Study On The Optimization And Upgrade Of Mountain Liantai Scenic In Jinan City

In recent years, guidance of national policy and support from the local governments result in a nationwide and unprecedented tide of tourist travel. With a steady increase in national income and more leisure time, people begin to view tourism as public consumption but not as the luxury. However, as the time of traveling becomes more frequently, people need higher and higher quality of tourist products. Therefore, the demand of tourism market is considerable. Researchers and people concerned should attach great importance to providing high-quality tourist products. This study focuses on optimizing and improving tourist service, and takes Mount Liantai in Jinan as an example. On the basis of available resources in Mount Liantai and the theories of Tourist Destination, Tourist Perceived Value, Sustainable Development, and Polycentric Governance, we choose to use questionnaire about the Tourist Perceived Value by analyzing the results of documents review, expert consulting, survey and interview, questionnaire investigation, the-spot investigation, and statistical analysis etc. Data collection by questionnaire and data analysis by Importance Performance Analysis (IPA) show the advantages and disadvantages in tourism development of Mount Liantai. Furthermore, we objectively evaluate the present situation and put forward suggestions for tourism development in Mount Liantai. This study not only provided specific and well-founded developing strategies for further development of Mount Liantai tourism, but also provided theoretical foundation for optimization and development of common tourist spot.The full text is divided into four parts. The first part is theoretical preparation with chapters one and two included. This part includes the background, significance, content, methods, and procedure of this study. The goal of this part is to reveal the relevant theory. We collect and analyze the theories of Tourist Destination, Tourist Perceived Value, Sustainable Development, and Polycentric Governance, providing theory support for discussion in this study. The second part is case study with chapters three and four included. This part reveals general information about the case-Mount Liantai, and provides preliminary evaluation about the tourist resources. On the basis of theoretical research and Mount Liantai’s situation, we select factor and index, and design the form of questionnaire. Through analysis of the survey, we identify the tourists’ expectations about every designed factors of Perceived Value and how they perceived practically. Then, we analyze the survey data using statistical methods. The situation of Tourist Perceived Value about Mount Liantai is shown. The third part is countermeasures proposition. By analyzing the data and results of questionnaire, we identified the advantages and disadvantages in tourism development of Mount Liantai. Furthermore, we provided developing strategies and solutions to the problem. The fourth part is conclusion and further prospects with chapter six included. The study conducted in this thesis are summarized in this part. The conclusion is drawn. The shortcomings and further prospects are also furnished.The study of this thesis indicates that:Firstly, combined "the Classification and Evaluation of the Quality Grades of Tourist Areas", "the Excellent Tourist Destinations Assessment System" proposed by The World Centre of Excellence for Destinations (CED), the Tourist Destination Theory, the Tourist Perceived Value Theory, and the Sustainable Development Theory, we select 20 perceived factors to form five aspects in the survey of Tourist Perceived Value. We show here that the 20 factors can comprehensively and objectively reveal the tourists’ perceived situation about the tourism development of Mount Liantai. This study could provide useful reference for evaluating current developing situation of other tourist spots. Secoundly, IPA analysis about Tourist Perceived Value of Mount Liantai show that some aspects in the second quadrant whose importance score is higher than 3.36 and performance score is lower than 2.40 need to be improved. These aspects include the scale and abundance of sight, sight quality and value, the culture and inheritance, the integrated security system, marketing and promoting, service to visitors, catering services, entertainment facilities, and shopping. These should be the key aspects for further optimization and development. Thirdly, the specific strategies for tourism development of Mount Liantai include:developing the available resources in depth, creating characteristic tourism image, perfecting the integrated facilities, reinforcing quality of tourist products, applying modern media technology, improving well-known, promoting the polycentric governance, and achieving sustainable development.