Tourism market research report

The county is located in the west of China Province, on both sides of the throat of Sichuan and Hubei and Xiling Gorge, with an area of 2,427 square kilometers and a population of 439,000. It is the first county of Bashang Reservoir in the Three Gorges area. It is the hometown of Qu Yuan, a world cultural celebrity and a great romantic poet, the birthplace of Dragon Boat Festival culture, and the hometown of Princess Wang Zhaojun of Hanming. Tourism resources are unique, and natural scenery, human landscape, historical sites and modern architecture complement each other. The local government regards tourism as one of the important industries in the county economy, relying on the Three Gorges Project, Gaoxia Pinghu and natural scenery to build an international cultural tourism destination and a famous tourist city in China, and has established the goal of building a tourist county around the construction of "being suitable for traveling". In order to better serve the economic development, provide a basis for local government decision-making, fully grasp the current situation and problems existing in the development process of the county's tourism economy, and promote the faster and better development of the tourism economy, the county industrial and commercial bureau formed a joint investigation team to conduct a detailed investigation and study on the county's tourism market.

I. Current situation and characteristics

Tourism in the modern sense of the county began in the late 1970s and early 1980s. After the overall relocation of the county from 65438 to 0998, we seized the great opportunity of infrastructure improvement brought by the relocation of immigrants, gave full play to the advantages of latecomers, and made a breakthrough in developing the tourism economy. The development of tourism in the Three Gorges reservoir area is lagging behind. In recent years, the tourism economy of our county has shown a good momentum of rapid development, which has played an important role in promoting county economic growth, increasing fiscal revenue, expanding employment channels, promoting the construction of small towns and meeting social needs, and has become a dynamic new economic growth point in county economy.

(A) the development of tourism has attracted much attention. The development of tourism in our county has been highly valued by the county party committee and government, and has been included in the "Eleventh Five-Year" and "Twelfth Five-Year" economic development plans, and it is clearly determined that through the efforts in the next five years, the comprehensive tourism income will reach 25% of the county's gross national product. As early as the county relocation planning, the government carried out county construction according to the requirements of building a modern city, a tourist city, a port city and an ecological city, and began to plan the development of county tourism. Since the relocation of the county seat, successive leaders have attached great importance to the development of tourism. In recent years, with the county's financial difficulties, the county party committee and government actively strive for, adopt preferential policies to attract investment, encourage private capital to invest in tourism, strengthen infrastructure construction, and strive to create the main scenic spot, which has promoted the new development of tourism.

(2) The economic benefits of tourism have been significantly improved. According to relevant data, during the seven years from 1978 to 1984, the total number of tourists in our county was only 65438+ 10,000, and the annual number of tourists during the seven years from 1985 to 1997 was/kloc-0. Since the relocation of the county seat, the tourism industry in our county has developed rapidly and its economic benefits have been continuously improved. In 2006, our county received 1.35 million domestic and foreign tourists, up by 1.7% year-on-year, and the total tourism revenue was 500.66 million yuan, up by 8.9% year-on-year. In 2007, it received 6.5438+0.545 million domestic and foreign tourists, up 654.38+0.04% year-on-year, and the comprehensive tourism income was 584 million yuan, up 654.38+0.06% year-on-year. % year-on-year, equivalent to 20% of the county's GDP. With the strong support of the county, the first batch of strong tourist counties were successfully established at the end of 2007. In 2008, the county received 6.5438+0.46 million tourists, and the total tourism revenue exceeded 555 million yuan, accounting for nearly 6.5438+08% of the county's GDP, still ranking first among all counties and cities. In 20 10, the county received a total of1950,000 tourists, achieving a comprehensive tourism income of 753 million yuan, up by 34.66% and 36.37% respectively. 20 1 1 In the first half of the year, tourists received1568 million person-times, and the comprehensive tourism income was 620 million yuan, up by 42.6% and 53.6% respectively. The total retail sales of social consumer goods1135 million yuan, up by/kloc respectively. Accumulated foreign trade exports15.025 million USD, up 42% year-on-year.

