The Study On Trust Product Innovation Of Tourism

In recent years.the percent of tourism in GDP is constantly increasing; tourism is playing the leading role in the tertiary industry. However. with the respect of the important status of the tourism industry. the size of the investment and finance is quite small and investment channel is quite few. so it cannot keep up with the development of tourism. It mainly comes from the disadvantaged characteristics of tourism. The vigorous development of tourism is inseparable from investment and financing. and the development of China’s tourism industry is government-led industry. so the tourism development fund is mainly from government and bank loans. However. financial support from the government is quite limited. so that relying solely on government fund to increase the development of tourism is surely not enough.The Trust. bank. security and insurance constitutes the four pillars of modern finance. Trust is the property management system with the core of the financial resources. based on trust.the approach of entrusting. It is unlike other financial services. and with its unique functions in the financial system occupying a special position on the social and economic development has played a positive role.The financial management function is the most basic function of the Trust;the function of financial intermediation can raise fund and finance. and the function of financial intermediation of trust is mainly reflected in the use of funds of raising long-term investment and production and construction. showing the long-term use expertise of the trust funds; while Trust also has the function of social investment. These functions and Tourism’s funding needs combine. and Trust is the only financial institution in the economic field that can cross the money market. capital market and investing industry at the same time. It is also a sunrise industry in the financial sector. So how to introduce the trust to the tourism industry. and then make tourism and the trust achieve integration is currently a serious problem.Article reviews the research of tourism trust products. and gives the concept of tourism trust products. Tourism. finance. trust and industrial integration are the related theories that can be used in the article. Respectively. the effect of the banking. securities and insurance industries are analyzed to support the tourism industry. The tourism industry’s instability limits the development of tourism financial product. Banking. securities and insurance industries lack of support for the dynamic development of the tourism industry and their supports can not meet needs. and the banking. securities and insurance financial supports show uneven phenomenon in the hotel industry. travel industry. scenic spots and other tourist businesses. While analyze the overall financing problems of SME to highlight the problem of financing SME in the tourism. Trust can be a new method to finance tourism. The problems of tourism trusts are analyzed. these are single product. product design. lack of innovation. and innovation mechanism not yet formed and so on. Explore new ideas for travel agencies. hotel industry. scenic spots. online travel services. tourist traffic. tourism and other listed companies appropriate product design:the travel agency "bundling" of marketing. hotel industry. REITs. tourist traffic and travel large entertainment facilities finance lease. securitization scenic spots. scenic trust infrastructure project financing. And then some related measures are proposed.At last give the conclusion.