Research On Problems And Count Ermeasures Of Soft Environment In Sanya Tourism Market

With the construction of Hainan international tourism island development plan approved, the construction of Hainan international tourism island has raised for national strategy. Sanya tourism industry has encountered a hitherto unknown development opportunity, but in the process of development, the construction of tourism public service construction, especially soft environment doesn’t keep up the pace of development, which market difficulties and challenges for Sanya tourism. Therefore, the research on problems and countermeasures of the soft environment for Sanya tourism market has important practical significance.Firstly, this paper summarizes the development of Sanya urban and tourism industry and analyzes hardware environment construction of Sanya tourism market. The paper makes definition of soft environment for Sanya tourism market and sums up the importance of soft environment construction to develop Sanya tourism market environment.Secondly, this paper analyzes the status of soft environment through the case and questionnaire. One summary negative cases in Sanya, and analyzes the case of the Sanya tourism market based on the current situation of the soft environment; Second is questionnaire. This paper designs the questionnaire investigation on different point from tourists, tourism companies, and local residents and analyzes the tourism market of Sanya. Through the analysis, the paper concludes the current problems of soft environment in Sanya tourism market, which are government regulation is weak, the service is not in place, lack of self-discipline, lack of social and human operators construction.Again, this paper establishes the soft environment construction evaluation index system in Sanya tourism market which is based on the questionnaire survey. The paper uses the analytic hierarchy process to evaluate and gains the evaluation result and analyzes the comprehensive evaluation results.Finally, this paper puts forward some countermeasures to improve the soft environment construction of Sanya tourism market from four aspects, which are including government administrative environment, tourism market, tourism service environment, social cultural environment.