A Study On Competitiveness Enhancement Of Chaya Mountain Scenic Area Based On CR Model

The study of tourism destination competitiveness can provide reference for the long-term development of scenic spots from the perspective of sustainable development,which has both theoretical value and practical value.There is no consensus on the definition of tourism destination competitiveness at home and abroad at present.Based on the definition of tourism destination competitiveness by two scholars in Crouch and Ritchie in 2000,combined with the actual situation of Xiaoshan Scenic spot,23 evaluation factors are selected from the evaluation factors of CR model,and the qualitative and quantitative analysis of scenic spot competitiveness is carried out by using field investigation,literature analysis,comparative analysis induction and summary.The research results show that the scenic spot is at a high level in the tourist destination of southern Henan Province and in the middle reaches in Henan Province.The tourist market is mainly for young and middle-aged groups,with a per capita consumption level of about 200-300 yuan;the main problems in the scenic area are: the fine products of tourism products are not fine,innovation is not enough;cultural resources are weak,historical celebrities and big events are less;the effect of all kinds of high-specification events is not ideal;the surrounding service facilities are positioned high and disjointed with the market demand;the scenic spots are heavily constructed and maintained,public transportation is not convenient enough;the marketing mode of scenic spots is not interactive with the target population;the service experience is not good enough tourists complain hot spotsFinally,the article puts forward seven improvement measures :(1)pay attention to the promotion of regional popularity at the macro level,close to the target audience market,and expand the popularity and influence of scenic spots in Zhengzhou and Wuhan.(2)At the competitive level,we should make great efforts in product design,expand and strengthen "tourism sports" products and services,add sports routes to the existing tourism recommendation routes,try to develop products such as light show and night tour,and suggest that the scenic spot set the effective time of tickets in 2 days.(3)Make up for the short board of core resources by taking the activity as the breakthrough point,set up the special channel for the geological museum tour project,through the free or lower charge way single Alone.Increase thecontinuity and visibility of activities,set up 3-4 scenic spots of the main activities of the project brand.(4)Supporting elements should focus on enhancing the tourist experience.Open the opening hours of each tourist attraction in time,maintain the tourist facilities regularly,strengthen the reconstruction of safety facilities,and suggest that the scenic spot adopt the middle and high end talent outsourcing method to solve the problem of talent shortage.(5)Speed up development and improve quality and efficiency based on destination planning.As soon as possible to formulate a scientific and reasonable tourism development plan of the scenic area of the mountain,further dig into the culture of travel to the west,mountain sports culture,launch the corresponding tourism products,through market research,expert consultation and other ways to determine the enterprise The development goal and market orientation of a certain period in the future,the introduction of standardized management of economic hotels near the scenic commercial street,the formation of Nongjiale,economic hotels,five-star hotels,hot spring resorts and other multi-level supporting services,lengthening the stay time of tourists and increasing comprehensive income.(6)Improved marketing of destination management.In tourism online websites,search engines,We Chat friends circle and other network media to carry out targeted publicity,tourism advertising production using Internet users like micro-film,story ads,comics,poster products,planning and production of a number of high-quality marketing content,Further do a good job of guest comments interactive work,timely response to tourist concerns.(7)Break through restrictive factors and turn disadvantage into advantage.Active integration into Xinyang,Luohe,Nanyang and other cities in the joint marketing of scenic spots,through sharing the market,complementary advantages to achieve the goal of win-win,scenic spots in the premise of doing a good job of resource protection,to ensure the safety of tourists,should launch more experiential products.