The Research On Evaluation And Optimization Of Tourism Industry Niche Of Coastal Cities In Shandong Province

The coastal cities of Shandong have developed rapidly in economic, they are rich in tourism resources and have completed infrastructure. Based on this background, the development of coastal tourism can effectively improve local economy. Especially in the context of building the Shandong Peninsula Blue Economic Zone, the tourism is increasingly becoming a force in driving regional economic growth.This paper is based on the niche theory, has a reasonable understanding of the current situation of tourism development of coastal cities in Shandong through interdisciplinary perspective, and builds evaluation framework and model. This paper evaluates the tourism development of coastal cities in Shandong through three areas on niche such as the state, potential and the degree of overlap, and divides the coastal city into four types, namely the core city, node city, network city and route city. Finally, according to the characteristics of each city types and their niche, this paper puts forward optimizing strategies specifically.According to the research purposes and the structure arrangement, the paper is divided into five parts:Part I:Study on the existing literature. This section consists of two parts. The one is about the research of tourism in coastal cities which depends on the existing domestic and international literature, having a comprehensive understanding of the content and direction in academia. The other is the study on the applications of niche theory in tourism. Niche theory is the mainly theory of this article. This paper has explored the development of niche theory and its application in tourism from the aspects of domestic and international, and has analyzed its problems and development direction.Part II:Study on the basic theory. This part has discussed relevant theory in detail.Part III:Study on the tourism development of coastal cities in Shandong. This part is the basic research which discusses the tourism development status of coastalcities in Shandong systematically through regional overview, tourism resources,tourism transportation and tourism market.Part IV: Study on the tourism niche evaluation system on Shandong coastal cities.On the basis of Hutchinson "n-dimensional super-volume model”, this article builds ascientific, reasonable and operable evaluation system of tourism niche for coastal city.This evaluation system can provide decision evidence for tour operators and tourismdepartments through measuring of its niche state and potential as well as the degree ofoverlap.Part V: Study on the optimization Strategies for tourism niche of coastal cities inShandong. In the final, according to the above research as well as the characteristicsand problems of coastal city tourism niche in Shandong coastal city, this paper putsforward specific optimization strategies.