Mountain Dan tourism market analysis SWOT analysis and countermeasures

Abstract: Hill Dan Field has a high reputation in China, but its rate of Economic growth is extremely slow. In this paper, analysis of the SWOT analysis, the Development of mountain Tourism in China's Dan field strengths, weaknesses, opportunities and threats, proposed Tourism Development response, so that it can drive the rapid Development of market economy and Dan Hill.

Keywords: SWOT analysis of Tourism strategies Hill Dan Field

Tourism is the world's largest foreign exchange industry and the highest dynamic Economic growth, known as the "invisible exports" and "smokeless industry." Tourism into $ 1, will bring 4.3 yuan in comprehensive income, tourism a job can lead directly to 5.2 other jobs, tourism and associated industries 108, and 100 can be described as an industry Hing Yip Wong. shows that the rapid Development of the tourism industry, will drive the mountain into the fast lane of Economic Development Dan Field.


First, the status of mountain tourism Dan Field
Mountain Dan Field is the world's oldest and largest in Asia, the world's second Malaysian market, located in the middle of Hexi Corridor, Gansu, located in the northern foot of Qilian Lenglongling Malaysian camp grassland, with a total area of ​​2192.54 square km. Mountain Dan potential sites flat, lush plants, green grass in summer and winter a golden, a horse breeding, the ideal place to grow, the horse has 3000 years of history. Hill Dan Field is the world's largest horse farm, inside a snow-capped mountains, forests, Gorge, cattle and sheep groups, large horses and other natural scenery, there are large mechanized agriculture, tourism, ancient ruins and other cultural landscape Feng tunnel, the natural landscape and the integration of ancient customs, enjoy the "Qilian Ming Pearl," "Emerald Silk Road" of the reputation, is <<Chinese Geography>> named one of six major domestic most beautiful grassland. Mountain Dan Field average summer temperatures around 20 ℃, rape, when in full bloom, swaying Jinbo, fill the fields close source fragrance, summer tourism, leisure and holiday resort, the racecourse beautiful scenery, visitors can travel here, riding, camping, watching horse racing or horse show, and natural scenic tour since <<Wrangler >>,<< Mongan spent >>,<< >>,<< Princess Wen Cheng Wang Zhaojun>> more than 30 other films in this film, and television broadcast out later, Dan Hill video games become an important tourist destination, according to state <<tourist area (points classification and assessment of the quality level of the standard>> Hill Dan field can be classified as a tourist attraction (exclusive or unique international tourism Resource summed up in grassland Comprehensive natural scenery, large-scale mechanized agriculture, tourism and mountain sports Dan ornamental horse population and consists of three parts.


Second, the field of tourism SWOT Analysis Dan Hill
1 advantage (Strengths
① regional advantages. Hill Dan Field is located in the central Hexi Corridor, the northern foot of Qilian Malaysia Lenglongling Camp prairie, across Gansu and Qinghai provinces, adjacent to the three cities (states and six counties from the market and space, in the Hexi Corridor, Jiuquan is the traditional tourist city, Wuwei and Zhangye City tourism is a comprehensive revitalization. Shandan Wuwei and Jiuquan tourism is a transit point and the main transport node area, travel the Silk Road has become an indispensable line of an important site which is Shandan Racecourse development of leisure agriculture industry has brought a broad market space.

② core resources within the region diversify. Hill Dan Field mountains, valleys, grasslands, forests, reservoirs, rivers and other resources to match a reasonable combination of obvious advantages. To Qilian Song snow hole canyon, ancient ruins, the size of Hong ditch, West River Reservoir, Pentium Gunma, mountain yak herd, contiguous fragrance of cauliflower, swaying prairie wildflowers, special red deer, Tibetan mastiff breeding, large-scale agricultural water-saving irrigation and a rich ancient folk customs such as the original ecology of the natural scenery and cultural landscape composition made, with strong characteristics of the racecourse leisure and recreation projects, ie, in a small area, set along the Silk Road oases, grasslands, and other multi-known resources in the Qilian mountains.

