Application research on the life cycle of tourist destinations based on the essence of the life cycle of tourist destinations

Strategic measures to continue the existing leading tourism products

Deepen the connotation strategy This strategy emphasizes processing and upgrading the original products, deepening the product connotation and increasing product attractiveness. Take Dujiangyan, for example, in the late 1990s, the environmental capacity was overloaded, tourism products were aging, and the number of tourists dropped sharply, turning it into a suburban park in Chengdu. At the beginning of this century, Dujiangyan declared a World Heritage Site in a timely manner, and in the process strengthened environmental improvement, deepened and highlighted its cultural connotation, and led to its recovery. Another example is that night scenes are generally used to express urban scenery, but Guilin has taken a different approach, using night light to illuminate the natural landscape, creating a night view of the Li River, forming a new wonderland-like landscape, which has put Guilin's tourism, which has been declining for years since the 1990s, on the road to recovery. road. The creativity of the night view of Guilin's natural landscape was used in Huangguoshu Waterfall, which also achieved good results.

Reshape image strategy This strategy conforms to the local context, exploits strengths and avoids weaknesses, avoids blind imitation, gives full play to hidden advantages, extends and highlights its original image, launches special tourism products, and revitalizes tourist destinations. For example, Danxia Mountain is one of the three national scenic spots in Guangdong and ranks first among the four famous mountains in Guangdong. It is a typical representative of my country's Danxia landform. In the mid-to-late 1980s and early 1990s, due to the weakening of its distinctive image and reduced appeal, the tourism market stagnated and the tourist destination declined. Mr. Bao Jigang proposed to develop Yangyuanshi Scenic Area, reshape the image of Danxia Mountain (Danxia Landform), and bring Danxia Mountain out of its predicament.

Environmental improvement strategy This strategy focuses on the overall atmosphere of the tourist destination, starting from the periphery of the core attraction (leading or key tourism products), to improve its living environment, so as to achieve the purpose of maintaining the market. This is a far-sighted strategy that is mainly used in tourist destinations with poor infrastructure or serious ecological environment damage. For example, the Leshan Giant Buddha experienced a landslide in tourism at the end of the last century. The main reason was that the core resources were severely eroded by nature, which affected its attractiveness and long-term development. Therefore, a modification and protection project was carried out and achieved good results.

Strategic measures for upgrading leading tourism products

Planning prevention strategies This strategy refers to predicting the life cycle of each tourism product when planning tourist destinations, and promptly Land renewal. This strategy is mainly used in the development of man-made landscapes. For example, Shenzhen Overseas Chinese Town has launched flagship products such as Splendid China, China Folk Culture Village, Window of the World, "Happy Valley" Phase I, and "Happy Valley" Phase II since 1989, with new products every few years. Since its inception, the product has been upgraded step by step from display and sightseeing and performance appreciation to subject participation and experience, which has made its development everlasting. However, various theme parks across the country are declining because their leading products are no longer accepted by the market and no new products have been launched. At the beginning of its construction, the Kunming World Expo Park identified the concept of sustainable development and put forward the concept of long-term planning and phased construction as well as the slogan "Expo 1999, permanent World Expo Park". After the World Expo 1999, the product cycle Upgrading and upgrading, turning old customers into new customers, maintaining a large number of customers and high income levels for a long time, and overcoming the decline of tourist destinations before they decline.

Product mix strategy This strategy emphasizes enriching the original products with new product styles, supporting the combination, overcoming the weaknesses of the original products, and comprehensively improving the taste and grade. For example, Wuyang River in Guizhou is a national key scenic spot, dominated by canyon scenery. In the late 1990s, tourism continued to decline. The reason was that boat tours were a single product, with monotonous products and backtracking throughout the journey. Professor Jin Yingruo proposed developing participatory and entertaining products such as rafting, and developing its tributary Baishui River to introduce a new entrance to form a complete loop. This is a great strategic guide. Another example is Bifeng Gorge in Sichuan, which launched a wildlife park in 1999 and achieved success. However, when Chongqing Wildlife Park opened in 2001 and Chengdu Wildlife World opened in 2002, new competition emerged. Facing new competition, Bifengxia actively uses its own advantages to carry out product portfolio: in May 2002, it successfully launched China's second giant panda research base; in recent years, it has also used the context of Ya'an's "Rain City" and combined it with "Xishu Loutian" "The legend of "Nuwa" was launched, and the "Nuwa" cultural tourism product was launched.

Event activation strategy This strategy makes full use of the idea of ??attention economy to create and use sensational "external events" to activate the market. For example, the recovery of Danxia Mountain took advantage of people's discussion and attention to Yangyuan Stone. This event played a big role in the recovery of tourism in Danxia Mountain. Another example is that the most common method now is to hold relevant festivals and activities. For example, the Chongqing Tea Mountain and Bamboo Sea International Tea and Bamboo Culture Tourism Festival has highlighted the tourism image of the tourist destination and played a very good marketing and promotion role. The medium and long-distance tourism market has been activated to a considerable extent, and tourist destinations have recovered to a certain extent.