Study On Tourism Development Strategy Of Leshan City

Tourism, reputed as the "never-withering promising industry" and "a catalyst fueling leapfrog development of national economy", has now become the largest industrial in the earth. Through years of cultivating development, the tourism industry has grown into an important industry of economic development in Chinese. Leshan City is well-known in domestic and foreign tourism markets as it’s the home of the world’s natural and cultural heritages. Its gross tourism economy ranks top second in the province with a strong development foundation. However, the tourism industry is still only a scenic spot and transit. Faced with the new characteristics and new trend in new phase and driven by the requirements for functional restructuring, industrial upgrading, space booming and service system upgrading, Leshan’s tourism sector is obliged to readjust and reorient its development approach.This paper tried to use the theories of strategy management theory to guide Leshan’s city tourism development. Through a investigation into the tourism sector of Leshan and with reference to various kinds of data, a comprehensive strategic analysis was made for Leshan’s tourism from external environment and internal conditions (mainly including infrastructure, resources, market and overall advantages/disadvantages). On this basis, a better suggestion of constructinge a famous,first-class tourism destination" was proposed using SWOT method. Meanwhile, this paper was trying to get a plan for "enhancing resources use ratio, the product system constructions, marketing effectiveness and the destination construction".The conclusion of this paper is:the tourism in Leshan should adopt the strategy which is "fully exerting brand effect of dual heritage and realizing the changes from the scenic area to the destination", i.e., when the key of the tourism development in Leshan is the tourist destination construction to be "the world famous and national first-rates". we should walk faster in upgrading and multi-functional industry cluster. What’s more, we should take the product brand differentiation strategy, care the brand image, create "one key-one belt-two axis-five area " and build the first Zen city in China.