(3) The tourism industry system is improving day by day. From a Quyuan Temple before the relocation of the county seat, the scenic spot in the county has rapidly developed into a series of six scenic spots, such as Jiuwanxi Drifting Competition, Three Gorges Bamboo Sea Sightseeing, Qu Yuan's hometown patriotic spirit edification, Lepingli humanistic tourism, outdoor challenge of practicing Ziya, Wulong Hot Springs health preservation and so on. At the same time, it also has 4 travel agencies, 7 hotels (including 4 hotels), 1 large tourist fleet and a number of tourism commodity development enterprises. There are more than 3,000 direct employees and more than 0/0,000 indirect employees in the county. Focusing on the idea of building Quyuan's hometown international cultural tourism zone and Gaoxia Pinghu international tourism resort, we will actively integrate into the eco-cultural tourism circle in western Hubei, effectively integrate the landscape and human resources such as the Three Gorges Dam, Quyuan's hometown cultural tourism zone, Gaoxia Pinghu and Jiuwanxi through cooperation, actively strive to open the crest and auxiliary dam of the Three Gorges Dam as tourist routes, and jointly launch the "Three Gorges Dam-Quyuan's hometown cultural tourism zone-Gaoxia Pinghu-Jiuwanxi" tourist route to realize "one"

(D) The scale of tourism investment has been expanding. In recent years, the county party committee and government have strived for hundreds of millions of yuan for the development and construction of key scenic spots in our county, such as Jiuwanxi, Wulong Hot Spring and Quyuan's hometown. At the same time, the project construction is carried out by attracting investment, initially forming a diversified tourism investment pattern with national and local government investment, foreign capital and domestic private capital entry and financial institutions' support. 20 1 1 Implement six tourism projects, including supporting Qu Yuan's hometown cultural tourism area and upgrading the Three Gorges Bamboo Sea Ecological Scenic Area, with an investment of 410.9 million yuan. The county government invested nearly 6 million yuan to rebuild the highway from Jiuli to the entrance of the scenic spot, which was officially opened to the public on May 1. Qu Yuan's hometown cultural tourist area invested 6.5438+0.2 million yuan to build slope greening, beautification and safety facilities. The river regulation project of Jiuwanxi Scenic Area was completed, the pavement reconstruction of external traffic roads was completed, and the ecological parking lot was completed and put into use, with a cumulative investment of 6.5 million yuan; The second phase of Wulong Hot Spring Scenic Area with an investment of 8 million yuan is coming to an end; The tourist service center of Lianziya Scenic Area with an investment of 4.5 million yuan was also put into use before the Dragon Boat Festival. The Western Hubei Investment Company, the Three Gorges Tourism Company and the Municipal Transportation Group have reached a preliminary agreement to jointly develop the cruise products of Gaoxia Pinghu after registering and establishing Gaoxia Pinghu Cruise Company.

(5) The development of tourism market has achieved results. After the hard development since the relocation of the county seat in 13, the tourism development has obviously entered a very important period since 2006, which is manifested as follows: the structure of tourism products has begun to change greatly, a single summer product mainly drifting in Jiuwanxi is changing to a four-season product, a single sightseeing product is changing to a compound product integrating sightseeing, leisure and vacation, and a single natural scenery product is changing to a culture with natural scenery as the carrier and culture as the core. The structure of the tourism market has begun to change greatly, and the surrounding markets dominated by it are breaking through to the medium and long-term markets; The structure of tourism industry has undergone major changes, and the industrial chain known as "tourism" is extending to the six elements of tourism; The status of tourism began to change greatly, and it gradually developed from the transit point of the Three Gorges to the distribution center of the Three Gorges tourism. In order to cope with the peak of summer tourism, the county government has issued a weekend "no meeting order" for seven consecutive years, leaving every bed in hotels and restaurants for tourists, which shows the humanistic care for tourists to the maximum extent.

(6) The driving role of tourism is obviously enhanced. There are 4 travel agencies 127 direct employees, 357 direct employees in 7 hotels, and 40 direct employees in 1 tourist fleet. Jiuwanxi Scenic Area Tourism Company employs as many as 300 farmers. In the tourist season, nearly 1000 people are employed as security guards and sailors in the scenic spot. There are more than 100 vehicles engaged in transportation, more than 100 farmhouses and hotels, and more than 1500 service employees in the scenic spot. There are also 1000 farmers selling local products and providing photography services in the scenic spot; Farmers who are a little farther away from the scenic spot are engaged in the cultivation and processing of local products. In addition, according to incomplete statistics, the county is going to declare 900 direct employees in smaller hotels and guest houses such as hotels. At present, the number of people directly and indirectly engaged in tourism in the county is 654.38+0.85 million, and employment has initially begun to shift from the primary and secondary industries to the tertiary industry dominated by tourism. At the same time, the development of tourism has also promoted the development of transportation, commerce, catering, culture, sports, communication, information, logistics and other service industries, providing new market space for industry and agriculture.