Research On Marine Tourism Development Strategy In Lanshan District, Rizhao City

Nowadays,marine tourism has become an important carrier and component of marine economy,and has become an important pillar industry of many powerful countries in the world tourism economy and tourism industry,and has made important contributions to its social and economic development.With the further development of Rizhao’s strategy of "tourism to enrich the city",Lanshan District relies on its unique marine tourism resources and focuses on building a brand of tourism and leisure industry with the theme of "One fishing rod for the world",launched a "there is a smell called Kyoto/arashiyama" tourism slogan,marine tourism will rise to Lanshan district economic development as an important industrial force.But Lanshan District’s tourism industry is still at an early stage of development.It is moving from a traditional "fishing village economy" to a modern coastal city.While developing industry,it needs to constantly increase the proportion of tertiary sector of the economy,it is the core and key to optimize the layout and development direction of tourism industry,speed up the adjustment of marine industrial structure and economic strategy,and formulate scientific and effective marine tourism development strategy.Rizhao Lanshan District is rich in marine resources,and its transportation network and supporting services are increasingly perfect.In recent years,it has made great efforts to develop marine tourism by combining elements of unique resources such as mountains,seas and tea,total tourism consumption and the number of tourists received continued to grow.Based on the current development trend of marine tourism,this paper deeply analyzes the current development situation of marine tourism in Lanshan district and uses SWOT analysis theory to find that Lanshan district has unique location and advantages of marine tourism resources,with the overall promotion of the "tourism rich city" strategy and the maturity of the new tourism mode and industry model,the Export-oriented industrialization growth has given birth to new consumer groups,which has brought about great development opportunities for the development of marine tourism in Lanshan District.At the same time,this paper analyzes the marine tourism resources and the construction of marine tourism projects in Lanshan district through on-the-spot investigation and typical case analysis.On the basis of learning from the more mature experience of regional development of marine tourism at home and abroad,such as Dalian,Sanya and Hawaii,and combining with the reality of Lanshan district,we find problems,gaps and directions,it is found that there are some problems in the development of marine tourism in Lanshan District,such as the lack of tourism content,the shortage of competitive products,the imperfect tourism facilities,the insufficient publicity,the increasingly fierce competition in the coastal city circle,and the increasing pressure on the ecological environment.In order to solve the existing problems,this paper insists on the principles of "systematic" planning,"sustainable" path and "characteristic" development,and puts forward the countermeasures of Lanshan District Marine Tourism Development through the analysis of tourism development strategy.Through the "Ocean tourism + " integrated development,focus on creating multi-island sea complex,aviation town,Guancaowang fishing village and other colorful tourism projects,to further extend the time for tourists to play;Focusing on the development of high-quality cultural and tourism products such as "sea fishing + tourism" and "there is a flavor called Kyoto/arashiyama",with a view to raising the consumption level of tourists;focusing on the improvement of tourism infrastructure such as coastal transportation and entertainment services for tourists,so as to further expand the scope of tourist groups;Focusing on the mainstream media,tourism product packaging and other Marine Tourism Marketing Promotion and publicity,comprehensively enhance the visibility of Kyoto/arashiyama marine tourism,so that Lanshan District marine tourism industry will enter a new stage of development,in order to promote the comprehensive development of marine tourism in Rizhao.