The Study On Competitiveness Of Tourism Market In Poyang Lake Ecological Economic Zone

On December12,2009, the Poyang Lake Ecological Economic Zone Plan is replied bythe State Council, this is the first regional development plan incorporated into the nationalstrategy in Jiangxi province since the founding of new China. In the development processof Poyang Lake ecological economic zone, the healthy development of tourism industry isindispensable, and is playing an important role in the entire economic zone. Only furtherclarifying the status of tourism development in the economic zone as a whole, miningadvantages and identifying obstacles, targeting to develop the tourism market can thecomprehensive competitiveness of the tourist market in the entire economic zone to beimproved.This article is in the thought of raising questions, analyzing problems, and solvingproblems, based on the theories of tourism market and competitiveness, to study oncombining with the present situation of tourism development in the Poyang Lake economicecological zone. First, this article analyzes the tourism development status of Poyang Lakeecological economic zone, according to the diamond model of Porter, to analyze one byone from the aspects of tourism market resources conditions, tourism market needspotentiality, tourism industry and its competition and cooperation, social foundation andsupport industry of tourism, development opportunities of tourism market, government andpolicy conditions, and to explain them by corresponding data, to indicate that the tourismdevelopment of Poyang Lake ecological economic zone has must foundation. Secondly,combining the state of Poyang Lake ecological economic zone and the available data, thisarticle establishes the evaluation model of competitiveness of tourism market in PoyangLake ecological economic zone, including the economic environment and the purchasingpower of residents, investment and capital financial capacity, human resources andeducation, the state of accommodation and catering, the state of traffic and transport, thecondition of natural resources, and the state of tourist market. Thirdly, applying weightedTOPSIS method to process data and to analyze, and to reach the ranking ofcompetitiveness of tourism market in Poyang Lake ecological economic zone, and toanalyze the reasons.Fourthly, based on this analysis, presenting problems and obstacles ofthe tourism development of Poyang Lake ecological economic zone, including market scale exists barriers, tourism products and services are lack of differentiation, high-qualitytourist services are in short supply, tourism marketing campaign is in the absence of uniqueselling propositions, tourism market is lack of standardization and oversight, mechanismsand institution has shortcomings and challenges and other issues. Lastly, aiming at theexisting problems, to pose the solution countermeasures of strengthening tourism industrycooperation, to form ordered industry chain; developing characteristic tourism products, toform brand advantages; focusing on talent training, to improve tourism service personnelquality; focusing on developing local characteristic tourism, to form unique sellingpropositions; increasing government regulatory efforts, to make tourism market work inorder; improving the institutional mechanism of tourism market, to realize the innovationof institutional mechanisms; playing the role of competitive intelligence and Internettechnology, to accelerate the level of tourism market information, aiming to providereference on smooth development of tourism market in Poyang Lake ecological economiczone.