| With the development of social economy and the improvement of people’s living standard, tourism has gradually become the first choice of the masses to relax and enjoy the nature. Natural heritage as a treasure of relics of the nature and history, because of its particular rarity, which favored by the vast number of tourists, heritage tourism has become the emphasis of tourism development, meanwhile heritage tourism has been an important part of world tourism industry. With the rapid development of tourism industry and heritage tourism, how to establish a proper tourism development strategy for heritage to adapt to the changes of the internal and external environment will become an important topic for scholars.This paper takes the world heritage of Langshan mountain for example with the methods of field investigation, in-depth interview and going through literatures to obtain the firsthand data, then analyzing and processing the collected data with the methods on research by qualitative and quantitative to provide a basis of data for analyzing and formulating tourism development strategy of Langshan mountain. This paper is to discuss the development of Langshan mountain which based on the protection, to learn how to make reasonable use of heritage resources to realize the win-win of protection and development, and to make the Langshan mountain get on a path of sustainable development, and then promote the development of local economy.Before the Langshan mountain has been put on the world heritage list, which limited by the conditions of the local economy, external traffic, product development, marketing and tourism management etc, the tourism market of Langshan mountain has not been developed, the popularity also needs to be improved, and tourism development is still in the initial stage. Under the background of being placed on the world heritage list, the local government has great expectations of development of Langshan mountain, how to grasp the opportunities of transportation improvement and policy support, build up the brand of soul of Danxia, improve the tourism facilities and tourism product system, seek market penetration, enhance Langshan’s popularity and promote the development of Langshan will be the most important problem to be solved. This paper is in this context to select Langshan world natural heritage as the research object from the aspect of strategic management, seek the way of Langshan’s development.This paper proposed study on the basis of analyzing the relevant literatures of tourism development of Langshan, heritage tourism and tourism development strategy. Introduce the status quo of tourism development of Langshan, analyze the internal and external environment and their own conditions of tourism development of Langshan based on the macro and micro aspects with the application of strategic analysis methods of PEST analysis model, five competitive forces model and the SWOT analysis, puts forward a strategic development goal because of some key probloms in the development of Langshan, according to the current situation of development of Langshan, to assess the importance of tourism sustainable development strategy, the government-directed strategy, market penetrated strategy, and demand oriented strategy with the use of QSMP matrix, it is concluded that the demand oriented strategy and market breakthrough strategy are more important to tourism development strategy of Langshan, to achieve the strategic development target of Langshan with the tactics of product development and marketing, and based on this, advocate improving system mechanism, strengthening the construction of tourist facilities, introducing the professionals, raising heritage conservation and development funds from diverse channels, guiding community participation in hetitage tourism to guarantee the implement of tourism development strategy. |
PDF Full Text Request