③ vivid perception of tourism resources. "Snow", "golden ten thousand ares rape" of the aesthetic landscape, "green and wild and vast, wind-swept pastures are cattle and sheep," "ancient desolation" of the natural landscape, Gansu horse. " Mountain Dan "brand sesame oil," Dan Grease ", etc., so that field off Dan Hill has a distinct perception of tourism image.

④ biological landscape of vivid, rich in content. Biological composition of tourism resources is movement, change and development. Hill Dan Field, holes and other scenic gorge vegetation closer integration with the environment, constitutes a vivid landscape, rich tourism resources.

⑤ cultural resources heritage. Hill Dan Field is the world's oldest and largest in Asia, the world's second Malaysian market as early as 3000 years ago, had horses here since the Western Han Dynasty has been here for the local Mongolian base, has introduced a variety of Western good horse, hybrid breed of the world famous mountain Dan, here became the Royal cavalry breeding base of ancient, enduring, as seen in the hub of ancient and modern military history, such as the famous Han Dynasty Huo, and other historical facts In addition, the local prairie style, features food, folk customs, etc. add to the cultural atmosphere of the racecourse.

2 inferior (Weaknesses
More vulnerable ① Resources and Environment. Hexi Corridor of ecosystem self-repair capacity is weak, irrational exploitation of tourism resources, could easily lead to environmental degradation. Malaysian camp grassland, West River reservoirs, holes Gap and other places, in the absence of appropriate measures protection, tourism and forest steppe vegetation could easily lead to the destruction of vegetation and trampling, lake water contamination and so on.

② Hill Dan into the field outside the poor with the main source of transportation is poor. Mountain road from the Dan Field, Lanzhou, Xining, Jiayuguan, respectively, for the 420km, 300km and 350km. Long distances, and only through road into the mountains Dan Field .

③ Hill Dan field of resource degradation and agricultural development due to changes in the functions Hill Dan field, carried out large-scale modern industrial and agricultural facilities, will be on the racecourse grasslands have irreparable damage, eventually leading to a certain extent, tourism resources range degradation. The most important thing is to reduce the atmosphere of the racecourse, already out of the livestock-based so-called "Race," only more than 2000 horse horses, cavalry are gone, cavalry, sacred and mysterious atmosphere of the military has basically disappeared, leaving the "military" character Racecourse grasslands are not very different from other ethnic minorities, and ethnic customs as they are rich, is not conducive to market development.


3 opportunities (Opportunities
① into the rapid development of tourism in Gansu, the mountain Dan games provide opportunities for tourism development in Gansu tourism .2009 achieved total revenue of 19.277 billion yuan, an increase of 36.3%, equivalent to the province's total tourism income of 5.7% of GDP, the total tourism income equivalent to 5.7% of GDP in Gansu Province, China travel only 535.4 yuan per capita spending, with developed countries and the eastern region compared to the great distance.

② the country's new development strategy and Economic restructuring for the development of mountain tourism market to support Dan in recent years, the central government to transform Economic growth mode, building a resource-saving and environment-friendly society (two-oriented society, in accordance with this goal , the traditional consumption of resources as the main traditional industries will be subject to constraints, and known as the "invisible exports" and "smokeless industry" of tourism is bound to be encouraged.

③ central and local governments regarded the development of tourism as an important future economic growth, tourism development to the Mountain Dan has provided an important market opportunity in December .2009, <<the State Council on Accelerating the development of tourism>> introduction , May 2010, "the State Council on further support economic and social development in Gansu Opinions>> clearly states that will support the growth of cultural industries and tourism industry in Gansu Gansu Province in the second Five-Year plan also clearly pointed out the need to accelerate the development of tourism, tourism as an important pillar of the province's economy, increase policy support this field of tourism, the mountain Dan provided the conditions on the right moment.

Links to free download http://www.hi138.com ④ consumption structure of Chinese citizens, consumer and consumer-grade concept is undergoing profound changes. Chinese citizens want to spend money from the original, and now happy tourist spending .2010 China's domestic tourist arrivals of 21 million passengers, up 10.6% over the previous year, the country's total tourism income of 1.57 trillion yuan, up 21.7 percent, consumer attitudes of Chinese citizens has changed dramatically, this field of tourism for the development of Dan Hill an important opportunity.


