| As the core element of the tourism industry, scenic area is always the focus of developing tourism. China has large quantities of scenic areas in different kinds, which presents uneven developing state. There are many positive representatives of scenic areas but lack of research on them in depth and in details. Although the "big splash" of Yuntai mountain has caused much attention of industry, its researches are just gross generalization, penetrating analysis and extensional discussion still has some vacancy items.This research aims at seeking developing keys and solving the following problems:make a clear understanding of basic conditions, developing process and results; establish logical analysis frame and hierarchy of growing route of Yuntai mountain; analyze the specific content of explicit action chains and implicit developing mechanism; establish microcosmic dynamical system of Yuntai mountain and analyze system components and internal structure relations.This research is completed through Literature survey, field study, data gathering and qualitative data analysis on the basis of theories of Turismo, Management, Ekistics, Systematology, etc. The mainly substantive research contents can divide into three parts:The first part—basics about the case of Yuntai mountain.The Yuntai mountain has received excellent development depending on good conditions. Its developing process can divide into three stages, respectively start-up stage, improvement stage and take-off stage, which has different developing and constructing stresses. The start-up stage mainly center on finding and confirming core attractions along with infrastructure construction; the improvement stage emphasized making tourism plans, marketing communications and tourism supporting facilities construction; now this stage attach importance to extending spatial pattern of scenic area and function upgrading construction. By the way, the positive developing results, namely the six" Yuntai mountain effects" produce a benign recyclable development mode internally.The second part—establish analytic logic and theoretical model First of all, Convert the tourists conversion model in the tourism system research area and conclude the contents and action of scenic area corresponding to the control variable:information transferring and advertising influence manifest as popularity, the corresponding action is marketing management; Marketing relative advantage, reputation and public praise involve resources quality, transportation conditions, service level and ancillary facility state, etc. these are focused on the cultivating of core attractions, hardware facilities construction, ancillary elements improvement and service quality management and so on in terms of scenic area developing measures, and finally these can be expressed for the attraction, accessibility, reputation and industrialization; Product innovation performs in the attractions and the industry chain, which will be realized by tourism space expanding, culture connotation and enriching entertainment projects. Then through the conversion, a "stage model" of scenic area growing routes is established. Namely, the growth of scenic area have to across five stages from the attractions to popularity, and to accessibility, then to reputation and finally to industrialization. While the model running efficiency and reality-effect in stages still needs scientific construction of promote mechanism and guarantee mechanism.The second part—finding the keys to the success of Yuntai mountain.After determination of the analysis logic and the model, the next step is to carry through corresponding qualitative analysis on the Yuntai mountain materials accordingly. The conclusions are:1." growth flying model" of Yuntai mountain. It presents high growing trend with the "five-stages" as fuselage, promote mechanism as the wings and guarantee mechanism as the tailplane. The corresponding development codes are respectively:improving attraction through create resources association; enhancing the market awareness by Multi-level propaganda model, namely changing from card marketing, enlarging team market through discount strategies to agencies, comprehensive media propaganda, then hitting out the special tourist market and finally the tourism origin markets service marketing; improving accessibility via basic and innovative traffic system construction; improving reputation via facilities construction in high quality (digital scenic area, service area construction model of combination of peasant with tourism), cultivating quality service (Service concept construction, quantitative service criteria; staff quality improvement; emergency measures), advanced scenic area management ("please in, go out", MBO, standardization management, Introduction of advanced management system of ISO9000and ISO14000); expanding industrial chain by reforming operating mode and investment attraction, constructing promoting mechanism including establishing the leading position of tourism industry, government leading role and investment operation mode of "government instructs, enterprise acts, society participates, market operates"; besides, forming guarantee system by means of "integration planning" and management mode of "combination of spot management branch with executive branch".2. establishing the microcosmic developing dynamical system model of Yuntai mountain. There are six subsystems belonging to three lays of impetus, driving force and motility:mechanism system, action system, quality system, market reaction system and the of extended effect system, along with the specific factors under every subsystem. So the system structure chart. Then, this paper analyze the feedback relations between system elements and get across12causal feedback loops under the function of deep dynamical elements, which expounds the action mechanism of successful scenic areas becoming more and more successful.3. get some enlightments. First,"government instructs, market operates, enterprise acts":from government exploit directly to establish state-owned enterprise and operate by itself, then to state-control and privately operated, finally may be diversification property. Second, in the aspect of tourism development plan, two problems should be emphasized: interative making-up and cohesion change implementation, third, construct large-scale tourism pattern to realize great tourism development; forth, temporary development depends on immediate effect, but further development rely on quality; fifth, pay attention to break resistance, traditional system innovation and advanced management follow up should be choosed; the last one is set up innovation thought and take corresponding actions. |
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