There is an urgent need for a paper on tourism.

I think it is very valuable to write "Analysis of Restrictive Factors of Gansu Silk Road Tourism Development". Here is an article to read. I just hope to learn from, not copy.

Study on the Life Cycle Growth of Tourism Products along the Silk Road in Gansu Province

Abstract: The Silk Road tourism products in Gansu Province are high-grade and rich in connotation, and they are the representatives of tourism products in Gansu Province. Through the study of the product life cycle, it will help to upgrade, replace and update the product, and promote the rapid and healthy development of tourism in Gansu.

Keywords: Silk Road; Tourism products; life cycle

1. Tourism product life cycle theory

Product life cycle is an important concept in marketing, which refers to the process of a product from entering the market to being eliminated by the market. In the early 1980s, this theory was introduced into the field of tourism research, thus forming the life cycle theory of tourism products. The life cycle theory of tourist destination was put forward by Canadian scholar Boulte, which has been recognized and widely used by scholars. On the right side of 1980. According to the concept of product cycle, Boulte put forward that the evolution of tourist destinations goes through six stages: exploration stage, participation stage, development stage, consolidation stage, stagnation stage, recession or recovery stage. 1993, in the textbook Tourism Geography, Bao Jigang and others first introduced Boulte's idea of life cycle of tourist destinations to China. From 65438 to 0995, Bao Jigang and Peng Hua applied the life cycle theory of tourist destination to the expansion and development of Danxia Mountain in Guangdong, and the development of new scenic spots played a great role in the restoration of old scenic spots. The article "Control and Adjustment of the Life Cycle of Tourism Destinations" published by Xie in 1995 applies Bolt's theory to analyze the methods of controlling and adjusting the life cycle from three factors: demand, effect and environment.

In 2002, Tourism Marketing, edited by Zhao Xiping, divided the life cycle of tourism products into four stages: introduction, growth, maturity and decline. In the launching stage, tourism products have not been recognized by consumers, and their popularity in the tourism market is low; By building tourist facilities, improving traffic conditions, strengthening publicity and promotion, the market is gradually opening up, and the number of tourists is increasing rapidly, entering the growth period; In the mature stage, the growth rate of tourists tends to be stable, and tourism investment begins to produce good economic and social benefits; As the characteristics of tourism products are gradually familiar to more people, their attraction will gradually weaken, and the number of tourists will begin to decline slowly after reaching the peak. Tourism enterprises or relevant departments should further improve tourism facilities, develop new tourism projects and expand the reception scale; In the recession stage, the social and environmental carrying capacity of tourist destinations has reached its limit. Due to market competition and the attraction of new tourism products, as well as environmental and social problems, the number of tourists will drop significantly, especially long-term group tourists, and some tourist facilities will be idle or used for other purposes. At this stage, we can adopt the strategy of extending the life cycle of tourism products or upgrading them.

The life cycle theory of tourism products is an objective law. The attraction of any tourism product will change with time, and its market demand will also change. There is a process of discovery and development, growth and consolidation, recession and recovery (elimination), but the time it takes is different. Only by understanding the changing trend of the life cycle of tourism products, understanding the changes of market demand and adopting correct strategies and measures can the life cycle of products be extended.

2. The connotation of Gansu Silk Road tourism products.

Gansu Silk Road tourism products mainly refer to various tourism products, such as sightseeing, leisure, scientific research, fitness and sports, which are integrated by relying on the heavy historical remains, cultural connotations, desert Gobi, snow-capped mountains and grasslands and unique folk customs covered by the famous ancient Silk Road in Gansu. Historically, the Gansu section of the Silk Road included Longyou section and Hexi section. Longyou section is divided into three roads, namely, Zhonghui Road, Longguan Road (also known as Dazhen Road) and Qin Long South Road, from which you can enter the corridor road. The corridor road starts from Wushaoling in the east and reaches the Hexi Corridor in Dunhuang in the west. The areas that these ancient Silk Roads pass through account for almost 4/5 of the total area of Gansu Province, and more than 85% of the tourism resources in Gansu Province are distributed. Due to the high popularity of the Silk Road in the ancient history of China and even in the history of world traffic, trade, economy and cultural exchanges, the Gansu section of the Silk Road, with Dunhuang Mogao Grottoes as the world cultural heritage, has become the signboard of Gansu tourism and one of the earliest areas in China. However, due to the constraints of multiple factors such as concept, location conditions, insufficient supply of capital and human capital, compared with the rapid development of international and domestic tourism, the development of tourism products on the Silk Road in Gansu Province is slow, basically in the input period and growth period, which affects and restricts the development speed and level of tourism in Gansu Province. In order to better develop Gansu tourism, it is necessary to use the life cycle theory of tourism products to conduct in-depth discussion and research on the life cycle of Gansu Silk Road tourism products.