4 threats (Threaths
① surrounding the rapid development of regional tourism, the mountain formation of a competitive market and Dan threat mountain regions around the Dan field, such as Yongchang County, Shandan County, Minle County, Ganzhou, Sunan County, the counties have developed their own tourism development planning, and they regarded tourism as important support for future economic development, which will market the development of tourism Dan Hill formation of intense competition.

② surrounding region lacks a large population of big cities, so that the source field by Dan Hill significant impact field surrounding mountains Dan Zhangye, Wuwei, Jinchang, Jiuquan and Jiayuguan and other cities around the level of no more than the total population of 200 million people, where the geographical sparsely populated, the weekend will lead to fewer short-term visitors, so Hill Dan field of tourism development is restricted.


Third, the field of tourism development strategies Dan Hill
1, strengthen the tourism image of the design concept
Tourism is the public image of a tourist destination of tourism products and its service quality, management, business practices and other aspects of the comprehensive evaluation, the various elements of the design and building process, the process is to travel the main geographic features , cultural history, the market factor analysis to refine, the concept of image formation, will feel the design elements, the formation of the visual image, will feel the elements to regulate the formation behavior of the image. Design a distinctive image, improve the poor image, update outdated image and strengthen the image of a good image is designed to travel, create a lasting image as a tourist destination, enhance the attractiveness and competitiveness of the market. Tourism is the overall image of the spiritual values ​​of the regional internal and external to enhance the intangible value, not just a resource, but also with other regional competition for tourism powerful tool.


2, focusing on brand building mountain tourism Dan Field
Brand is the modern enterprise's core resources, is a modern industrial economy, regional economic development of the core elements of the market competition in the final analysis, brand competition to build Hill Dan Field quality tourist routes, scenic spots bigger and stronger tourism brand and vigorously promote tourism and leisure tourism, and actively nurture the core values ​​and sustainable development with the ability of the Mountain Dan Field tourism brand and promote mountain tourism industry has made Dan rapid development field.


3, to promote regional integration, strengthen the tourism network construction
A typical feature of the modern economy is in its run-time system which must be viewed as a whole from the tourism point of view, is to strengthen the joint development of regional tourism, focusing on tourism, the unity of action. Thus, mountain tourism development must take the Dan Field and the surrounding area combined road, through the overall marketing, build a network of regional tourism, improve the overall tourism market Shan Dan comprehensive strength, and enhance their competitiveness.


4, to strengthen tourism personnel training, enhance the development of mountain tourism potential Dan Field
market economy is mainly reflected the industrial competition for talent competition, labor-intensive industries as tourism, human resources will play an important role. The current competition of tourism, the main talent competition, which has reached a consensus in the travel industry Currently, Hill Dan relative shortage of farm tourism professionals but also the development of tourism must improve the quality of employees, strengthen personnel training, bearing in mind the establishment of an effective talent attraction and appointment mechanism, to improve the development of mountain tourism Dan potential to create market conditions.


5, Dan Hill field to speed up the construction of tourism infrastructure
Focus on the construction of tourist roads, parking area, visitor center, tourism resources, environmental protection, security and infrastructure to enhance the transport connection with the main trunk of the tourist area of ​​highway construction, improve the tourism identification system to ensure smooth communication along the scenic and traffic, convenient for visitors to travel . References:
[1] Liu Liyong. County Tourism Development Model [J]. Economic Geography, 2009, (12)
[2] Zhang oak Gansu tourism want of a butterfly [N]. Gansu Economic Daily 2010 to -7-8
[3] Wang Jin, Yuanqing, Jiao Shitai etc. Hexi Corridor area tourism marketing planning strategic [J]. Geographical Science, 2009, (1)
[4] Wu Bihu, Song Zhiqing. A travel program image analysis techniques [J]. Economic Geography, 2001, (4)

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