Present Situation Analysis And Countermeasures Research On The Development Of Tourism In Wuyishan

Since the introduction of the Reform and Opening-up policy, the tourism industry in China has been developing rapidly, and gradually becoming a major component of the national economy. As a result, in recent years, extremely rapid growth of tourism has taken place in Wuyi Mountains, which makes it the key industry in supporting the city's economy. As the Hefei-Fuzhou High-Speed Railway was put into use, the massive increase in the number of tourists has significantly promoted the economic growth of Wuyishan City. At the same time, it has also brought tremendous pressure to the capacity of the scenic resorts and introduced new challenges to the development of tourism industry.In this thesis, the SWOT analytical approach is used to analyze the advantages and disadvantages, opportunities, and risks of the tourism industry of Wuyishan City. The analysis indicates that it is important to (1) utilize the superiority of the rich tourism resources of Wuyi Mountains; (2) take the opportunities for development; (3) balance between exploitation and preservation activities scientifically and rationally; and (4) manage and integrate the tourism resources of Wuyi Mountains. As such, further analysis is carried out in this study on the local tourism market, aiming to optimize the pattern of tourism development in Wuyishan City and elevate the value of the tourism brand of Wuyi Mountains. The analysis indicates the following deficiencies of the tourism industry in Wuyishan City:(1) poor infrastructure system, (2) under-standardized management of tourism industry, (3) low brand effect of'Cultural Heritage Site', (4) tourism services that require improvement, (5) low diversity of tourism products, (6) short period of stay of the tourists, etc. Correspondingly, measures are suggested, including:(1) accelerate the construction of tourism-related infrastructure system, (2) build new systems of tourism products, (3) promote industry convergence, (4) encourage the development of'rural tourism', (5) strengthen the effect of tourism marketing, and (6) implement tourism protection policies. With these measures, the aim is to expedite the process of improvement and transformation of the tourism industry, make further use of the tourism brand of Wuyi Mountains, and promote the sustainable and healthy development of the economy in Wuyishan City.