Applying Resource-Based Theory To Study The Competitive Strategy Of Coessential Competition Among Tourism Products

With Chinese economy sustained boosting, the domestic tourism demand is growing rapidly; our country is entering the era of national tourism. Meanwhile, all over the country constantly builds new scenic spots. However, China’s tourism industry is in the primary stage. Lack of experience in tourism, and professional personnel is few. Thus, the new tourism products are not good enough. Even more, they are copying each other. For example:spas, tourist town, tourist souvenirs, etc. As a result, coessential competition is severe in tourism industry. There are a dozen of terrace landscape in China, Yuan yang Terrace faces serious coessential competitive. Study the basic situation of Yuan yang terraced fields and research the threat from similar products. Try to make competitive strategy for Yuan yang terrace using the theory of Resource-based, and also find ways for others facing the same problem. Based on the characteristics of scenic spot is not removable, and according to geographic location and market, competitors are divided into three types. Yuan yang terrace compares to other terraced destinations from resources, culture, location and travel current situation. Applying VAL model determined the strategic resource of Yuan yang terrace. Considering the internal resources and external competitive environment of it, and apply the SWOT analysis method to make competitive strategy for coessential competition. Strategy contains several recommendations. Firstly, adopt new ways to develop terraces tourism, Hani Village built to attract tourists to stay down. Secondly, Expo Group uses its powerful ability of business operation to create a new profit model for Yuanyang terraced fields. Third way is to take advantage of the strong appeal of the World Heritage to increase Yuanyang Terrace brand awareness. Fourth, make the best resources to grow the core competitiveness of Yuanyang terraced. The last one is that Expo Group acquired the surrounding terraced landscape to unified operation.