Dalian Tourism Development Opportunity

Analysis of Dalian Island Tourism Development

Abstract: With the continuous expansion of people's tourism demand and the deepening of their understanding of the ocean, there has been an unprecedented upsurge of coastal tourism in the world. As an important coastal city in northern China, Dalian is known as the "Pearl of the North", an emerging tourist center city in Northeast Asia and one of the first three "Best Tourist Cities in China". With good resource advantages, convenient location conditions and strong regional economic support, Dalian coastal tourism has developed very rapidly. Based on the present situation of Dalian's tourism development, this paper makes a SWOT analysis of Dalian's tourism, and then puts forward the future development strategy of Dalian's island tourism.

Keywords: Dalian tourism status analysis SWOT analysis countermeasures

First, the development status of Dalian island tourism

(A), the development of tourism in Dalian.

Dalian is a famous summer resort and tourist hotspot city in China, and one of the first "excellent tourist cities" in China. It is rich in China's modern cultural and historical tourism resources, as well as many scenic natural tourism resources. There are four scenic spots in Dalian * * *, namely the southern coastal scenic spot, Lushunkou scenic spot, Jinshitan scenic spot and Bingyugou scenic spot. Urban tourism resources are also extremely rich, including Forest Zoo, Xinghai Square, Tiger Beach Park, Binhai Road and Bangqu Island. There are also the annual Dalian International Fashion Festival, Fireworks and Firecrackers Spring Festival, Sophora flower viewing party, international marathon and other large-scale activities, which integrate economy, culture and tourism, and are well-known at home and abroad, bringing infinite business opportunities and vitality to urban development.

Tourism has developed into a pillar industry and an important driving force for Dalian's economic growth. According to statistics, Dalian received 30 million domestic tourists in 2008, an increase of 2 1% over the previous year. It received 950,000 inbound tourists, up 13. 1% year-on-year, including 94,000 compatriots from Hong Kong, Macao and Taiwan and 856,000 foreign tourists, up 4.4% and1%respectively. The total tourism revenue reached 40.08 billion yuan, a year-on-year increase of 23.3%.

(B), Dalian tourism positioning

The development theme of Dalian tourism is "romantic city and fashionable Dalian". "Romance" and "fashion" are the character and image of Dalian. Romance is Dalian's personality quality and fashion is Dalian's value orientation. Romance and fashion coincide with Dalian's urban development, and also accord with tourists' cognition of Dalian's tourism image.

At present, Dalian's tourism industry has embarked on a unique development path: building a city brand first, then creating a tourism brand, successfully creating a tourism development model with the whole city as the carrier and core attraction as the core, and becoming a city model of China's unconventional tourism development. It sets an example for the urbanization of China. Its connotation is as follows: advanced concept, brand-driven, government-led, continuous innovation and win-win cooperation. This is also the so-called "Dalian model", which has been promoted by the National Tourism Administration throughout the country.

Second, the SWOT analysis of Dalian tourism development

(A), the advantages of tourism development in Dalian.

1, superior geographical location and climatic advantages.

Dalian is located at the southern tip of Liaodong Peninsula, bordering the Yellow Sea in the east and the Bohai Sea in the west. It belongs to the temperate monsoon climate influenced by the ocean, with warm winter and cool summer and distinct four seasons. In addition, Dalian is the gatekeeper guarding the narrow exit of Bohai Sea to the Pacific Ocean, and it is the main seaport for the three northeastern provinces and eastern Inner Mongolia to North China, East China, South China and overseas. Since ancient times, Dalian has been the main maritime traffic artery and strategic location of coastal defense in northern China, and is known as "the outpost of the Northeast" and "the gateway to Beijing and Tianjin". At the same time, Dalian is the center of Northeast Asia, located at the eastern end of the Eurasian Continental Bridge. It is the port with the best natural conditions in Northeast China and plays an important role in regional cooperation in Northeast China.

2. Rich resource advantages

Dalian has many types of tourism resources, such as city, sea, harbor, bay, island, forest, spring, mountain and river, with superior quality and obvious combination advantages. Coastal scenery is the main part of Dalian's tourism resources. The sea, beach, sand, scenery, mountains, islands, reefs and roads are exquisitely combined to form a gorgeous and distinctive coastal tourist landscape, such as warm and romantic Binhai Avenue, beautiful and charming Xinghai Square, colorful Haiyun Square, and Dalian coastal attractions such as Xinghai Park, Laohutan Ocean Park, Fujiazhuang and Bangchui Island Hotel.

