Study On Tourism Enterprises Product Under Transformation And Upgrading With Innovative Strategy

In recent years, industry transformation and upgrading has become one of the hotspot issuesin theoretical study. In the transformation and upgrading of tourism industry, tourismenterprises are the core and basis; while tourism products take the essential place in thedevelopment of tourism enterprises, since the creativity and development of tourism industryis driven by the innovation and the responding reforms of tourism markets. This thesiscollects theories on tourism innovation both at home and abroad, analyzes the background oftransformation and upgrading of tourism in Guangdong Province and studies thecorresponding innovative strategies of tourism products.By taking Qingxin Mineral Spring Holiday Resort for instance and by the way of enterprises’investigation and tourists’ questionnaires, this thesis surveys its geographical location, stateof operation, marketing environment, competition pattern, human resources, products andservices, marketing and publicity, analyzes its history and current situation and problems,and clarifies the importance of the innovation of products. On the basis of studying on thecreativity of tourism products, this thesis also studies the innovation of service, marketing,culture, market and resources, hoping to drive the sustainable and healthy development ofthis enterprises and providing reference for the transformation and invocation for others inGuangdong Province.