W Tourism Company’s Strategic Transformation In The Context Of Rural Revitalization Strategy

In recent years,as the focus of national strategic promotion,the rural revitalization plan has provided fresh ideas,strategic advice,and policy support for the development of various businesses.The "Opinions on the Key Work of Comprehensively Promoting Rural Revitalization in 2022,"issued by the State Council in January 2022,set the tone for the development of rural revitalization work and related businesses in the new year.The tourism market is still in the doldrums,despite today’s fresh crown pneumonia epidemic raging abroad and rebounding at home.Traditional tourism organizations must figure out how to develop new business strategies and investigate strategic transformation approaches to meet various levels of customer demand in order to survive the market winter.This thesis utilizes a literature review and case study methodology,with W tourism company as the primary case study subject,based on the macro and industry environment in which W company is currently located,PEST analysis and Porter’s five forces analysis model,combined with SWOT matrix to analyze the opportunities and threats in W company’s strategic environment,as well as the company’s own strengths and weaknesses,with EFE matrix,IFE matrix,and QSPM matrix.Each of them was statistically assessed and analysed using the EFE matrix,IFE matrix,and QSPM matrix,with the SO strategy being determined as the direction of W’s strategic transformation.The feasibility of W’s diversification strategy,such as the implementation of a customized rural B&B business in tandem with the rural revitalisation strategy,was demonstrated through field interviews and questionnaires,and corresponding safeguards were proposed in the process of W’s strategy implementation.In the current situation,where the tourism industry is in the doldrums and development is being hampered due to policy control and increased willingness of tourists to consume,the findings of this thesis show that the customised rural B&B business has huge market potential and room for development,and should be developed as a key point of implementation for W’s diversification strategy.Furthermore,following W Company’s strategic transformation,by actively laying out the rural cultural tourism industry and promoting the development of the diversification strategy represented by the customisation of rural B&B business,the company’s overall business structure will be optimized,and the number of visitors to the Ziyang Cultural Park currently operated by W Company will be bundled and increased,resulting in mutual benefits.In terms of corporate fund raising and investment planning,promoting the diversification strategy will not only attract outside capital to expand W’s investment,but it will also drive positive development in the surrounding cultural tourism industry,giving W a clear direction for investment and achieving good positive returns.Meanwhile,collaborating with the local government to develop new businesses in the countryside can help W Company not only obtain government economic subsidies and policy support,but also fill the labor gap,which can help solve the company’s lack of stability,expand employment of local rural laborers,and increase the income of local farmers.Through this thesis,we aim to open up the minds of traditional tourism enterprises in a challenging market.We can meet the needs of consumers,assist Company W in reducing business risks and realizing corporate value,and provide new directions.for the tourism industry to complete the optimization and upgrading of its industrial structure,as well as new suggestions on how to support the development of the rural revitalisation strategy from the perspective of enterprises,using the specific measures and practical solutions provided in this thesis.