Research On Strategies Of The Transformation And Upgrading Of The Tourism Industry In Yunnna

With rapid development of economic globalization and gradual deepening of marketization, how to promote economic restructuring and industrial upgrading, has become the main task of China’s economic development. Based on this background, the tourism industry as an important and sunrise industry in the national economy and economic growth, how to deal with changes in the environment, and to make adjustments for their own industrial development, as well as the future direction and expanding strategies, will become an important study subject of China’s tourism industry. Yunnan province is now moving towards to tourism province from a major one, relying on rich and unique tourism resources, Yunnan tourism industry has made its realistic, highlighting characteristics’path, but compared with developed tourism areas of both domestic and foreign, Yunnan tourism industrial development still faces some problems. Therefore, the author selected the "STRATEGIES OF THE TRANSFORMATION AND UPGRADING OF THE TOURISM INDUSTRY IN YUNNNA" as a research subject, hopefully being able to combine the contents of MTA with personal working experience, to explore preliminarily Yunnan tourism industry’s transformation and basic theory.This paper is divided into four parts:first of all, this paper studied the tourism industry’s transformation theories and consulted relevant literatures, in order to summarize the definition of tourism industry; the concept, connotation, features, and channels of tourism industry’s transformation and upgrading are formed the theoretical content of this paper. Second, analyzing Yunnan tourism industry’s development, expounding the existing problems, using SWOT method for detailed analysis. Third, in the transformation and upgrading of internal and external factors the premise, to build a driven model of tourism industry, to upgrade the target system overview. The last, as to existing problems during Yunnan tourism industry’s upgrading and new target in the historical period, to proposed seven strategies for Yunnan tourism-creating a large tourism industry pattern and optimizing the seven elements; developing orderly the tourist market; innovating marketing strategies; optimizing the financial environment; accelerating the pace of tourism enterprises; integrating tourism resources; building tourist products; insisting planning guide line; promoting regional coordinated development; deepening the reform of tourism; bringing better the government’s function; using science and education tour; emphasizing on technological innovation driven action.