, travel and residential real estate mode for the purpose of providing accommodation, travel and commercial real estate mode for the purpose of reception, tourism and vacation real estate mode for the purpose of traveling, and integrated tourism real estate mode. Through the analysis of all influencing factors on the selection and evaluation of impacting tourism real estate project development mode, selection index system of tourism real estate development mode has been established under the guidance of Delphi Method. Then the weight of every index is determined by means of analytic hierarchy process, and selection and evaluation mode of tourism real estate project development is constructed under the guidance of comprehensive fuzzy evaluation method; the fourth part implements empirical research by taking Meiling Scenic Spot in Nanchang as a case study. By SPACE strategic matrix research, it presents that Meiling Scenic Spot should take aggressive tourism real estate development strategy at this stage. Then the composite scores of the four modes through indicator evaluation and steel processing are calculated based on the constructed evaluation model, determining that Meiling Scenic Spot is most suitable for developing integrated tourism real estate projects. Meanwhile, the design and promotion of leisure tourism real estate products should be fully considered in development to meet consumer needs in a wider range. |
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