The Research Of Development About Vacation Product In Huangshan City Basing On The Product-level Theory

With the development of economy, raising of the people’s living level and perfection of the paid-leave system, China’s vacation market is growing, the demand for vacation products is also increasing. In this context, many traditional tourist destination begin to explore the new idea of tourism development, shifting the industrial structure from traditional-tourism-oriented to vacation-oriented.As the first army of China’s tourism development, Huangshan City’s tourism development is very rapid. After30years of development, Huangshan City has become one of China’s hot tourist destination. However, with the shifting of tourism market trends and people’s travel way, Huangshan City is also facing the challenge of transformation and upgrading. So, is Huangshan City already entered the transition period? What’s the characteristics of Huangshan City vacation market? How about of the present situation of the vacation product? These questions have no clear answer, even no researcher did the systematic study. On the basis of Kotler Product-level theory, this article start from theory and survey, constructes the level of vacation product from the angle of the general point and the six elements point, providing a new theoretical draw for the vacation product development. At the same time, author used questionnaires and field interviews to understand the demand and supply situation of the vacation product in Huangshan City. On the basis of theory and survey, this article put forward many strategies and recommendations for Huangshan City vacation product development.This article has five parts:The first part is the introduction, including research background, research idea, research method, and innovation; The second part is research summary of the vacation and its products; The third part, the theory research, which constructing the level of vacation product, analyzes the difference of the level between tourism product and vacation product. It includes the crossover study of vacation-product-level theory and tourism-product-element theory. This part laid a theoretical foundation for the countermeasures; The fourth part, the empirical research, is the development situation of the vacation product in Huangshan City. On the demand side, it introducts the situation of vacation tourists in Huangshan City, including characteristics, preferences, satisfaction, revisit intention, recommend intention, etc. On the supply side, it introducts the development situation of the six elements of vacation product and the intermediary vacation product in Huangshan City. The fifth part is the recommendations of the vacation product development in Huangshan City, containing three aspects of the six elements, destination, and intermediary products.