A Study On The Competitive Strategy Of Hainan Binglang Valley Li&miao Cultural Tourism Area Under The Background Of Cultural Tourism Integration

Hainan Binglang Valley Li&Miao cultural tourism area is the first national cultural5 A level scenic spot in China,and also the only one in Hainan 5A level scenic spot with the display of Li&Miao cultural and intangible cultural heritage as the core.Therefore,it has won the honorary titles of "national model group of national unity and progress" and "productive protection base of national intangible cultural heritage",which is the heritage of Hainan aboriginal culture And innovation practitioners.The research on the competition strategy of Hainan Binglang Valley Li&Miao cultural tourism area under the background of cultural tourism integration not only provides ideas for its development in the future,but also provides reference for the cultural protection of national tradition and intangible cultural heritage.This paper first introduces the existing natural resources and intangible cultural heritage of Binglang Valley,focusing on the interpretation of the intangible cultural heritage such as dragon quilt,tree skin cloth,spinning,dyeing,weaving and embroidery techniques,embroidered face and tattoo,the primitive pottery making techniques of Li nationality,and the boat house building techniques,and then shows the live performance Binglang ancient rhyme,a key national cultural export project.Then,pest-swot matrix is used to analyze the macro political environment,economic environment,social environment and technical environment of Binglang Valley one by one.The advantages,disadvantages,opportunities and threats of the four aspects are interpreted in an all-round way.Combined with Porter's five forces model,this paper analyzes the buyer,seller,existing competitors,potential entrants and substitutes of Binglang valley.As the bargaining power of the buyer is the focus of the industry environment analysis,the questionnaire survey is conducted to analyze the buyer's(tourist's)opinions on the existing price system of Binglang Valley by SPSS.Based on the analysis of SPSS,the author thinks that Binglang valley should choose the specialization strategy of Porter's three general competitive strategies,and finally puts forward specific development suggestions on how to practice the specialization strategy.