Research On Strategic Management Of Jingzhongshan Scenic Spot

In recent years, the development of economy leads to the rapid increase of tourismdemand, which made tourism gain a broad market prospect and confront unprecedentedchallenge. Tourism scenic spots not only value the number of visitors and tourist income,but also attach great importance to the long-term development of tourism scenic spots.How to ensure the vitality and attraction of the tourism scenic spots in a strategicperspective? How to put the limited resources into diversified products and personalizedservice by using strategic management? And more and more tourism managers value thecompany’s strategic management which is becoming more and more important for thefuture of tourism scenic spots. Recently, the internal and external environment of JINGZHONGSHAN has changed dramatically，which has brought a series of problems for thelong-term development of the scenic spot. So, the present priority is how to achieve thetransformation and upgrading of the scenic spot, and how to formulate the correspondingdevelopment strategy.Firstly, the paper introduces the background and significance of the subject, domesticand international tourism strategy as well as research method. It provides a soundtheoretical basis for the article by the introduction of theories which contain tourismdevelopment strategy, tourism competitiveness, regional tourism cooperation, thesustainable development of tourism and so on.Secondly, the paper describes the historical context and the present situation ofJINGZHONGSHAN Scenic Spot. It practices the Michael Porter’s Five Forces Model andStrengths Weakness Opportunity Threats (SWOT) to analyze and study the developmentand resources of this scenic spot. It puts forward the strategic objectives and strategicfocus for development of JINGZHONGSHAN, and proposes tourism strategic planningand space layout for it.Thirdly, the paper mainly presents the general tourism development strategy forJINGZHONGSHAN Scenic spot, including brand strategy, marketing strategy, tourismcooperation strategy, differentiation strategy, and sustainable development strategy. Andthen it studies implementation of these strategies. The paper also provides the security system for the strategic management of the JINGZHONGSHAN Scenic Spot.So far as the significance of the study is concerned, the findings of the study willshed light on the development of JINGZHONGSHAN Scenic Spot and other tourismscenic spots.