Research On The Development Strategy Of Coastal Tourism Market In Guangdong

Since the 1990 s,the marine industry has developed rapidly around the world.As an important branch of the marine economy,coastal tourism has become a new economic growth point for many coastal countries and regions.With the development of tourism industry,coastal tourism in China has been growing steadily,showing a strong growth trend and entering the stage of popularization.In the era of experience economy,tourists are no longer satisfied with the low-cost tourism products of "look at the flowers while passing on horseback" but turn to the high-quality tourism demand.They pay attention to the unique experience of tourism.They are eager to participate in it and obtain unforgettable and wonderful experiences and willing to pay for the experience.The diversified demand of Tourism experience has become a hot spot of mass tourism consumption.Facing the South China Sea,Guangdong Province is an important coastal province in China,with vast ocean space,wide shelf,numerous bays and abundant coastal tourism resources.Coastal tourism is the focus of tourism economy in Guangdong Province.Coastal tourism in Guangdong Province has great development potential and value.However,some problems have also been highlighted in the development of coastal tourism market in Guangdong Province,such as low grade of coastal tourism products and low satisfaction of tourists and the weak international attraction.To analyze the market development conditions of coastal tourism in Guangdong Province,including the status quo of market supply and the experience of tourists deeply,under the guidance of tourism experience theory,tourism needs theory,tourism marketing theory and tourist satisfaction theory,by using questionnaires,qualitative and quantitative analysis and other research methods.This paper summarizes the problems existing in the development of coastal tourism market in Guangdong Province and puts forward some countermeasures and suggestions to promote the development of coastal tourism market in Guangdong Province,aiming at providing theoretical support and effective ways for the development of coastal tourism market in Guangdong Province.The structure of the article is mainly divided into seven parts.The first part is an introduction,expounds the research background and significance of the thesis,the research content and methods,as well as the difficulties and innovations of the research.It combs the research status of coastal tourism at home and abroad.The second part defines the related concepts of coastal tourism market development and outlines the relevant theoriesof coastal tourism market development,which lays a theoretical foundation for subsequent research.The third part analyzes the development background of coastal tourism in Guangdong province from the aspects of location condition,coastal resource endowment and customer source market situation on the basis of extensive literature reading and field investigation.From the perspective of industrial supply,the paper analyses the current situation of market supply of coastal tourism in Guangdong Province in terms of six major elements of tourism: food,housing,travel,shopping and entertainment.The fourth part obtains the data of tourists' expectation degree,perception of tourism experience and satisfaction degree after traveling to Guangdong Province through questionnaire survey.The questionnaire data was statistically analyzed by spss19.0 software to research the market demand for tourists in Guangdong Province.The fifth part combines the results of market supply and tourists' demand experience to analyze the existing problems in the development of coastal tourism market in Guangdong Province.The sixth part puts forward corresponding countermeasures and suggestions based on the current problems in the development of the coastal tourism market in Guangdong Province so that the coastal tourism market in Guangdong Province can better meet the needs of tourists and develop tourist products that tourists want.At the same time,it also provides experience and inspiration for the market development of other coastal tourist cities.The seventh part summarizes the main conclusions of the paper and puts forward the prospects and shortcomings of the research.