Current Situation And Development Countermeasure Of Tourism Industry In Zhashui County, Shaanxi Province

Zhashui county, though a typical poor mountainous region in Shaanxi Province, hasunique tourism resources, especially eco-tourism resources. This paper combines theempirical and normative analysis method and applied industry economics, tourism economics,agricultural economics and forestry economics into the study of the development of the touristindustry in Zhashui. The Topic is of certain theoretical value and important realistic referencesignificance.The paper reviews the research achievements in the field of tourism industry both athome and abroad, thus providing theoretical basis and research environment for this study;investigates and analyzes the basics of Zhashui, especially its current situation of tourismresources; analyzes the existing realistic problems of the tourism industry in Zhashui, such asweak brand awareness, innovation deficiency of tourism product, deficiency of finance&invest mechanism, ineffective resources integration and product marketing and lack ofmanagement talents in the development of tourism industry; proposes the idea, model andcontents in tourism product innovation; gives some countermeasure and advice on thedevelopment of tourism industry in Zhashui: relying on the characteristic resources of QinlingMountains, pay attention to the planning of tourism industry, promoting the transformationand upgrading of tourism industry in Zhashui, forming a good culture atmosphere for thedevelopment of tourism industry, expanding advertising and training management personnel.The innovation of this paper lies in：(1) On the selection of tourism product development pattern, the paper proposes that bigtourism products, such as recycle circuit, should adopt the government-led model, whileenterprise-led model is applicable for some small ones, like agritainments and orchards, topromote their initiative and creativity(2) The paper proposes project construction planning philosophy that systematicplanning and ecological civilization should be fully embodied; in the construction of varioustourist attractions, don’t try to create the concept of the modern urban construction of touristattractions, but should reflect the geographical features. For example, Ying Pun, as a TourismIndustry Park, should feature blue bricks and green tiles, earth walls of residential architecture, bamboo fence and tile roof. Stone Town should feature stone walls, stone street. And PhoenixAncient Town should show the style of the ancient architecture and the ancients lifestyle.(3) To attract foreign investors, the government should set up the stage for the enterprise,integrate the service routine, basis of law enforcement and fee standards with reality, chargethe merchants the lowest fees within the range allowed by the legal policy, provide fastestacting, simple-procedure service. The paper put forward the idea that giving benefits tomerchants is the only way for the government and local residents to benefit themselves.