3. The main factors restricting the life cycle growth of tourism products along the Silk Road in Gansu Province

3. 1 Location condition restriction

Gansu section of the Silk Road is a long and narrow geographical space, with a length of 1655 km from east to west. Mainly located in the temperate monsoon climate zone, the scenic spots are scattered, the tourism expenses are high, the sales season is obvious, and the comprehensive benefits are low. Therefore, many tourism product development projects can not maximize the marginal income of input and output without the support of funds, technology and talents.

3.2 the constraints of backward concepts

From the government to the people, the concept that tourism is a leading industry with multiplier effect in promoting employment and economic growth has not been established, and the concept of "big tourism, big market and big industry" has not been formed. Therefore, the government's support policies and industrial investment for tourism development are seriously insufficient, which restricts the overall improvement of industrial scale and efficiency, and the awareness of industrial innovation and product innovation is poor, and it is impossible to complete the docking and transfer from mass product demand to special, interesting, healthy and environmentally friendly personalized consumption in international tourism activities.

3.3 The degree of tourism resources development is low.

Tourism resources are not equal to tourism products. Although Gansu Silk Road Tourism Belt is a region rich in tourism resources, it does not mean that these unique and excellent resources are already tourism products, and the transformation must be accessible and complete. A considerable number of scenic spots involved in the Silk Road tourism products in Gansu Province are small in scale, low in modernization, poor in facilities configuration and limited in management, service and reception capacity, which makes it difficult to meet the changing needs of tourists. Blindly selling such resource-based products and low-developed products will not only affect the overall image and sustainable development potential of tourism products, but also inevitably lead to the replacement of the whole product life cycle by many products with forward-looking planning, high-grade development, protective construction and dynamic meeting the needs of the tourism market.

3.4 Lack of product marketing methods that conform to the market operation mode

Compared with other provinces, Gansu's investment and efforts in promoting the Silk Road tourism products are far from enough. In recent years, Yunnan, Shaanxi, Ningxia and other provinces have invested heavily in tourism destination image and product advertising. They make use of the characteristics of CCTV channel, such as high viewing coverage, wide spread and high reputation index, and frequently broadcast advertisements of tourist destination products, thus opening up a larger domestic tourism market space, increasing market share and promoting their products to enter a rapid growth and maturity. The promotional expenses of Gansu Silk Road tourism products in domestic and foreign markets are seriously insufficient, and the marketing means and marketing combination are relatively simple, which has become a bottleneck for the further development of products.

3.5 All kinds of tourism enterprises in Gansu lack competitiveness.

All kinds of tourism enterprises in Gansu are generally small in scale, backward in management system, low in service quality and weak in competition consciousness, and the main means of competition is "price war". They lack the strength to compete with international and domestic tourism enterprises, so their product research and development, price strategy, sales channels and promotion methods can not make Gansu Silk Road tourism products quickly grow into mature products of "stars" and "cattle".

4. Countermeasures for Gansu Silk Road tourism products to enter maturity and maintain long-term vitality

4. 1 Establish the concept of big tourism, big industry and big market.

Gansu Silk Road tourism products must rely on the leadership of the government, attach importance to market research, correctly understand the market and its own advantages, improve the confidence in developing tourism, and formulate policies conducive to tourism development. Priority should be given to increasing investment in tourism infrastructure, increasing publicity, creating a good macro-environment for tourism development and attracting the influx of tourism, capital, technology and information flows. Because the Silk Road is highly related to the resources of the whole northwest region, it is necessary to establish the concept of regional development on the basis of doing a good job in this province, strengthen the joint cooperation with the northwest provinces and regions, determine the regional linkage plan of the Silk Road tourism products, and hold tourism promotion activities around the Silk Road to realize the benign interaction and win-win pattern of regional tourism development. 4.2 Sustainable development strategy

4.2. 1 Under the guidance of the World Heritage Organization, formulate a long-term and scientific development strategic plan with the theme of the Silk Road and outstanding cultural characteristics. In planning, we should adhere to the simultaneous development and protection of cultural relics along the Silk Road, highlight the protection and optimization of the ecological environment, and highlight the protective development of cultural relics and folk customs.

