Photography tejiao building

Jiujiang Tourism Development Report

First, the basic situation of tourism development in Jiujiang

Jiujiang is rich in tourism resources, with a large number of scenic spots, all kinds, high grade and profound cultural heritage, which has great potential for tourism development. In recent years, according to the strategic deployment of the provincial party committee and the provincial government to build a big province of tourism industry, Jiujiang adheres to the coordinated development of tourism and "interaction between the two places, strengthening the city", pays attention to project construction and resource integration, and the tourism industry has achieved rapid development. In 2009, the total number of tourists in the city was 15259900, and the total tourism revenue was 1 1595 million yuan, accounting for 13.9% of the city's GDP and 38.87% of the tertiary industry. It is the fastest growing and most dynamic emerging industry and sunrise in Jiujiang. This year, despite the unfavorable factors such as catastrophic floods, Jiujiang's tourism industry has maintained steady growth. 10-September received a total of15,063,900 tourists, and the total tourism revenue was1.61billion yuan, up by 22.29% and 23. 1% respectively. The comprehensive development of tourism in Jiujiang mainly has the following characteristics:

1, adhere to the government-led, and the tourism development pattern has initially taken shape. In recent years, the Jiujiang Municipal Party Committee and Municipal Government has attached great importance to the development of tourism, taking the development of tourism as an important growth point for transforming the mode of economic development and developing Jiujiang's economy, and advancing with the promotion of new industrialization and new urbanization. A leading group for tourism work, headed by the mayor and with all relevant units as members, was set up to comprehensively coordinate the development of the city's tourism industry. A series of policy documents, such as the Outline of Jiujiang City's Implementation of Jiangxi Province's Tourism Boutique Route Construction Plan and the Opinions on Vigorously Developing Rural Tourism, have been issued one after another, which have defined the objectives, tasks and measures for the development of the city's tourism industry, and incorporated tourism into the county economic development assessment system. The development of scenic spots has been steadily advanced. There are more than 0/30 scenic spots/kloc-in the whole city, forming a tourism system in northern Jiangxi with Lushan as the leader and integrating famous mountains, rivers, lakes, cities and temples.

2. Highlight the project drive and consolidate the development potential of tourism. This project is the carrier of transforming tourism resources into tourism industry. In order to introduce more and better tourism projects, Jiujiang has continuously improved the tourism development planning system and established a number of key tourism project libraries around Poyang Lake, Lushan Mountain and Lushan West Sea. Successively went to Beijing, Shanghai and other coastal developed areas and powerful tourism group companies to attract investment, and successfully introduced CITIC Group to invest 654.38+0.2 billion yuan to develop and construct major tourism projects such as Lushan Xihai Scenic Area Project, Lushan New Town Construction Project, Lushan North-South Mountain Garden Gate Construction Project and Lushan Xihai International Art Park Project. At present, the city has invested more than 30 million yuan in 43 major tourism management projects, with a total investment of 654.38+05.98 billion yuan. This year, the investment has reached 2,965.438+00 billion yuan. After the completion of these projects, Jiujiang's tourism infrastructure will be further improved and its development potential will be further enhanced.

3. Pay attention to publicity and expand the tourism market. In order to protect, develop and promote tourism, a special tourism fund has been set up. By placing advertisements in mainstream media, holding festivals such as China Lushan World Famous Mountain Congress and Lushan Xihai Shangshui Cultural Tourism Festival, inviting well-known painters and photographers at home and abroad to collect views on the spot, organizing to participate in tourism fairs and other means and carriers, the packaging and marketing promotion of tourist attractions have been strengthened, and the popularity and reputation of Jiujiang tourism have been further enhanced. On the basis of stabilizing the original tourist sources, strengthen regional linkage marketing, actively dock Wuhan-Guangzhou passenger dedicated line, dock Yangtze River cruise business in Wuhan, Chongqing and other places, negotiate special train or charter travel business in Beijing, Qingdao, Dalian, Hong Kong, Macao and Taiwan, and focus on expanding overseas tourist markets such as Japan and South Korea and the domestic market in Taiwan Province.

4. Improve the supporting functions and gradually improve the tourism service system. After years of cultivation and development, the overall level of tourism in Jiujiang has been greatly improved, and the service quality has been continuously improved. At present, there are more than 0/000 tourist hotels in the city, including 83 star-rated hotels, 22 star-rated farmhouses and/0/2 rural tourism demonstration sites. There are 83 travel agencies and more than 4,200 tour guides; There are 5 tourist convoys and nearly 500 coaches; There are 654.38 million direct employees in the tourism industry. The largest tourism commodity exhibition center in the province has been built, and a number of tourist shopping shops specializing in Jiujiang native products have been opened one after another. The navigation of the middle and lower reaches of the Yangtze River from Shanghai to Jiujiang has taken a solid step for the brightening of Jiujiang's water tourism. A tourism public service platform integrating tourism transportation distribution, information consultation and tourism service has been built, and the service system has initially taken shape. Through a series of activities such as excellent tour guide selection, industry training and tourism market rectification, industry management has been strengthened and the tourism development environment has been effectively purified.

