"Leshan Tourism Market Development Potential"

Research on the development model of innovative Leshan tourism industry Abstract: Our city has unique advantages in tourism resources. After years of development, the tourism industry has become an important pillar industry in our city. This article aims to analyze the four major issues and favorable conditions and unfavorable factors for the innovative development of the tourism industry by analyzing the development of tourism resources and products, the development of reception facilities, and the current status of tourism economic development, and propose countermeasures for the innovative development of the tourism industry. Focus on studying from eight aspects how to solve the problems and crux that have long plagued the city's tourism development, so that the development of tourism can truly enter a healthy development track, thereby achieving a win-win situation of economic and environmental benefits. After more than 20 years of development, Leshan Tourism has achieved unprecedented development. Whether it is the development of tourism products, tourism management, marketing, and tourism economic and social benefits, it has reached a high level of development from a depth perspective. However, from the perspective of horizontal development and the quality of its own resources, Leshan's tourism development has not yet reached an ideal state. Compared with similar regions and cities at home and abroad, there is still a large gap. At present, the global economy has entered a rapid development track, tourism has become one of the main leisure lifestyles chosen by residents around the world, and the development of tourism has entered a period of rapid growth. As one of the earliest tourist cities in China to open to the outside world, Leshan has received another rare development opportunity. However, this stage is no longer like the 1980s, where anyone who has the guts can make money. This stage is a competitive development stage. There are many monks and few people. We need to be better than others in order to occupy a place in development. Therefore, in the new round of development in the future, our city should lead the development of the tourism industry with a scientific outlook on development, accelerate tourism technological innovation, innovate tourism development concepts and methods, and make breakthrough progress in the development of the tourism industry. 1. Basic situation of tourism development in Leshan (1) Current status of tourism resources and product development in Leshan Leshan is very rich in tourism resources. Both natural and cultural resources are second to none in the province and even the country, covering an area of ??more than 100 square kilometers. There are world-class and national scenic spots such as the World Cultural and Natural Heritage and National Scenic Area Mount Emei-Leshan Giant Buddha Scenic Area, the National Nature Reserve Mabian Dafengding, the National Forest Park Ebian Heizhugou and the National Geopark Jinkou Dadu River Grand Canyon. There are more than 20 tourist resources at the national and provincial levels. At the same time, the city’s 11 districts, cities and counties contain rich and colorful ethnic, folk culture and other intangible cultural tourism resources and rural tourism resources. After more than 20 years of construction and development, the city currently has 13 national and provincial tourist attractions (spots) open to the outside world, such as: 9 national tourist attractions represented by Leshan Giant Buddha and Mount Emei, and Jiajiang There are 3 national industrial (agricultural) tourism demonstration sites represented by Tianfu Tea Garden, and 1 provincial cultural industry demonstration site represented by Wumu Garden; the city has 28 municipal-level rural tourism sites that receive tourists. (2) Current Development Status of Leshan’s Tourism Reception Facilities After more than 20 years of development, the city’s tourism reception facilities have reached a considerable scale. As of now, there are more than 300 tourist hotels in the city, including 34 star hotels (one five-star hotel, 4 four-star hotels, 10 three-star hotels, 19 two-star hotels); 3 hot spring resorts; 38 travel agencies (including 2 international agencies and 36 domestic agencies), nearly 1,400 tour guides; tourism shopping, catering There are more than 130 tourism companies including Emeishan Tourism Co., Ltd. and entertainment companies (among them, Emeishan Tourism Co., Ltd. is a listed company); 2 tourism automobile transportation companies; and 1 tourism shipping company. (3) Current status of Leshan’s tourism economic development After more than 20 years of development, Leshan’s tourism industry has made great progress, with significant economic and social benefits. In 2005, the city received 12.11 million tourists, an increase of 11.42% over the previous year, of which it received 130,500 inbound tourists and earned US$22.86 million in foreign exchange, an increase of 37.89% and 26.46% respectively over the same period last year; it achieved a comprehensive tourism income of 6.104 billion yuan, an increase of 22.86 million US dollars from the previous year. The same period last year increased by 30.88%, equivalent to 19.9% ??of the city's GDP; the added value of tourism was 3.116 billion yuan, accounting for 10.16% of the city's GDP; the tourism industry drove related industries to achieve an added value of 9.348 billion yuan, accounting for 30.48% of the city's GDP %. The city's total tourism economy ranks second only to Chengdu and ranks second in the province. Tourism has become an important pillar industry of the city's national economy. Through the activities of creating China's outstanding tourism cities, the city's modern tourism functions have been continuously improved, the tourism environment has been continuously improved, the tourism market has been continuously standardized, and the overall quality of the tourism workforce has been high. Since the "National Day" Golden Week in 2000, there have been no major tourism service quality complaints for 19 consecutive golden weeks. Leshan's tourism industry has achieved a historic transformation from a reception business to an economic industry. The development of the tourism economy has not only It has made important contributions to the city's economic growth and fiscal revenue increase, and has played a huge stimulating role in the adjustment of industrial structure, labor employment and the development of related industries. Invisibly, it has also played a great influence and role in liberating the minds of Leshan people, updating their concepts, improving the investment environment, and accelerating the process of reform and opening up.

