the present situation and general situation of Xiangshan tourism and urban development

1. The general situation of Xiangshan city development

(1) Urban location and scale: Xiangshan County lives in the central coastal area of Zhejiang Province, located in the southeast of Ningbo, surrounded by the sea on three sides, with Xiangshan Port in the north, Sanmen Bay in the south, the East China Sea in the east and Ninghai County in the west, all the way across the land, consisting of Xiangshan Peninsula and 618 islands and reefs along the coast. The coastline is 811 kilometers long, accounting for one-sixth of the province's coastline. It governs 11 towns, 5 townships, 3 streets and 712 administrative villages. At the end of 2112, the total population was 532,388, and there were 51 people from 14 ethnic minorities, including Hui, Mongolian and Zhuang. < P > (2) Types and characteristics of resources: beautiful coastal scenery, with a large number of onshore beaches rarely seen in East China, which is the only one in the city. Beach and other coastal resource areas. The air quality is good, and the concentration of negative oxygen ions in the atmosphere is as high as 14,711 per cubic meter, reaching the national first-class holiday resort standard. The vast beach resources are rich in amino acids, which can be widely used for mud bath mud therapy projects. There are many marine cultural landscapes, including fishing ports, fishing villages, bridges, lighthouses, etc. Xiangshan is rich in marine resources and famous for its seafood products. Ningbo cuisine, represented by Xiangshan seafood, has become one of the eight new cuisines in China. As early as 6,111 years ago, the ancestors of Tashan started farming, herding and fishing in the sea, and in the long-term production and living practice, a profound fishing culture has been formed. As the outpost of the East China Sea, Xiangshan has many coastal and coastal defense sites for development. < P > (3) Economic characteristics and level: Characteristic and beneficial agriculture flourished, forming a "three waters and one dish" (aquatic products, fruits) With the rapid growth of industrial economy, among more than 4,111 industrial enterprises, a relatively complete system has been formed with large enterprises such as Huaxiang, Tianan, Juying and Yongnan as the leading enterprises, and needle textile, machinery and electronics, aquatic product processing as the main body, among which needle textile is the traditional dominant industry in Xiangshan; The construction industry has obvious characteristics and advantages. It is well-known in Shanghai, Hangzhou, Ningbo and other places, and has won the national "Luban Award" for many times. It has been awarded the title of "hometown of architecture" by the provincial government. There are 54 construction enterprises in the county, including 5 national first-class qualified enterprises, including famous construction enterprises such as Hongrun, Longyuan and Zhongda. It has won the championship and runner-up in the comprehensive evaluation of construction enterprises from other provinces and cities in Shanghai for seven consecutive years. It was once rated as one of the top 111 counties in China with comprehensive strength. Xiaokang County, etc.

Second, the current situation of tourism development in Xiangshan

(1) the scale and speed of tourism reception and the economic status of tourism:

Since the development of tourism in Xiangshan County in 1997, the tourism industry has formed a certain scale, and the atmosphere of the whole county has been formed. Under the leading development of the government, the total investment in tourism has reached 1.2 billion yuan, and Songlanshan Resort, China Fishing Village and so on have been built successively. Jinshawan Resort and other scenic spots have successfully held festivals such as China Fishing Festival, Xiangshan Seafood Festival, and March 3rd Seafood Tourism Week, and the comprehensive reception capacity of tourism has been greatly improved. Shipu Fishing Port development, old street packaging and other projects are under construction, and in early 2113, a new tourism brand named "Oriental Island, Seamount Fairy Country" was registered.

After a series of promotional activities in the past six years, The external popularity and reputation of Xiangshan marine tourism, led by Songlan Mountain, has been continuously improved, and the number of tourists coming to Xiangshan for sightseeing and holiday has increased sharply. At present, the tourist market has spread all over East China, and it has shown a fierce growth momentum. In 2112, the tourism revenue of the county reached 456 million yuan, 9 times higher than that of 51 million yuan in 1997. In 2112, it received a total of 1 million tourists from home and abroad (including more than 91 tourists from outside the county, more than 1 million tourists from inside the county, and more than 1,111 foreigners), which was four times higher than that of 251,111 in 1997. In 2111, the county party committee and government identified tourism as the leading industry of the tertiary industry and an important growth point of the national economy.

