Study On The Development And Strategy Of Ecotourism In Xianning

With the development of economy and the progress of society, national disposable income and the demand for tourism have increased rapidly. Tourism industry is growing as the leader of the tertiary industry, playing a crucial role in boosting economic growth. In the process of development of tourism industry around, one-sided pursuit of economic benefits, is causing ecological damage and the atrophy of the ecological tourism resources, the negative problems of development-destruction-further development have exposed. How to co-ordinate economic and environmental aspects becomes the first issue that is placed in front of tourism. As a combination of tourism economy, society sustainable development and the multiple ecological functions of tourism, eco-tourism will be a great social repercussion.Xianning city is located at the junction of Hubei and Hunan and Jiangxi provinces, where ecological resources are rich and have a high degree of aggregation, also the traffic is convenient. Xianning city is carrying out green development strategy, and promotes the development of ecological tourism actively. On behalf of the development of ecological tourism in third and fourth tier cities, xianning city is of high value of research. On the basis of the ecological tourism theory at home and abroad, this paper analyzes and evaluates the ecological resources in Xianning City, by using the SWOT analysis method, the paper analysis the advantages, disadvantages, opportunities and challenges of ecological tourism comprehensively, and analysis of the characteristics of the tourist market to find its own location. According to the results, this paper determines ecological tourism development strategy and specific design, and puts forward corresponding countermeasures and suggestions.The article is divided into six parts. The first part is the introduction, mainly introduces the background and significance of Xianning ecological tourism research, explained the research contents, methods, ideas and framework; the second part is the literature review, the connotation of ecological tourism, characteristics, functions and research results at home and abroad, which lays a solid theoretical foundation; the third part explains the current situation of ecological tourism in Xianning City, evaluation the ecological tourism resources, the using SWOT to analyze the ecological tourism in Xianning city; the fourth part mainly analyzes the features of Xianning eco-tourist market and its market positioning; the fifth part puts forward the strategy of sustainable development-ecological tourism development of Xianning city, also its specific design and countermeasures; the sixth part is the summary and outlook of this study.This paper divides the eco-tourism development strategy in Xianning into three aspects, which are ecological tourism industry positioning, system of ecological tourism and system of ecological tourism product. The first step is to create the positioning of the China central green heart and International Eco city; Secondly, shape Xianning characteristics of ecological tourism product system from the core product layer, layer brand, shaped like layer; Finally consummates the system of ecological tourism from the source motivation and support system, and puts forward the relevant countermeasures and suggestions of developing ecological tourism. This paper combines theoretical research and empirical research, provides theoretical support for the development of eco tourism, and provides guidance for urban development.