Strategy Of Leisure Tourism Development In Wanli District

With the development of financial globalization, global industrial structure has taken great changes. And the most obvious feature is the rapid development of tertiary industry service sector. Travel industry, which is pillar industry of tertiary industry service sector, generally becomes center point of world economy development and international competition. Leisure travel, which is the combination of leisure and travel, can meet the need of both material life and spiritual life. It provides more abundant activities and more possibilities for the national leisure, which provides the possibility for the coming national leisure time.Nanchang is national historical and cultural city with long history and rich cultural landscape. Wanli, which has been called “Hongya”, lies in the middle of Xishan mountains, which is on northwest of Nanchang. It is the cradle of Chinese music and is known as treasure place of nine dragons together and drinking phoenix. However, with the increasing diversification of consumer demand for leisure tourism, Wanli is limited by more and more factors, such as shortage or disperse of related type land resource, tourism planning's lagging on current development, insufficiency of famous scenic spots' investment funds, the old ways and lack of innovation of regional and attractions propaganda promotion, few projects of high-end leisure travel, inadequacy of traveling facility and other problems. Based on this, in order to firmly grasp the historical opportunity for the tourism province construction in Jiangxi and complete the goal of “speed up green development and construct travelling areas”, Wanli District further deepens the reform on leisure travel industry. Besides, it becomes an urgent task to promote the smoothly running of leisure travel and sustainable development.This thesis regards “Wanli District leisure travel development” as the object, explores the accelerating Wanli District tourism development strategy path and counter measures, and uses the basic method of combination of theoretical research and case analysis, including the on-the-spot investigation method, literature review method, comparative analysis method, statistical analysis method and case analysis method, and strategic management SWOT analysis and so on. After the SWOT analysis of Wanli District leisure travel development, I can find the advantages and disadvantages of Wanli district tourism development, external opportunities and threats, so that the pertinence and feasibility of Wanli District tourism development research can be increased. Then they can provide scientific theoretical basis and practical basis for the completion of the thesis.Based on the analysis of the Wanli District tourism development's advantages and disadvantages, with other counties' tourism development experience and analysis of its internal and external environment, I put forward a method on how to further develop Wanli tourism under the premise of sustainable development. This thesis consists of seven chapters, and divided into three parts. The first part, which only consists of a chapter, is an introduction. It mainly introduces the research background, purpose, significance, research status at home and abroad, as well as the content and methods of research. The second part is the main body, which is composed of five chapters. Firstly, within the theoretical research part, in order to lay the theoretical foundation for the thesis, it mainly explains the concept of leisure travel and related concepts. Secondly, it gives a introduction of Wanli District's region overview and resource endowments. What's more, it points out the opportunities and challenges to the development of leisure travel in Wanli District through SWOT analysis. Lastly, it concludes Wanli District leisure travel development strategies through the study of the experience of other counties. It provides an important support to promote the smooth implementation of the Wanli District Leisure travel development. The third part is a summary, which points out the research conclusion and the future research direction.