3. Good environmental advantages

Dalian attaches importance to the construction of basic cities, beautifying and protecting the environment. Dalian is one of the most afforested cities in China. It has successively won the honorary titles of "Habitat Award" awarded by the United Nations, "Top 500 Cities in the World", National Advanced Greening City, Top Ten Cities for Comprehensive Environmental Improvement, National Sanitary City, National Garden City and National Model City for Environmental Protection, and won the "China Habitat Environment Award" awarded by the Ministry of Construction. It was identified by the United Nations as a leading city in environmental governance in the Asia-Pacific region, and was awarded the title of "the best city in international ecological security".

4. Broad market advantages

Dalian is located in the junction of Northeast China, Bohai Sea and Yellow Sea, which are two regions with rapid economic growth, and it is one of the regions with the strongest tourism demand. With the development of western China and the rapid economic development in northern China, Dalian's economic radiation will be even greater, and its hinterland may extend to northwest and north China. In addition, Dalian's international market is dominated by Japan and South Korea, which has a good foundation. With the transfer of the world economy and tourism center and the rapid development of tourism in the Asia-Pacific region, China will become one of the top five tourist destinations in the world, and its attraction to the surrounding areas will increase exponentially. As a center of Northeast Asia with strong tourism demand, Dalian will benefit a lot.

(B) Analysis of the disadvantages of Dalian's tourism development

1, the time development of tourism in Dalian is unbalanced.

The tourism industry in Dalian is unbalanced in time and season. The seaside tourism in Dalian is greatly influenced by the climate, and tourists are mostly concentrated in May-10. During the peak season, the number of tourists increases greatly, and the tourism income of scenic spots and service organizations increases, but it is also easy to cause some negative effects. For example, the crowded scenic spots in tourist attractions exceed their environmental carrying capacity, which brings great pressure to urban infrastructure, making it difficult to buy cars, boats and plane tickets, and delaying the return of some tourists on time.

2. The development of tourism in Dalian is unbalanced in space.

Dalian's tourism spatial layout focuses on the south and light on the north. From a regional perspective, the highlight of tourism development lies in cities, and insufficient attention has been paid to the three northern cities. From the perspective of the city, the focus of tourism is the golden triangle with the southern seashore of the city as the center and Lushun and Jinshitan as the two wings. The pattern of tourism development has not been fully opened.

3. Tourism products are relatively simple and lack characteristics.

At present, the characteristics of Dalian's tourism products are not distinct, which are basically similar to those of neighboring provinces and cities, with low grade and small scale, and lack of unique fist products. At the same time, the level of tourism product development is still low, and there is still no fundamental breakthrough in the situation of "seeing more and participating less". Large-scale backbone projects with monopoly and sensational effects and distinct themes have yet to be developed and improved.

4. Lack of tourism professional service companies and professionals.

Dalian attaches great importance to the development of tourism resources, tourism market and tourism products, but the professional tourism service companies in Dalian are small and chaotic, and the certification standards for local tour guides are not very strict. During the Golden Week or special festival celebrations, many tour groups recruit some non-professional part-time tour guides to fill the vacancy without full-time tour guides.

(C) Dalian tourism development opportunities

1, macro opportunity

(1) With the sustained and high-speed development of world tourism, it has provided huge development opportunities for Dalian, an important inbound tourist destination, and also brought huge market opportunities for Dalian, a tourist and transportation center in this area.

(2) China's entry into WTO has accelerated the opening of Dalian's tourism industry, accelerated the entry of foreign businessmen into Dalian's tourism industry, and brought opportunities for the development of Dalian's tourism industry.

(3) The sustained and rapid growth of the national economy and the continuous improvement of people's living standards have spawned a huge domestic tourism market. The consumption structure of China is changing from subsistence consumption to enjoyment consumption, and the upgrading of consumption structure has promoted the upgrading of tourism product structure and the transformation of tourism.

2. Medium-sized opportunities

(1) With the comprehensive adjustment of the national economy and industrial structure, tourism has become the pillar industry of the tertiary industry, which has promoted the rapid upgrading of tourism.

(2) The government attaches great importance to the development of tourism, regards tourism as an important industrial support of the national economy, vigorously develops tourism, and has introduced many new methods and measures.

(3) During the 2008 Beijing Olympic Games, Dalian put forward the slogan "Olympics in Beijing, sightseeing in Dalian", which also brought business opportunities to Dalian's tourism industry.

3. Micro opportunities

(1) The construction of Northeast Asia International Shipping Center has created new development opportunities for Dalian to develop high-end marine tourism with yachts, cruise ships and oil tankers as carriers.

