Yongkang Fangyan scenic SWOT Analysis and Countermeasures

[Abstract] Yongkang Fangyan for its beautiful landscape scenery, deep Hu Gongwen of heritage as a potential development of tourist attractions. This paper shows that SWOT analysis of strengths and weaknesses Fang Yanjing area co-exist, opportunities and threats with in, and on this based on the support of Fang Yanjing area of ​​sustainable development several strategies, which can better guide the management area.

[Keywords] Fangyan Hu Gongwen of SWOT analysis measures

Attractions eastern Zhejiang Yongkang side rock is rooted in the landform of a wonderful landscape, in 1985, with its breathtaking scenic side Xianfeng rock cliffs, natural stone, like gods, dotted with cave rooms, colorful waterfalls Pinghu, known as "paradise on earth" reputation, was approved as the first batch of scenic areas, Zhejiang Province, the same time, side rock history, human and cultural, heritage be seen everywhere. a long history of rock has accumulated square deep cultural heritage around the square Yan Hu unique landscape and the public, Chen Liang, Liu and other characters form a Culture of Foshan, Mountain Culture, mountain Culture and mountain Culture hero, during which the inherent scenic beauty, beauty and personality interacts U.S. folk, to give the visitors a rich aesthetic experience.

SWOT analysis is a scenic area by the favorable factors and negative factors in the development of an accurate analysis to determine the area in the development of threat and seek development opportunities. Its significance lies in the area of ​​Tourism development process of scientific analysis, research and forecasts for the area of ​​development planning and management decisions. This method of using SWOT analysis for a scenic Yongkang Fangyan qualitative analysis, in order to more good development and management decisions.

First, the advantages of analysis
1. Hugong Wen of the monopoly
Hill is not high, but the immortal name. Fangyan in Zhejiang can be described as including women and children, can be famous because of its square root is the southern most parts of the Great Temple of God where the public Hu, Hu public tens of millions of men and women in mind, incense enduring .1958 August 21, Yongkang county party secretary of Mao Zedong said: "There on the side of rock, Hu public the Great, incense enduring, is the most famous of it! In fact, Hu is not the Buddha is not God, public , but the person who is the Northern Song Dynasty, a clean government, tangible memory of his many good people. "" official term for the benefit of one party. "Quotations from Mao Tse-tung wall, 4 meters high and 6 meters wide, was built in 1996 , is the rock on the side of a profound ideological and cultural connotation of the new attractions and now the eight characters engraved on the front screen wall on the Hugongci, and into the mountains at the entrance of the Song Emperor Yu Shu "He Ling" screen wall echoes, Hui long jump. Chairman Mao is the history of the passing of Hu public to give such a high rating. consequent formation of colorful Hugong Wen, becoming a Tourism and cultural side rock the most shining bright As the public gradually deified Hu, The festival also increasing in size and scope, content and form more and more colorful, and gradually developed into a wide range of people and distinctive local characteristics of folk festivals, the contents of hybridity gradually more and more worship pray factors , forming a square region-specific Hu Gongwen of rock in a certain sense, even to say: no Hu public, there is no party rock.

2 Geography and convenient transportation, urban high-profile
China Technology Hardware City, Yongkang, Zhejiang Province, located in the middle of the "seven mountains of water two sub-fields" is a typical southern town, away from the provincial capital Hangzhou, 200 kilometers from the international metropolis of Shanghai 350 km away from Ningbo Beilun Port, 200 kilometers away from Wenzhou 200 km to the China Commodity Market, Yiwu and HengDian is only an hour, Jinhua-Wenzhou Railway 330 State Road, Jinliwen highway runs through the territory. Yongkang is its hardware Industry has long known, known as "artisans of the villages", 2009 In the September 11, the China Construction Metal Structure Association awarded Yongkang "Chinese doors," which takes Yongkang into the world! The annual September 26 - 28 Hardware Fair held in China, is attracting businesses from across the country and even abroad, the vision, which brought business Travelers are just countless.

