Research On Development Strategy Of Smart Tourism In Xinjiang Under The Background Of The "Belt And Road Initiative"

The improvement of people's material life level,make the number of tourists spurt growth.as an important part of modern service industry,tourism industry in the national economic development plays an important role and the development of Internet technology promote the transformation and upgrading of the tourism.Major tourism cities have taken the construction of smart tourism as an important breakthrough point in the development of tourism.Tourism in Xinjiang has developed rapidly in recent years,a large number of tourists from home and abroad come to Xinjiang for sightseeing every year,but there is still a big gap between Xinjiang and other similar tourism provinces,under the background of the “Belt and Road Initiative”,as a bridgehead on the Silk Road,Xinjiang is actively transforming to smart tourism with its unique tourism resources,It is urgent to formulate effective development strategies.This paper takes Xinjiang smart tourism as the research object and the tourism science and technology theory and intelligent tourism service theory as the guidance.Literature analysis is adopted to study the development status of smart tourism at home and abroad and this paper analyzes the development status of smart tourism in Xinjiang from four aspects: tourism smart service,business,management and e-government.SWOT analysis is used to analyze the development environment of smart tourism in Xinjiang,and the opportunities and challenges of developing smart tourism in Xinjiang are obtained.The paper further uses case analysis to analyze the successful cases of smart tourism in Yunnan and Szechwan.In the case of “a mobile phone tour of Yunnan”,it is concluded that the strategic orientation of developing smart tourism in Yunnan is a compound smart tourism construction mode that relies on the leadership of the government to plan the multi-directional cooperation between local enterprises and scenic spots;The construction of Szechwan smart tourism information platform focuses on the unification of overall planning standards.Finally,the enlightenment to the development of intelligent tourism in Xinjiang is obtained from the construction experience of the two provinces.In order to further analyze the necessity of formulating the development strategyof smart tourism in Xinjiang,this paper selects the Malmquist model of Data Envelopment Analysis to measure the efficiency of tourism in Xinjiang.The 14prefectures(cities)in Xinjiang are taken as independent decision-making units,the efficiency of tourism development in 14 prefectures(cities)of Xinjiang is obtained and the calculation results are analyzed,It is concluded that the change of technological progress is the main factor affecting the increase of total factor productivity and the key to the development and progress of tourism.Finally,put forward the development strategy of smart tourism in Xinjiang,and specific contents include: Firstly,optimize the top-level design,the government and tourism departments play a leading role in the overall planning and scientific management of smart tourism in Xinjiang;Secondly,the construction standards of smart tourism should be standardized;Thirdly,Xinjiang should export high-quality products of smart tourism and upgrade the tourism public service platform;fourthly,establish and improve the talent pool for smart tourism.