The Study Of Competitiveness Evaluation And Development Countermeasure In Sanya’s International Tourism Service

In the21st century, Sanya’s tourism services is rapid growth.The data shows that from2004to2012, the tourism services of Sanya received visitors rose from3.64million to10.22million. The data also shows from2000to2013the total income of Sanya’s tourism service rose from1.98billion yuan to23.333billion yuan. Despite the Sanya tourism services has achieved good results, however, the development of international of tourism services can not keep the same pace. From2008to2013,in the six-year period, the number of international visitors that Sanya received only increased less than10million. And the foreign exchange from international tourism services in2008has dropped to1.703billion yuan to1.688billion yuan in2013.So we think that Sanya’s international tourism services is in grim situation.Firstly, this paper combed the theory of competitiveness on international tourism service, respectively summarizes the related literature research both at home and abroad to find the relevant theory. Then, this paper comprehensively analyzes the background of Sanya’s international tourism services and development the present situation. The paper make use of the percentage of market share (MS) index and revealed comparative advantage (RCA) index to assess the current level of competitiveness on Sanya’s international tourism services. The data shows that it is still in the weak phase and has a huge gap compared the international tourism developed cities such as Shenzhen, Xiamen, Zhuhai. And from2008to2012, the competitiveness showing a downward disappointed trend year by year.Then, this paper analyzes the factors that influence the competitiveness of Sanya’s international tourism service from the aspect of macro, meso and micro levels, which include international economic environment, the government behavior, the urban tourist traffic, auxiliary tourism industry, international tourism service enterprises and the development and protection of the tourism resources. Finally, the paper puts forward some highly targeted and specific policy recommendations on promoting Sanya’s international tourism service.