3 natural Tourism resources and cultural Tourism resources of the combined
Unique natural landscape behind the Culture. Fangyan Jing area of ​​development, Hu Gongwen is the one aspect of the Fang Yanjing concept is another matter. The natural landscape as a "form", Hu Gongwen into "God." "Form" in the natural, and "God" is intended to guide the development process and now party rock Hugongci, Hu public hall, public statues, Hu, Hu public hall, "an official term for the benefit party" Quotations wall, He Ling Bi, etc., all are Hugong Wen connotation and extension of the expansion of the excavation. so that the tourists enjoy the natural landscape, while also enjoy the local culture and customs.

Second, the strengths and weaknesses analysis
1 low level of information Technology
Fang Yanjing District website content update lag, lack of interaction, tourist attractions can not be promptly informed of new information, new trends, the Internet can not communicate with the area, the lack of e-commerce functionality, with the mass Tourism, the trend FIT Travel, tourism Travel network in the media before the collection of information act has become a growing feature. the lack of publicity has led to a decline in well-known scenic spots, far from tourist resources should reflect its value.

(2) low level of infrastructure
(1 tourist facilities
Tourist facilities including the provision of food, lodging, shopping and entertainment facilities. Fangyan Scenic existing large number of family hotels, tourist reception ability, but because other facilities do not keep up with the area, overnight visitors much, even in the five • 1, 10 • a golden week, the occupancy rate of accommodation is not high in the low season for tourism is no one is interested, most of them are struggling to survive, barely state. and some hotels, hotels around the more serious environmental damage nearby there are many illegal buildings, local farmers everywhere low houses built without permission, haphazard, greatly affected the scenic beauty. Fangyan fewer recreational facilities within the scenic area, the lack of unique tourism products, not create adapting tourist and recreational conditions and requirements of the shopping conditions.

(2 less than the level of tourism services
Modern tourist market the focus of competition of Travel services to tourists competition in Travel services, including services to the marketing process, visitors travel process for food, housing, transportation, travel, entertainment, shopping services, and tourism product service, etc. Good travel services requires not only modern marketing tools, and improve tourism services and reception facilities, but also requires a high level management personnel and highly qualified service personnel. Fangyan most scenic tourism practitioners without formal training, quality of tourism services high, is not conducive to the sustainable development of tourism in the area.

(3 area with poor management
Fangyan Scenic Area management structure more robust, with a certain capacity to receive comprehensive, but the implementation of area management and personnel arrangements, there are still many problems. Mainly in management is chaotic, the lack of strict and orderly management system. Fangyan Scenic Area is located in the village square into a number of rock town, all attractions and activities closely related to the interests of local villagers, many of the villagers is the work area personnel, educational level and quality is relatively low, this situation difficult to manage visitors at ease.

Third, the opportunity analysis
1. Comprehensive treatment and government support
In 2009 the provincial government to move side rock core area as a provincial key project construction, the current rock side village core area to carry out the relocation work is in full swing, Fang Yanjing village relocation of the Core construction is completed, in addition to sightseeing, leisure travel will increase the number of services according to plan, relocation, historic village core remains rock side, will form a Street District, Street area has many cultural relics reserves in the Street area can be tender in the form of services to promote tourism and business activities, to increase the income of local people, increase the participation of community residents. In addition, new tourism projects through labor and employment services company to send, the main absorption side rock local personnel, after training posts to ensure that the villagers income. government attaches great importance to the other rock tour scenic rock for the side further development of a large background conditions.

