A Study On Industrial Tourism’s Business Model Innovation Based On Grounded Theory

Industrial tourism rises initially in European countries with the form of industrial heritage tourism and China began to develop tourism in recent decades. But according to the specific condition of our country, Industrial tourism started late and is immature compared with other countries. There are many problems, such as inferior quality, the less number of visitors and lack of operation. Most of the reasons consist in the lack of clear development ideas and long-term planning, the shallow level of product development, the low efficiency marketing promotion efficiency and the unreasonable network construction, etc. There is a urgent need of comprehensive system solutions. The research of this subject is fragmented and shallow, with the lack of in-depth theoretical explanation and empirical studies.The popular business model theory is a feasible solution for the problems of industrial tourism in recent years. Today the rivalry among established companies is not the product, but the business model. Because the business model covers all aspects of corporate strategies, which is comprehensive thinking framework. Business model includes industrial tourism activities, strategic resources, customer interface and the value network. The innovation of business model comes from the radical changes of some part, as well as the corresponding adjustment of other parts.This study is regarded to the development of Tianjin Port’s industrial tourism, which is one of the national industrial tourism demonstrations. First of all, the study introduces the research background and research significance, analyzes the relevant research literatures about industrial tourism and business model and defines the related theory. Then, the study collects more data through the interview research, web search and other methods and analyzes the development of Tianjin Port’s industrial tourism by the grounded theory. The conclusion is the tourism business model about associate project and rendering subject. It is "value found" "value creation" "value appeal" "value association" that the main category contains. "Value found" is the storage condition assessment of industrial tourism strategic resources. "Value creation" is the integrated marketing communications of industrial tourism customer interface. "Value appeal" is the combination custom design of industrial tourism business activities. "Value association" is the embedded relationship building of industrial tourism value network. Finally, this paper puts forward four relevant countermeasures. Industrial tourism should combine with other advantages to improve the ability of resource transformation, guide the customer interface and integrate marketing, deepen the experience design to get more profound and embed network to form field effect. The study summarizes the whole research, points out limitations and shortcomings and puts forward the future research direction.