Second, the need to pay attention to several outstanding issues

In recent years, Jiujiang's tourism industry has developed rapidly, and all tourism indicators rank first in the province. However, compared with the vigorous development of surrounding areas such as Huangshan and Zhangjiajie, Jiujiang's tourism development is still insufficient and does not match the rich tourism resources. The main reasons are as follows:

1, the system and mechanism are not smooth. First of all, we need to straighten out the management system. Long-standing unresolved management systems, such as "One Mountain for Five Governance" in Lushan Mountain and "One Lake for Three Governance" in Zhelin Lake, have made it difficult to implement the plan, shape the image, unify the propaganda and put the management in place, which has become a key problem restricting Jiujiang and even Jiangxi's tourism industry to become bigger and stronger. Second, the structural adjustment of tourism enterprises lags behind. The existing tourism enterprises are small in scale, weak in management ability, seriously insufficient in utilizing domestic and foreign capital, especially relying on capital market financing, and there are no large enterprises or groups that support the development of tourism. Third, the talent training mechanism needs innovation. Tourism professionals have a low level of education, and there is still a big gap between their overall quality and the needs of the development of the whole industry, so they cannot attract or retain high-end tourism talents.

2. The level of industrialization is not high. First, the tourism economic structure is relatively simple. The economic characteristics of tickets are obvious, shopping and entertainment are weak, souvenirs and commodities with local characteristics are few, and there are not many high-grade and high-grade tourism and entertainment projects, which makes it difficult to attract tourists to make secondary consumption. Second, the supporting facilities are not perfect. The standardization construction of Chinese and English signs and signs along high-grade highways and scenic spots is not standardized. The tourist service centers in some counties are not fully functional, and there are few shuttle buses between scenic spots, so there is no effective way to organize individual travelers and transport them to tourist attractions. There is still a certain gap between the urban environmental order and the goal of tourism and leisure city, and there are few characteristic tourism and leisure places within the county.

3. Resource integration is not perfect. First, the leading role of planning has not been effectively played. The tourism development planning of cities, counties and scenic spots, and the planning of transportation, commerce and other departments are not closely connected with the tourism development planning of the whole city. Second, the progress of line integration and deep development is slow. The phenomenon of low-level redundant construction and mutual isolation in scenic spots is more prominent. At present, the scenic spots that have been developed are generally "low, small and scattered" and their grades are not high. The integration of resources under Lushan Mountain is not enough, and the brand effect of Lushan Mountain has no obvious influence on the surrounding area, which leads tourists to generally think that when they arrive at Guling Mountain, they will arrive at Lushan Mountain, and when they arrive at Lushan Mountain, they will arrive at Jiujiang. There is nothing to see elsewhere. Third, the connotation of tourism culture is not fully explored. Most of the existing scenic spots are mainly sightseeing, and the products are similar. Jiujiang's rich historical and cultural tourism resources have not been fully explored and utilized.

4. The development atmosphere is not strong enough. First of all, it is necessary to strengthen joint efforts to promote tourism. Some localities and departments have a one-sided understanding of building a big province of tourism industry. Some people think that the development of tourism is a matter for the tourism sector and has little to do with themselves; Some people think that the tourism industry has a large investment and slow effect, especially the direct contribution to finance is small, so it is better to grasp the industry quickly; Some preferential policies introduced by provinces and cities have not been implemented in place. For example, newspapers, radio stations, TV stations, websites and other media have not publicized the overall image of tourism in our province for public welfare, and some departments have not implemented preferential policies for tourism projects such as hydropower, natural gas, cable TV and land. Second, the soft environment of tourism needs to be improved. Insufficient supervision of the tourism market, imperfect law enforcement team and low quality of tour guides have led to some behaviors that disrupt the market order and affect the healthy development of tourism, such as bullying and cheating, unfair competition, irregular operation and poor service quality, which cannot be effectively controlled.

Three, some suggestions to accelerate the development of tourism in Jiujiang

The provincial party committee and government made the strategic decision to build a big tourist province, which blew the horn of speeding up the development of tourism in our province. At present, the tourism industry of cities in Qian Fan presents a trend of competing development. Facing the rare development opportunities and severe challenges, Jiujiang must innovate the system, strengthen cooperation, integrate resources, and start the "Lushan brand" according to the concept of "comprehensive integration, overall promotion, cultural orientation and high-end guidance", so as to transform rich tourism resources into tourism economic advantages as soon as possible and realize the leap-forward development of tourism.

