Study On The Competitiveness Assessment And Promotion Strategy Of Tourism Industry Of Fangshan District

Fangshan District is located in the southwest of Beijing City, rich in tourism resources, while its economy is in a relatively backward position and its industrial structure needs to be optimized. Since tourism industry has great impacts on a wide range of industries, it’s essential to the goal of achieving economics growth and structure optimization. Therefore, Fangshan District must take a good use of its tourism resources. However, the current development of tourism industry in Fangshan District is not satisfactory. In order to solve this problem, we must assess the tourism industry competitiveness of Fangshan District, and then propose promotion strategies for the future development of the tourism industry in Fangshan District.Firstly, on the basis of previous research, this paper analyzes the tourism industry competitiveness from the macro and micro perspective and then establishes the assessment model of the tourism industry competitiveness. Secondly, this paper analyzes the present situation of Fangshan District’s tourism industry from three aspects: introduction of its tourism resources, introduction of its developments and achievements in the recent five years and introduction of its current industry policies.Thirdly, based on the assessment model of the tourism industry competitiveness established above, this paper uses two quantitative methods to assess the tourism industry competitiveness of Fangshan District. The first part is to establish the index system of tourism industry comprehensive competitiveness assessment and then to assess the comprehensive tourism industry competitiveness of Fangshan District by using Analytic Hierarchy Process. The second part is to assess the the competitiveness of each department in tourism industry and its degree of the structural optimization.The conclusions of empirical studies are as follows:1)the comprehensive tourism industry competitiveness of Fangshan District is in the medium level among 16 districts of Beijing City, which in line with its existing tourism resources, but needs to be strengthened in industrial operation and external environmental support; 2)the structure of tourism industry department of Fangshan District is relatively good, while the growth capability of departments are relatively low, so the tourism industry department competitiveness of Fangshan District is low. Overall, the tourism industry competitiveness of Fangshan District is below the average level in Beijing City, and consequently this paper proposes promotion strategies to the development of the tourism industry in Fangshan District.