Tourist Market Structure Investigated Analysis And Optimization Of Kunming Dianchi National Tourist Resort

With the development of economic and society, life is much more fast-paced and busy, more and more people begin to choose take a vacation to loosen both their bodies and minds, and also want to be more healthier and recuperate.1992, the State Council approved the establishment of National Tourist Resort, now, they are tourism destinations that having majorities of vacation tourism resources; the National Tourism Administration has set a series of standards and regulations, the establishment and series of standards and regulations are following the tourist marketing and gives lots of destinations and products for tourist to choose.The tourism market gave an impetus to the establishment of the National Tourist Resort, and the market structure are related to their management and development, so having a knowledge of the market structure is the basis of its healthy development and the key to achieve good status.Kunming Dianchi National Tourist Resort located in Yunnan Province, having excellent tourism sources and a certain market, is becoming the "Reception Hall"’and "the third space" of Kunming. First, The paper gives a brief introduction of Kunming Dianchi National Tourist Resort, it uses the on-site investigation and questionnaire survey based on theories related to the tourism market structure to investigate and analyze on the market structure of the Resort. It finds that tourist geographical and time distribution of the Resort doesn’t in accordance with its market positioning, the pattern of their consumption is simple, their consumption level is somewhat low. and tourists" satisfaction is general. Second, on the basis of analysis of tourist resorts’development inbound and the background of Kunming international tourism city construction, aiming at solving the problems existing in its tourism market structure from the investigation above, the paper put forward the suggestion to optimize the structure of its tourist market through transformation of the tourism products, optimization of the tourism function. Tourism product transformation includes product adjustment and repositioning, function optimization covers ways to optimize spatial structure and consumption structure of the tourists. And also gives vacation marketing strategies of network marketing, word of mouth marketing, integrated marketing and other specific marketing strategy. Research on its tourist market structure could not only have the help to the Resort to achieve its function, but also could have some help to the tourism breakthrough of Kunming and the tourism brand building of Yunnan, and it also could provide a reference for the other national tourist resorts in China.