(4) Existing problems and reasons 1. The development of tourism products is progressing slowly and there are few heavyweight products. Although our city is rich in tourism resources, the share of tourism products in the domestic and foreign tourism markets has always been low, especially in overseas tourist source markets. share is low. By the end of 2005, the city had received 130,500 inbound tourists, accounting for 1.08% of the city’s total tourist receptions and 11.30% of the province’s inbound tourists, which was lower than Aba Prefecture (326,500) and Huangshan City in Anhui Province. (432,900 people) and Guilin City in Guangxi Zhuang Autonomous Region (1 million people) and other places. The main problem is that the product type is single and the product market appeal is not strong. As a tourist city, Leshan has two world heritage scenic spots, Mount Emei and Leshan Giant Buddha, which together constitute an international tourist area. However, its tourism products are mainly sightseeing, with single content and a lack of diverse products, especially those that can retain products for tourists. According to statistics, the average stay time of foreign tourists in Leshan is 1.5 days in the tourist area, while it is 2.5 days in Guilin and 3 days in Xishuangbanna. Tourists coming to Leshan usually enter the scenic spots directly, coming and going in a hurry. Although in recent years our city has begun to adjust its product development strategy in accordance with the "Leshan City Tourism Development Master Plan" and gradually shifted the development and construction of single tourism products to the development and construction of tourism and vacation leisure products, the development and construction speed is still slow and has never been developed. A new batch of heavyweight tourism products has been released, but the increase in market share is not obvious. 2. The development positioning of the tourist source market is still relatively extensive, and the irrational structure of the tourist source is still quite prominent. In recent years, governments at all levels, scenic spots and tourism enterprises have increased their investment in tourism publicity and promotion, and further strengthened the means of publicity and promotion. The total number of tourist sources has increased significantly. However, due to the fact that a truly unified overall publicity and marketing mechanism has not yet been fully formed, the lack of publicity and marketing talents, and the work of market positioning of tourist sources is relatively extensive, the structure of the city's tourist sources is still not as good as in previous years. There are obvious changes. The number of overseas guests accounted for 1.08% of the total reception, which was basically the same as during the "Ninth Five-Year Plan" period. The average length of stay of inbound overnight tourists in Leshan was 1.15 days, a year-on-year decrease of 0.06 days; domestic tourists The market is still dominated by Sichuan Province and surrounding provinces and cities, and the number of tourists from long-distance tourists with strong spending power, such as the Yangtze River Delta and Pearl River Delta regions, has not increased much. 3. Unbalanced development of tourism infrastructure. In recent years, through the construction of the "China's No. 1 Mountain" international tourism area, the city's tourism infrastructure has been greatly improved, especially the tourism transportation conditions to the two major scenic spots of Leshan Giant Buddha and Mount Emei have been greatly improved. , but the development of tourism infrastructure construction is still very unbalanced. Compared with major tourist cities and regions inside and outside the province, there is still a large gap, and it is still far from the goal of building an international tourist city. First, Leshan’s transportation conditions connecting other major tourist destinations inside and outside the province have not been completely improved. For example, our city does not yet have a tourist airport, which makes it impossible to share domestic and foreign tourists with major domestic tourist cities and scenic spots. . The water tourism route from Chengdu to Leshan and the water and land tourism transportation from Leshan to Yibin have not yet been solved; secondly, the tourism transportation conditions in other major tourist areas and counties in the city have not been fundamentally improved; thirdly, the two problems in the central city of Leshan and Emeishan City There is still a big gap between the tourism information of major urban tourist destinations and the construction of public information graphics symbols, public toilets and other signs, and leisure tourism facilities. 4. There is still a big gap in the supporting construction of the six elements of tourism (travel, travel, accommodation, food, shopping, entertainment), and the problem of difficulty in retaining tourists has not been fundamentally solved. During the "Tenth Five-Year Plan" period, the construction of the "six elements" of tourism in the city was relatively slow. Great progress has been made during the "Ninth Five-Year Plan" period, but there is still a large gap in horizontal comparison and the goal of building China's best tourist city and an international tourist city, such as: food, housing, The construction of the three main elements of "entertainment" has not yet made breakthrough progress. "Food" has not developed toward specialization, "housing" has not developed toward warmth, humanity, and refinement. "Entertainment" has not developed toward participation and localization. , there is still a long way to go before we can build a leisure tourism and vacation destination.