Research On New Operational Types Of Leisure Industry In Mount Sanqing

China has become the world's second largest economic power since 2015,falling only behind the US.With a rapid increase in people's income,Chinese tourism has seen a great spurt forward.In 2016,China set out to implement its 13 th Five-Year Plan.The focus of Jiangxi's 13 th Five-Year Plan for tourism in the following five years is reform and innovation.The provincial authorities hope to vigorously stimulate innovations in the operation of tourism to give impetus to the whole industry and make it one of the most competitive in Jiangxi.In the modern age,there is an ever greater need for integrated experience-based tourism,a sight-seeing tour or a single type of tourist service can no longer meet the need of the market,so transforming the tourist industry to bring it up to date is a must.Leisure industry integrates tourism,recreation,health care and sports services.It is regarded as an answer to the need of tourism for transition from sightseeing to holidaymaking.Mount Sanqing in the Northeast of Jiangxi Province has unique mountain scenery and profound Taoist cultural tradition,thus abounding in tourist resources.However,the tourist revenue of the scenic region mainly comes from sightseeing service and ticket revenue makes up an overwhelming majority of the total.This thesis investigates the possible innovations in the operation of the leisure and tourist industry in Mount Sanqing through literature review,field work and case study and proposes new operational types for the industry there.The proposal is based on the theories obtained from extensive literature review and the comprehensive up-to-date knowledge about the industry and the park through on-the-spot investigations during the period of field work.The thesis analyzes the necessity for innovative operation of the leisure industry at the scenic region from four aspects: first,the need for tourists' satisfaction;second,the need of tourism for transition from sightseeing to holidaymaking;third,the need for sustainable development of the industry;fourth,the need for developing a holistic tourist destination.The thesis studies four successful operational cases of tourism in mountain areas inside and outside China,extracting from them useful strategies and experience which are applied in the proposal of the new operational types of leisure industry in Mount Sanqing.It's believed that Mount Sanqing has high forestry coverage,and the air there is full of negative oxygen ions,very suitable for the development of health care industry,thus Taoist healing hotels and ecological health care camps will meet this need.With a collection of revolutionary historical sites around and unique topography,the scenic region can also run science popularization and culture educational programs for youngsters.The mountain,woods and waters in and around the park provide venues for outdoor adventure clubs to organize activities for different themes of all seasons in the wilderness.Besides,the park can also introduce wedding tours and country tours.Four supporting strategies are put forward to ensure the success of the new types of operation: first,upgraded leisure and tourist service elements;second,better leisure and tourist service;third,more publicity to leisure and tourist brands;fourth,greater policy support.Hopefully,this study can provide reference for the development of leisure industry in Mount Sanqing.