Ecological Tourism Development Research-Peony Resort Of Guxian

Ecological tourism is a protective tourism activity, which encourages protecting environment and natural resources. It will be the harmony of human and nature when visitors could enjoy both travelling and scenery during the ecological tourism. Peony Resort of Guxian has very thriving and unique resources for ecological tourism. It is not only the international trend but also in the line with our national environment-protection policy for Guxian to launch ecological tourism. The Peony Resort of Guxian has achieved great reputation in Shanxi province even in China thanks to the natural advantage of tourism resources as well as the holding of Peony Culture Festival. This article focuses on the current resources and development prospect of Peony Resort based on its present developing status by collecting related paper work and practical investigation. It also summarizes the advantage, weakness and opportunity of local ecological tourism. There are several problems existing in the development of Guxian Resort, such as: incomplete plan for travelling industry, low level of tourist products, huge gap between peak and off-peak season, out-of-date furnishing in the resort, poor utilization for natural resources, and poor propaganda and so on. In addition, by using the SWOT approach, the competition strategy and target setting could be specifically concluded for the Peony Resort of Guxian. During the analyzation, a few solutions are discussed to solve the mentioned problems, for example: powerful finance policy and excellent brand marketing. It will have great effect on flourishing ecological tourism of Peony Resort of Guxian in Linfen city, as well as bring greater value in economy, society and ecology for Guxian.