Study On The Tourism Development Strategy Of The World Cultural Heritage Site Xiaoling Tomb Of The Ming Dynasty

Various subsequent development problems have gradually appeared in the cultural or natural properties after they were accepted as the world heritage.Xiaoling Tomb of the Ming Dynasty in Nanjing, a world cultural heritage site, is taken as the research object. Basing on related domestic and foreign documents and researches on world cultural heritage tourism and tourism development strategy, "Porter’s five forces model" and "ASEB method" is used to analyze the problems in the development of Xiaoling Tomb from the angles of the market competition environment and tourist experience. Development strategic objectives and development strategies for tourism of Xiaoling Tomb are put forward at last.The results show that:(1) In terms of market competition, the main competition pressure faced by Xiaoling Tomb Scenic Area in Nanjing comes from competitors in the tourism industry, threat from substitutes and suppliers’bargaining power at present. Among the large number of imperial mausoleums of The Ming and Qing Dynasties across the country, Xiaoling Tomb in Nanjing has no significant advantage. Meanwhile, the scenic area is adjacent to Dr. Sun Yat-sen’s Mausoleum, which is more famous and attractive than Xiaoling Tomb. Moreover, self-run tourism elements suppliers account a low percentage in the scenic area, and correspondingly, their bargaining power is weak, which restrict the development of tourism industry in the scenic area.(2) From the point of view of tourist experience, both in-depth interviews and questionnaire surveys carried out by the scenic area show that the overall tourist satisfaction degree is high, and more of them are willing to revisit the scenic area and recommend it to others. The unsatisfactory points focus on:imperfect supporting services, poor experiential activities, defective information system, boring interpretation and guiding services, inefficient traffic control system, inflexible ticket pricing, incomplete protection for cultural relics, unclear touring routes and weak marketing promotion.(3) Great pressure on management and maintenance of the scenic area, difficulty in business development as well as difficulty in the transformation of concept and innovation may be the main causes of the above problems. Xiaoling Tomb Scenic Area belongs to Zhongshan Mountain Scenic Area (Dr. Sun Yat-sen’s Mausoleum Scenic Area). Its development, construction, business and management are strictly controlled. Its tickets, subject to government pricing or government guidance, cannot be adjusted freely. As an organization under institutional management, the scenic area lacks market dynamics.Basing on the above analysis, development strategies are put forward for Xiaoling Tomb Scenic Area:to cope with market competition through brand strategy, differentiation strategy and integration strategy; to improve tourist experience through innovative product development, better service management and integrative marketing communications. Three measures are then given to ensure implementation of the strategies, namely, innovating tourism management system, strengthening resources protection in the scenic area, and strengthening the cultivation of tourism talents.