Sanya Tourism Academy Of Marketing Innovation Research

Tourism performing arts is a no-boundary industry. The development of tourism performing arts is the result of both internal and external factors. As far as our country is concerned, the vigorous development of the market economy and the tourism industry cause the increasing needs of tourism performing arts industry. To meet the demand of the market, the combination and interaction between tourism and entertainment industry have already become a trend. The development of tourism performing arts has increasingly become an important trend in domestic tourism and this trend is the inevitable result of the development of the tourism industry at a certain stage. Tourism performing arts activities as products that can meet people’s spiritual and cultural needs, which enable people to obtain the important function of deep and rich cultural experience. Meanwhile, the role of tourism performing arts activities is significant compared with tourism performing arts products, which has become a bright spot and played an important role in shaping the image of tourist attractions. Based on the research and analysis above, the summary of experience and lessons and the study on relevant theories will be very conducive to the healthy growth of the tourism performing arts industry in China as well as the prosperity and development of the tourism industry. This paper concludes and summarizes the existing problems of Sanya tourism performing arts products in the process of marketing according to the present situation of Sanya tourism industry in order to find out the reasonable development ideas through the analysis of successful cases. Sanya is the important seaport of foreign trade as well as the center of Hainan tourism. Driven by new opportunities of the building of Hainan International Tourism Island, the international position of Sanya is once again rising. As a tourism-oriented city, much emphasis should be paid on the quality promotion of tourism management. Therefore, it is very important to accelerate the development of Sanya tourism performing arts industry and promote the consumption of tourism performing arts.This paper analyzes and discusses the advantages and disadvantages as well as the opportunities and threats of Sanya tourism performing arts market according to the current situation of domestic tourism performing arts industry combined with the actual development of Sanya tourism market in order to provide some reference and help for the marketing innovation and reform of Sanya tourism performing arts industry.