Study On Demand Transition Period Jiang Xi Leisure Tourism Development Strategy

The leisure tourism is developing rapidly in recent years and is becoming the hottest trend in Chinese tourism industry. Different from the traditional tourism, the leisure tourism is more catered to tourists’individual experience and inner feelings of happiness by offering them a chance to flee/escape from their familiar surroundings. Besides, leisure tourism industry, with its high added value, can upgrade the cultural stockpile, improve the natural environment and local infrastructure, thus contributing a huge boost to the affiliated/related industries in the destination areas, as/which is the very reason why many regions are particularly interested in its development. Jiangxi province boasts of a rich variety of tourism resources. Many well-known places of interest and travel programs in the province provide great momentum for the development of leisure tourism industry. Furthermore, the tourism products will be discussed to cater to the diverse needs of the travelers and attract them to revisit if they feel satisfied.In the first part, the thesis begins with the literature review of both the domestic and foreign scholars, followed by the introduction of theories employed by the author, which include the theory of demand and supply, lifecycle theory and experience-based travel theory. The definition of leisure tourism products is also offered in this part. The second part presents the analysis of the current development of leisure tourism industry in Jiang xi province from three perspectives, i.e. the macro background of the leisure tourism industry, the classification and distribution of the leisure tourism industry and general problems faced with the leisure tourism industry. These problems are listed as follows:the lack of diversity in the travel programs, the underdevelopment of tourism products, the lack of infrastructural facilities and insufficient market analysis. In the third part, the general trend of tourism industry development in Jiangxi province is analyzed and the prospect of the industry is predicted by using ASEB. It also covers the analysis of the competitive edge of Jiangxi province against other provinces in winning over the travelers and the game played by both the tour operators and the travelers. Based on the lifecycle theory, the development system of tourism products is constructed in three different levels together with the corresponding strategies for the different products development.Nowadays, leisure tourism is an emerging ingredient among the tourism industry and will be the leading power in the future. With the focuses on the research of leisure tourism products, the thesis will contribute to the sustainable development of tourism industry in Jiangxi province.