Strategic Studies For Making Fangchecnggang City An Internationally Recognised, Regional And Coastal Tourism Center

Tourism is a booming industry in china as it is a big driving force forregional economic development. Nowadays, regions of China have beenexploring the tourism development strategy by matching the needs of localsocial and economic development with respective advantages in tourismresources. They take measures to boost the tourism industry so as to take theinitiative over others in the long-term development of it.Developing Fangchenggang City in Guangxi province to be an"International Coastal Resort" and "Chinese Marine Cultural City" is thegeneral requirements for its tourism development. Through the issuing ofpreferential policies, the forming of the development thought of building tentourism areas, the launching of tourism and cultural infrastructureimprovement and the construction of scenic spots, the city’s tourism economywill continue to grow. But there are still many problems during thedevelopment of the tourism resources in Fangchenggang, such as the lack ofstrategic management thinking, unclear urban development planning.Meanwhile，the tourism strategy system is still under development and theadvantage of tourist resources is not being fully realized (as visitors takeFangchenggang generally as a transport hub between China and Vietnamrather than a tourism destination to explore the city and surrounding areas). The strategic management system conducted an in-depth study of theFangchenggang’s tourism industry. First, they used PEST to analyze theexternal environment: Political factors, economic factors, social factors andtechnical factors of the tourism industry in Fangchenggang and they alsoanalyzed the competitive environment and source markets. They then utilizedthe EFE Matrix to evaluate the results. Secondly, they analyzed the internalenvironment of the tourism industry in Fangchenggang City, focusing ontourism resources, investment capacity and management standards and theIFE Matrix was utilized for evaluating. In this study the SWOT matrix wasused to analyze the findings, draw to conclusions and summarize the tourismopportunities, threats, strengths and weaknesses in Fangchenggang. Theyrealized that we need to develop a strategic system to transform theFangchenggang city into an internationally recognized, regional and coastaltourism center and the advantages of the tourism industry need to be fullyutilized. Also, we should establish a unique tourism brand and promote asustained, healthy and rapid growth of the Fangchenggang tourism industry.In conclusion, based on the SWOT matrix results, we propose eightspecific strategic measures to accelerate the development of tourism:sustainable development, opening to the outside world，regional cooperation,diversification of investment, distinguished characteristic features, Finemarketing，informationalization，industrialization, and talent strategy.