1. Strengthen planning guidance and integrate all kinds of tourism resources. Under the guidance of the overall planning of the province's tourism industry development, we should pay close attention to the preparation of the "Twelfth Five-Year Plan" for Jiujiang's tourism industry development, give full play to the leading role of the plan, embody the tourism function in the relevant industrial planning, and decompose the development tasks into the annual plan for economic and social development. In order to strengthen the implementation mechanism of planning, approved tourism projects in various places must conform to the tourism development plan, which is conducive to the protection of tourism resources and the optimization of ecological environment, and effectively improve the scientific utilization level of tourism resources. To form the concept of "grand tourism" in Jiujiang, we should take Lushan Mountain as the main line and other scenic spots in the city and the tourism economic belt around the city as a complete set to promote its development as a whole. With the planning of Poyang Lake Eco-economic Zone, vigorously develop Poyang Lake eco-cultural tourism, and vigorously develop and construct special tourism products such as Lushan International Eco-tourism Zone, Poyang Lake National Key Eco-tourism Zone, Yunjushan-Zhelin Lake Tourism Zone and Wucheng Migratory Bird Viewing Zone. Focus on protecting and developing the natural landscape of ecological tourism such as migratory birds and wetlands in Poyang Lake, and use the international popularity of Poyang Lake to form a new brand of ecological tourism in Jiujiang. Vigorously develop mass leisure tourism products such as farmhouses, mountain villas and farms. Organize tourism product research and development, packaging design and other selection activities. Build tourist shopping blocks (centers) and tourist shopping spots, and increase support and guidance for R&D, Lushan Yunwu Tea, jiujiang tea cake and other characteristic tourist commodity production enterprises.

2. Straighten out the management system of Lushan Mountain as soon as possible and establish a new pattern of tourism development in Dalu Mountain. Because of its historical and cultural status, Lushan Mountain has a strong appeal in the domestic and international tourism market, and has a strong brand orientation and radiation effect on the province's tourism industry. Making a good brand of Lushan Mountain is not only very important for Lushan Mountain and Jiujiang, but also of great significance for promoting the tourism industry in the whole province. However, due to the unsatisfactory system and other reasons, the gap between Lushan tourism and Huangshan, Zhangjiajie and other places has become increasingly large in recent years. In 2009, Huangshan and Zhangjiajie received 20 million tourists and190,000 tourists respectively, achieving a total tourism income of1670 million yuan and1000 million yuan, while Lushan received 44,568 tourists, achieving a total tourism income of 3.67 billion yuan. The system of Lushan Mountain has been debated for a long time, and the key is the dispute over the interests of various administrative divisions. It is suggested that the provincial party committee and government should make efforts to solve the outstanding problems affecting Jiangxi tourism by rationalizing the management system of Lushan Mountain. At present, it is difficult to adjust administrative divisions, so we should jump out of the dispute of administrative divisions, effectively break the geographical, administrative and ownership boundaries of tourism resources, break the fragmented and fragmented pattern, realize the separation of ownership, management rights and management rights, and realize resource sharing and benefit sharing. According to the principle of "unified planning, overall management, territorial management and benefit sharing", the tourism resources around Lushan Mountain will be integrated in the form of joint-stock cooperation to form a comprehensive and professional tourism group company. The company is responsible for the unified operation of resource protection, product development and promotion, and gradually forms a brand-new system and mechanism with unified brand, balanced interests, effective operation and proper management.

3. Cultivate market players and make tourism enterprises bigger and stronger. It is necessary to speed up the reorganization of tourism enterprises, set up powerful, controllable and expandable tourism group companies, and use this as a platform to integrate all kinds of tourism resources, improve the concentration of tourism industry, form tourism enterprise groups linked by property rights, and cultivate a group of dynamic and new tourism market players as soon as possible. Increase the opening of tourism industry to domestic and foreign strategic investors, strive to introduce well-known domestic and foreign enterprise consortia, tourism management companies and travel agencies, participate in the comprehensive development of tourism industry, promote the operation mode of tourism enterprises to be in line with international standards, and expand their strength. Conscientiously implement and improve the support policies for tourism enterprises, and implement the national and provincial opinions on developing tourism industry and previous tourism support policies. It is necessary to establish an incentive fund for tourism enterprises, form a mechanism of "rewarding the superior and eliminating the inferior", and promote tourism enterprises to become better and stronger. It is necessary to solve the stage difficulties in the development of tourism enterprises through multi-party cooperation, promote industrial transformation and upgrading through enterprise upgrading, and promote the development of large industries through cultivating large enterprises, thus forming a powerful internal driving force for the development of tourism industry.