4.2.2 Realize the transformation from extensive development mode to intensive development mode. The Silk Road Tourism in Gansu Province has many national and provincial cultural relics protection units. Because of the strong attraction of resources, the same resource is managed across administrative regions, which is easy to cause problems such as blind development and predatory utilization of resources, unclear rights and responsibilities, and chaotic management. Therefore, the development of tourism should respect the reality, look to the future, base on the existing technical conditions and consumption level, and follow the principles of orderly development and key development. Accelerate the transformation of tourism economic growth mode from quantitative development to fine quality development, fundamentally change the extensive growth mode of tourism development in the past with high input, high consumption, low benefit, attach importance to the conservation and rational utilization of resources, ensure the sustainable utilization of product quality and resources, improve the intensive level and economic benefit of tourism resources utilization, and establish an intensive and quality-benefit economic system of the Silk Road tourism belt in Gansu Province.

4.2.3 Apply advanced technical means to increase the service life of tourist attractions, reduce energy waste and pollution emissions during the use of tourism supporting service facilities, and reduce the disposal of scrapped facilities, thus delaying the negative impact on resources and the environment, improving the utilization rate of resources, increasing the service life of tourism products and prolonging their life cycle.

4.3 product integration strategy

The fundamental way to extend the life cycle of tourism products is to make them do a good job in the expansion and development of tourism products according to the emerging new demand in the market, and dynamically realize the upgrading of products. According to the characteristics and present situation of Gansu Silk Road tourism resources, we can integrate products from the aspects of product nature, theme, quality, function and form. By digging deep into the connotation of scenic spots, improving the quality of products and services, improving tourism facilities and equipment, upgrading the taste and grade of scenic spots, increasing new tourism services such as participation, exploration, sports and entertainment, opening up new forms of tourism landscapes and scenic spots, stimulating new growth points of tourism consumption, meeting the new demands of the ever-changing tourism market, making the mature stage of tourism products come ahead of schedule and prolonging the product life cycle.

4.4 Tourism market expansion strategy

Not only to find new customers and develop new markets, but also to re-develop old customers. There are two specific ways: first, to develop new uses of tourism products, that is, to develop new tourism functions on the basis of the original product functions, so that the old products will glow with new vitality. For example, on the basis of the original sightseeing products, Jiayuguan Guancheng Cultural Scenic Area has newly opened a tourism project with the theme of exploration, entertainment and experience.

Complementing the original scenic spots, the products have new functions and attract more tourists; The second is to explore new markets, that is, to find new users for the original tourism products and make the products enter new market segments. For example, before Dunhuang, Japan was the first source market for inbound tourism products. With the rapid development of domestic tourism, they have adjusted their marketing direction and business strategy, and opened up a larger and new domestic tourist market with emphasis on South China, East China and Northeast China.

4.5 Tourism marketing mix strategy

The combination of four marketing elements, product, promotion, channel and pricing, should be reasonably improved and reorganized to stimulate the recovery of sales, such as providing more services, changing distribution channels, increasing direct sales, increasing advertisements, determining different marketing mix strategies for inbound and domestic tourism products, or adjusting prices to stimulate sales and attract more tourists. In the past two years, the promotion activities of the Silk Road caravan organized for the domestic tourism market have achieved good results.

4.6 Brand Strategy of Zhuguang Cultural Tourism Products

Culture is an eternal theme that human beings actively explore and perceive in tourism activities. Gansu Silk Road Tourism Belt is rich in cultural tourism resources, including Dunhuang Mogao Grottoes, Maijishan Grottoes, one of the four largest grottoes in China, and Bingling Temple Grottoes, one of the top ten grottoes. There are many ethnic folk customs and cultural tourism resources here, including three unique ethnic minorities: Baoan, Yugur and Dongxiang. There are folk houses in the west of the Loess Plateau, folk culture and early human cultural sites such as Dadiwan and Majiayao, which reflect the ancient and long history and diverse cultural features of the Silk Road in Gansu. We should fully tap these cultural tourism resources and create cultural tourism products. As long as we break the conventional development mode of seeking common ground while reserving differences and cast excellent cultural tourism products, Gansu Silk Road tourism products will surely glow with lasting vitality.

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