Guangzhou Flower Tourism Development Research Based On The Perception Of Tourists

In the context of the implementation of favorable policies on beautiful China, the beautiful countryside construction and leisure agriculture development, rich floral resources and a huge market demand have been combined, which led to the rapid development of the domestic flower tourism. However, behind the “ flower tourism hot ”, there are a series of worrying problems, such as the pursuit of short-term interests rather than long-term considerations. We need to explore research to guide its healthy and sustainable development.At present, the domestic and foreign researches on flower tourism are not mature. And, theoretical and methodological systems are also not perfect. It stays in the stage of description of the phenomenon and it lacks of contributions of quantitative research, which lead to the lack of guidance of scientific theory in the actual development.Guangzhou known as the “ Flower City ” has unique advantages and huge space in the development of flower tourism, because it has good conditions of ecosystem, flower culture, flower industry, scientific resources and government support.By classifying and combing the existing flower tourism resources in Guangzhou, we find that it has some characteristics such as diverse species, widely distributed and high homogeneity. Then, by analyzing the status of the development of flower tourism in Guangzhou, we find that its main problems are significant seasonal, the short residence time, the lack of flower brand, insufficient development depth, serious product homogeneity and so on.On this basis, this paper expands the research with the perspective of tourists perceive in order to reveal the characteristics of the demand of flower tourists. By using quantitative analysis method to analyse the survey obtained data, it obtains demographic characteristics of tourists, behavioral characteristics of tourists and perception impression of flower tourism resources in Guangzhou. Then, all the factoes are divided into three categories with the factor analysis: flower resources, floral development and experience and resort general terms. What's more, we ues one-sample T-test to analyse the importance of factors of tourists perception to understand the real needs of tourists.Finally, based on the results of the analysis and the development of flower tourism in Guangzhou, we put forward five major routes: the effort to build the brand and highlight the characteristics; enhancing scientific and technological content, enhancing the quality of resources; attention to product innovation, extending the industrial chain; responding effectively to the market, the implementation of precision marketing; improving resort facilities, providing first-class service. With these routes, we can further promote and guide the rational, sustainable development of flower tourism in Guangzhou. It helps to perpetuate the long flower cultural tradition and consolidate the unique brand characteristic of“Flower City”, so as to enhance the tourism image of Guangzhou and its core competitiveness.