Research On The Coupling And Coordinated Development Of Tourism Supply And Demand Based On The Supply Side Reform

At present,the principal contradiction in Chinese society has been transformed into the contradiction between the people's growing demand for a better life and unbalanced and inadequate development.Deepening supply-side structural reform is regarded as an effective way to solve the major social contradictions,improve the quality and efficiency of China's economic and social development,and promote the transformation of various fields to adapt to the major social contradictions.Due to its strong comprehensive driving effect,the tourism industry has become the main force to deepen the supply-side structural reform.Facing the problems of the mismatch between the supply and demand of tourism and the prominent contradiction between the structural supply and demand,the tourism industry should actively adapt to the supply-side structural reform,adjust the supply structure of tourism,break the mismatch between the supply and demand of tourism,and promote the quality upgrading and sustainable development of the tourism industry.At present,the research on the tourism demand and supply at home and abroad and their relationship has been paid more and more attention.The research contents and methods are rich,especially the coupling coordination model has been widely used in tourism research,but the research results of using this model to analyze the regional tourism supply and demand are relatively lacking.In view of this,Tianjin,an increasingly influential international tourism destination,is selected as the research object to make an empirical study on its tourism supply and demand.Based on the contradiction and equilibrium theory of tourism supply and demand,tourism flow theory,and sustainable development theory,the evaluation index system of Tianjin tourism supply and demand system is constructed.Based on the relevant data of tourism demand and tourism supply from 2008 to 2017,the coupling coordination model and entropy weighting method are successively applied to calculate the coupling coordination degree of Tianjin tourism supply and demand in the past ten years,and the deep-rooted reasons for the lag of tourism supply and demand system are deeply analyzed.At the same time,the demand of tourists in Tianjin is investigated by means of online questionnaire,so as to obtain the cognition degree of tourists on the importance of tourism supply factors and the cognitive data of tourism in Tianjin,in order to further understand the demand characteristics of tourists' market on tourism supply factors in Tianjin.Finally,the paper puts forward some countermeasures to improve the coupling coordination degree of tourism supply and demand in Tianjin and promote the sustainable development of regional tourism industry.First of all,this study summarizes the domestic and foreign tourism demand and tourism supply as well as the relationship between them and the related literature on the coupling and coordination of tourism.The concepts of tourism demand,tourism supply,coupling and coordination are sorted out in multiple aspects,and the contradiction and equilibrium theory of tourism supply and demand,tourism flow theory and sustainable development theory involved in the study are analyzed.Secondly,the coupling coordination model and evaluation index system of tourism supply and demand in Tianjin are constructed by synthesizing relevant research literature,and the weight of each index system is determined by using entropy value weighting method.By measuring the coupling coordination degree of tourism supply and demand in Tianjin from 2008 to 2017,it is found that the tourism supply system continues to lag in recent years,and the reasons for the lag of the tourism supply system are further discussed.Finally,the cognition of the importance of various tourism supply factors and the cognition of Tianjin tourism in the tourism market is obtained by issuing questionnaires,so as to explore the cognitive differences of tourism supply factors and the demand characteristics of Tianjin tourism in the tourist market.Combined with the empirical research conclusion,this study puts forward the following goals and paths to improve the coordination of tourism supply and demand and promote the sustainable development of tourism industry in Tianjin: first,to base on the tourism market demand,market orientation,realize the tourism market supply and the demand of tourists matching and docking;Second,we should make up for the shortage of supply,so as to achieve the coordinated development of tourism supply and demand in terms of structure,so as to realize the goal of sustainable development of mutual promotion and coupling symbiosis.This study also puts forward the corresponding optimization countermeasures: Innovate the development model to cope with multiple changes in the tourism market;Highlight local characteristics and promote the construction of featured tourism products;Adjust the supply structure and improve the quality of products and services;Strengthen regional cooperation and open up a new pattern of balanced supply and demand;Accelerate institutional innovation to provide a strong guarantee for steady development.