An Research On Tourism Project Business Strategy Of DB Diving Company

With the boom of leisure tourism and the further promotion of the international tourism island strategy, The marine leisure tourism in Sanya has ushered in great development opportunities. However, as transportation and information develop quickly and the communication extends deeply, tourism products encounter different corresponding problems, such as single tourism project, low product level, negative tourist reputation etc.,which are inconsistent with the present tourism development trend. It is undeniable that the above-mentioned problems not only have hindered the industry development, but also have affected the construction progress of Sanya international seashore tourism city and international tourism island. As the representative of the marine tourism project, diving is the most distinctive marine tourism product, whose flourish exerts a significant influence in enriching and boosting Hainan tourism products. Selecting DB Diving which has a long history and occupies a large market share in the diving industry, as the analytic object, based on the domestic and foreign related research achievements, this paper analyzes the current situation, the existing problems of DB diving tourism project as well as the competitiveness of diving products first; then, it conducts analysis on the external environment of diving tourism project and the existing problems in development and operation. At the same time,through the case studies of diving tourism projects in some famous international diving sites,some useful experience will be dig out; finally, this paper proposes some targeted solutions and strategies to the scientific and sustainable development and management of diving tourism products.This paper is mainly divided into five parts: The first part presents an elaboration of the research background, significance, the analysis of related literature as well as the theoretical basis-----SWOT analysis and Porter's five-forces competition model. The second part introduces the DB industry background and also probes into the competitiveness of diving tourism projects by using Porter's five-forces competition model. The third part analyzes the development environment of DB by SWOT. The fourth part introduces the operation state of diving tourism products in four international renowned tourist destinations, then summarizes and takes the lessons of them. The fifth part, on the basis of above analysis, puts forward relevant strategies and suggestions on the development and management of the diving tourism products in DB.