A Study On The Development Strategy Of Suburban Tourism In Shijiazhuang City

Suburban tourism is becoming a popular tourism form in China in recent years. As the provincial administrative center, Shijiazhuang is no exception. In just a few years, suburban tourism in Shijiazhuang has been developed gradually, which has brought Shijiazhuang, a city with weak national tourism awareness, new market prospect. The features of suburban tourism, i.e. leisure and short distance, have drawn the attention and interest of local consumers. However, due to short time of the rise and development of the suburban tourism, relevant policies, regulations and experience still need to be improved and the management must be strengthened. In addition, the development of related products is at an early stage and there is no famous tourism brand. In this context, the research on Shijiazhuang suburban tourism is particularly necessary.Based on this, starting from the meaning and purpose of suburban tourism, the paper analyses the achievements and problems in the development process of Shijiazhuang suburban tourism. The author suggests that in the case of the suburban tourism with many insufficiencies, the local government should take more targeted measures to put the emerging kind of tourism in the right track and tourism enterprises shall do their best for the smooth development of suburban tourism.In the paper, through the theoretical analysis of the suburban tourism, the author analyses the different classification of suburban tourism according to products, transportation, tourist resources. The paper also illustrates the four major characteristics:obvious recreational quality, many development modes, higher request for convenient transportation and brand loyalty principle. The product image and product positioning is also analyzed. For the research of present situation and development strategy of Shijiazhuang suburban tourism, the author has carried out necessary field trips. In-depth interviews have been conducted for the relevant scenic spots and questionnaires for tourists have been collected for detailed data. Through analysis, the author has found the advantages of the development of Shijiazhuang suburban tourism as follows:great importance attached by the government, abundant suburban undeveloped resources, obvious location advantage, vast tourist sources, and high participation. The existing disadvantages are:lack of clear direction and planning of high maturity, environmental pollution, weak infrastructure, intensive and disorderly developing, resulting in vicious competition and poor brand awareness.Finally, according to the objective reality of Shijiazhuang, based on management analysis of specific attractions, the paper put forward the development countermeasures and suggestions. First, it is to shape the theme brand in the aspects of the brand positioning, logo design as well as overall image planning to establish the featured images of Shijiazhuang suburban tourist attractions. Secondly, it is to enrich tourism products and focusing on theme characteristics, e.g. mountain and water tourism, revolutionary scenic area tourism, historical and cultural heritage tourism, farm tourism, spa tourism, leisure shopping tour, industrial tourism, holiday theme tourism. Thirdly, the depth development of the tourism products should focus on folk culture, the quality of food and accommodation as well as their own characteristics of tourism destinations, to meet the different needs of tourists. Fourthly, it is to strengthen the Internet, media, advertising and other media promotion modes. The fifth point is on the transportation planning of related scenic spots, positioning of road functions, adding index signs, beautifying the roads and strengthening the parking services. Lastly, it is to increase the tourism product consumption by means of designing products with characteristics and optimizing the sites. In addition, the paper takes Western Evergreen scenic area as an example to analyze the effects of air pollution to the tourism industry, as well as measures which can be taken.All in all, Shijiazhuang suburban tourism market has development potential, but it can not be acted with undue haste in the process of overall development. How to keep a good momentum of development in future is worth further research.