4. Excavate the characteristic cultural connotation to enhance the overall image of Jiujiang tourism. Culture is the soul of tourism. "Famous mountains, rivers, lakes, cities and temples" are rich historical and cultural resources and landscape cultural resources in Jiujiang. But at present, Jiujiang only stays at the sightseeing level, and most historical and cultural resources have not been deeply developed. The "celebrity" effect in tourism is not outstanding. Efforts should be made to load cultural elements and cultural experiences into tourism products to enhance the cultural connotation of tourism products. Fully tap the cultural connotation of celebrities in Lushan Mountain in Jiujiang, protect and inherit the historical and cultural heritage, stick to the theme, make a mountain out of a molehill, make a big fuss, create untitled works, and carefully create characteristic cultural brands such as long-standing landscape culture, magnificent historical culture, mysterious and profound religious culture, profound commercial culture and inspiring red revolutionary culture, so as to fully release the cultural potential contained in tourism resources and enhance Jiujiang's tourism taste. It is suggested that the cultural brand should be launched from four aspects: first, the spirituality of Lushan Mountain and Zhelin Lake should be displayed, and the landscape culture should be promoted; Second, relying on historical celebrities such as Tao Yuanming, Huang Tingjian, Jiang Wanli, Li Bai, Bai Juyi and Su Dongpo to promote celebrity culture; Third, based on historical materials, promote historical culture and war culture. This paper mainly introduces the Three Kingdoms culture based on Dianjiangtai, the Water Margin culture based on Xunyanglou, the Ming history culture based on the battle of Poyang Lake in Ming Dynasty, the war culture based on the decisive battle between Xiang Army and Taiping Army in Jiujiang and Anqing, and the anti-Japanese war culture based on the battle of Wanjialing. Fourthly, use landscape resources to develop sports culture.

5. Strengthen the overall promotion and establish a diversified tourism market. Tourism economy is a well-known economy, and tourism marketing is urban promotion. We should continue to adopt various means and carriers to increase publicity and promotion. According to the idea of "consolidating the market in the province, expanding the markets outside neighboring provinces and opening up the international market", and taking "seizing customers and expanding market share" as the breakthrough point, the overall image of Jiujiang tourism is carefully refined, planned and packaged. It is necessary to establish the concept of marketing integration and strengthen the overall external publicity on the premise of unifying the theme brands. It is necessary to improve the means of publicity and promotion, use the tourism e-commerce website to open Jiujiang tourism web pages in the languages of major source countries such as China, Britain, Japan and South Korea, and establish an online publicity and sales system. It is necessary to strengthen contacts with tourism institutions and enterprises outside the city and province, strengthen the planning and packaging of tourist routes, and promote regional cooperation in tourism. It is necessary to give full play to the enthusiasm of travel agencies and external contact channels, continuously expand the tourist source market, and vigorously promote long-distance tourism and inbound tourism. It is necessary to give full play to the role of sister cities, make use of the media and tourism business organizations of friendly cities, vigorously publicize the overall image of Jiujiang, and strengthen cultural and tourism trade cooperation between sister cities.

6. Optimize the development environment and improve the quality of tourism services. Departments at all levels should abandon the portal view and regional view, establish the concept of a chess game in the whole city, conscientiously implement the spirit of the State Council's "Opinions on Accelerating the Development of Tourism" and the "Several Opinions on Accelerating the Construction of a Tourism Industry Province" by the provincial party committee and government, perform their duties according to the division of tasks, work together, and strive to create a good atmosphere for departmental linkage, social participation and joint efforts to promote tourism. The mainstream media at all levels in the province should take the promotion of the overall image of the province's tourism and major tourism products as their own work and public welfare tasks, set up special columns and arrange special time slots for publicity. The transportation department should speed up the construction of public transportation and transportation network leading to major scenic spots, improve tourist signs and guiding signs, and open bus passenger lines to facilitate individual travel. Water supply, power supply, gas supply and cable TV management departments should earnestly implement preferential policies for tourism enterprises. It is necessary to strengthen the introduction and training of tourism talents, strengthen the training of tourism professionals, and extensively carry out "honest tourism activities" in the tourism industry to comprehensively improve the overall quality and service level of the tourism industry. Adhere to the rule of law, strengthen the law enforcement management of the tourism market, and further standardize the behavior of the tourism market. Jiujiang should take the construction of a tourism and leisure center city and a cultural tourism resort as the carrier, create its own characteristics, upgrade its level and build its brand in terms of urban planning, urban characteristics, urban ecology, urban environment and urban management, especially around the six elements of tourism, strengthen the supporting construction of tourism services, strengthen the function of tourism distribution, intensify the rectification of urban environment and enhance Jiujiang's urban visibility and reputation.