(2) World Natural Heritage
Yongkang side rock formation is the basis of landform distinctive landscape character and spatial pattern - "Danxia Valley", and on this basis, a long accumulation of rich historical heritage: the College has a very unique culture and caves temple culture, the natural landscape and cultural landscape of water and milk and blending, and glorified the state-level scenic spots, although in 2009, "China Danxia - Zhejiang Fang Rock," the World Heritage application did not pass, but Fang Yanshen News World Natural Heritage for enhancing awareness of natural resource conservation, sustainable use of natural resources, enhance the tourism economy, strengthen and expand the county's tourism Industry and promote sustainable economic development in the county, so Yongkang into the country, the world is of great significance. to be relocated construction is completed, I believe that party rock set of applications through the World Natural Heritage, which started their own brand, greatly benefit the development of its tourism Industry to attract more tourists. Links to free download http://www . hi138.com Fourth, the challenge of analyzing
1 region is becoming more competitive
Yongkang landscape throughout the region in which, forest cover, the original ecological landscapes based rich in tourism resources. Jinhua, Wuyi, Lanxi and other surrounding areas are in advantage of local resources to develop mountain tourism, regional competition is very fierce According to destination space competition theory, when the number of similar tourism appeared in the same area, they will always be attractive to each shift change at present, Yongkang surrounding areas are also a few tourist attractions such as Zhuge Bagua Village, Lanxi, Jinhua Shuanglong Cave, Dongyang HengDian, Wuyi Shouxiangu, etc., will to a certain extent, "dilution" of the passenger. 2. tourist demand differentiation
With the competitive level and cultural level, there is more emphasis on the substantive content of tourists travel. Show increasing differentiation of tourism demand, requiring the provision of travel products must be diversified, while Fang Yanjing area of ​​tourism products present type relatively simple, mainly tours, so the face of the diverse needs of tourists, rich side rock face great challenges of tourism products.

3. Tourism decline in environmental quality
Yongkang hardware Industry cluster for the service, make a significant contribution to the development of tourism, but also brought many negative effects on the environment. Currently, each town Yongkang are racing to develop its own industrial area, which is bound to the other rock scenic mountain, water and other natural landscape caused some damage, to the detriment of scenic tourism image, how to solve this problem is the government's top priority.

Fifth, scenic rock side of sustainable development strategies of
1. Reasonable position prominent core
According to party rock the characteristics of tourism resources and scenic, the area should be set of natural, cultural, leisure, vacation, etc. in one, then among these factors, it is necessary to determine which is the core element of which is the secondary factor. I believe that In the current highly competitive area of ​​the case, only enhance the area's irreplaceable - that distinguishes, in order to attract the attention of tourists, so the whole party should be emphasized scenic rock "rocks cliffs, vigorous and majestic" mountain mood, the main "Hu Gongwen" of the brand. a unique landform, Koho landscape resources over the cliffs to make up for shortcomings in the nature of a large, deep historical heritage, "Hu Gongwen" as the area into a strong cultural connotations. Hu Gongwen formed around the folk-oriented set of folk songs and dances, games, sports and miscellaneous arts in one, full of entertaining, participatory and entertaining these colorful activities have increased tourist interest, broaden the horizons of tourists , during which reveals the pure pristine natural beauty and cultural tourism to show a side of rock charm charming.

(2) take the right marketing strategy
After a scenic rock above the status of the other analysis, I believe that the area should branding as the main marketing strategy, creating scenic features, increase the tourism competitiveness, increase market share. The party to be present at this stage after the completion of construction of rock removal , to succeed in World Natural Heritage, to build an influential brand, so that "China Danxia - Zhejiang Fang Rock" is famous.

3. Improve infrastructure
Through comprehensive improvement of scenic and relocation, infrastructure improvements Fang Yanjing area, the quality of management and employees, so that suddenly face a new area. Rectification process to increase infrastructure investment and promotional investment, improve management the quality and service personnel, and provides visitors with a personalized tour of products and services, and try to train local farmers involved in tourism service Industry, local solutions surplus labor.

4. Establish the concept of sustainable development, protecting the tourism environment
To improve the ecological environment, the surrounding area have to solve the industrial, agricultural and domestic pollution, industrial facilities around the area to move out or abolished, subject to the needs of the local tourism industry, the effective protection of scenic tourism environment Fangyan addition to publicity efforts to increase environmental protection, local farmers and tourists to improve the environmental awareness of the development of tourist attractions, not just the pursuit of economic efficiency, greater attention to social and environmental effectiveness.

References:
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[4] Zheng Xiangmin: Travel Services Science [M]. Nankai University Press, .2007
[5] Gengshun Kai Wang Lifeng: fog River tourism development SWOT analysis and countermeasures [J]. Industry and Technology Forum, 2009, (8): 6

Links to free download http://www.hi138.com