(2) Dalian has entered the stage of comprehensive adjustment of economic and industrial structure characterized by the rapid development of modern service industry, and the economic development has stimulated the strong demand for leisure tourism in the internal market.

(3) With the all-round development of transportation, Dalian's three-dimensional transportation network by sea, land and air has been fully formed, and its comprehensive location advantages are prominent.

(D) Threats to Dalian's tourism development

1, the competition of tourist destinations has intensified.

At present, vigorously developing tourism has become a craze, and the competition between regions is becoming increasingly fierce. The competition between domestic and foreign tourist cities poses a competitive threat to Dalian's tourism industry.

Among them, the foreign tourist countries that pose a threat mainly include: Singapore is a big tourist country in Asia with superior geographical location and infrastructure; As an economically developed country in Asia, Japan has the largest exhibition center in Asia and faces Dalian across the sea, which also poses a big threat to Dalian's tourism. In addition, there are Korea, Thailand, Malaysia and so on.

The domestic tourist cities that pose competitive pressure on Dalian's tourism mainly include: Hong Kong has good conditions for developing tourism with its superior geographical location and developed market economy; As the capital and political and cultural center of China, Beijing is also in a leading position in the national tourism market. As the economic and cultural center of China, Shanghai is also one of the regions with the earliest tourism development and the most active tourism economy in China.

2. The threat of overseas tourists to local tourism enterprises in Dalian.

Dalian's tourism market has great development potential, attracting many international tourists to compete in succession. At present, a number of foreign-funded travel companies such as Japan, South Korea and Singapore have settled in Dalian. Because of its extensive customer marketing network, strong financial support, sound and powerful organization, rich advanced management methods and experience, and high international reputation, compared with some domestic Dalian tourism enterprises, it has exposed its own weaknesses in the competition in the tourism market.

Third, suggestions for the development of tourism in Dalian

(A), pay attention to the cultivation and introduction of tourism talents.

Tourism professionals are one of the key factors affecting the development of tourism in Dalian. Dalian is an advanced coastal city that is open to the outside world. At the same time, there are more than ten national and provincial key universities, and most of them have set up tourism development and management majors accordingly, which provides a convenient way for Dalian to develop tourism and train professionals. The government can join hands with universities and enterprises to lay a good foundation for training localized tourism professionals as soon as possible, and can take different forms such as tourism seminars and short training courses for professionals to improve the quality of employees. At the same time, a group of tourism talents and professional tourism companies are introduced from overseas to realize the effective docking of localization and internationalization of talent training.

(2) Carry out large-scale cultural activities to break the obvious unfavorable situation in the tourist season.

With the development of society, people's demand for culture in tourism activities is increasing, which requires that tourist destinations must be able to provide tourism products and tourism environment with rich cultural connotations. Paying attention to the cultural development of natural tourism resources and the development of humanistic tourism resources is an important direction of Dalian's tourism resources development. Large-scale cultural activities can be carried out to break the obvious unfavorable situation of Dalian's off-season.

L, continue to run the annual Spring Festival Gala of Fireworks and Firecrackers in Xinghai Square and Lantern Festival in Labor Park, and provide a cultural feast in winter for citizens and tourists.

2. There are many distinctive cultural and artistic groups in Dalian, which are well-known at home and abroad, such as the city acrobatic troupe, the song and dance troupe, the Beijing Opera Troupe and the Victory Farmers Symphony Orchestra. Dalian can give full play to their role and carry out colorful cultural and artistic activities in winter, which will not only bring the overall prosperity of Dalian's cultural life, but also make Dalian's winter really active and promote the development of Dalian's winter tourism.

(3) Fully tap the local characteristics of tourism commodities.

Tourist souvenirs should reflect the characteristics of Dalian, have high taste, and can fully display the scenery, customs and customs of Dalian and the spirit of the city. We should develop a series of tourist commodities around the unique theme of "Romantic City". For example, we can develop a series of tourist souvenirs of "Romantic Square", make miniature sculptures or three-dimensional assembled models of famous squares such as Xinghai Square and Friendship Square, design a series of romantic love products around "Romantic Sea" and develop them around Dalian highlights such as "Romantic Mounted Police".

Fourth, summary.

Through the above analysis of the advantages and disadvantages, opportunities and threats of Dalian's tourism development, and the corresponding solutions to the existing problems, I believe that as long as Dalian can implement positive solutions to the existing problems, seize the opportunities and meet the challenges, in the near future, Dalian will definitely be built into a modern, ecological and innovative international coastal tourist destination and become a more world-renowned oriental romantic city.