Table 1: Annual number of tourists in Xiangshan County, Statistical table of tourism income (1997-2112)

The number of tourists increased year by year, Minus percentage economic income

1997193711 151 million

1998231211 19.36% 167 million

19928911 25% 193 million

2111368111 27.34% 129 million

2111 65. .74 billion

21121 million 53.85% 411 million

Source: Xiangshan County Tourism Bureau

(2) Quality and level of tourist reception:

Compared with domestic, provincial and Ningbo tourist counties, Xiangshan's current tourist reception facilities have small capacity, average service quality and low added value, such as small travel agencies, single operation and incomplete service functions. The main channel of organizing tourists has not played its role.

The figures of the Tourism Bureau show that the per capita consumption of tourists visiting Xiangshan reaches 381 yuan. In this questionnaire survey, 64.11% of tourists said that their consumption in Xiangshan is above 411 yuan, and the revisiting rate is high. Three or more tourists accounted for 52.11%.

(3) Summarize the development stage and further development direction of Xiangshan tourist city < P > At present, Xiangshan's tourism industry is still in the primary development stage and has not yet formed scale effect. In 2112, the total tourism revenue of the county was equivalent to 4% of the gross national product. It has not yet formed a pillar industry.

Table 2: Forecast of tourist reception in the county

The number of tourists received (11,111 person-times) is equivalent to GDP(%) and tourism income (111 million yuan).

2112 111 4.5 4

2113 141 5.2 7

2114 171 6 9

2115 211 7.3 12

2116 231 8.5 16

2117 251 11 21

2118 311 12 31

2119 351 14 42

2111 381 16 51

data source; Xiangshan County Tourism Bureau

The Tourism Planning of Zhejiang Province has identified Xiangshan as one of the key areas for marine tourism development in the province, and the Tenth Five-Year Plan of Ningbo Tourism and the Outline of Vision 2121 has identified Xiangshan as a coastal tourism belt in the overall tourism planning of Ningbo, and made it clear that Xiangshan is the main position for Ningbo's tourism development. The further development direction of Xiangshan city is: a sub-central city in southern Ningbo with marine economy and tourism as the main body. Eco-coastal tourist city. The further direction of Xiangshan tourism development is to take the coastal resort in the Yangtze River Delta as the goal, integrate resources, create characteristics, focus on building a hundred-mile gold coast tourist belt, refine and enrich the tourism image of "the island of the East is not old, the fairy country of seamounts", optimize the tourism product structure, and comprehensively enhance the comprehensive competitiveness of the tourism economy. Strive to cultivate the tourism industry into the leading industry of the county economy. At present, the layout of tourism productivity under construction is mainly six products in two districts and one belt.

Analysis of Xiangshan tourism

1. Strengths

(1) Advantages of economic and social development in Xiangshan County

1. Xiangshan County has a solid social and economic foundation and its comprehensive economic strength is rapidly increasing. The basic conditions for accelerating the development of tourism have been met.

2. The urban infrastructure in Xiangshan County is accelerating, the comprehensive service functions are increasing, and the urban tourism environment has reached a certain level.

3. The basic pattern of the tourism industry in Xiangshan County has been formed, the industrial scale is growing, the comprehensive tourism productivity system supporting food, housing, travel, purchase and entertainment is improving, and the tourism industry is seeking quality internally. In the two-way tension of seeking scale from outside.

4. The leaders of the county party committee and the county government have attached great importance to the decision-making knowledge of the all-round development of tourism. The government-led social atmosphere of "working together to promote tourism" has begun to take shape in the county, and the linkage function of tourism has been widely recognized.

(2) Advantages of tourism resources

Rich types

Xiangshan tourism resources are abundant and diverse, with 78. 67% of the landscapes are rich in natural and human landscape resources, which provide an extremely broad space for Xiangshan County to develop a series of tourism projects and products.

Distinctive features

With island mountains as the bones, bay beaches as the soul, and the "not old" culture as the pulse, the geographical and hydrological tourism resources are extremely rich. The individual number of geographical and hydrological tourism resources in Xiangshan County accounts for 71.69% of the total census. Beach, fresh air and colorful geological wonders.

Various forms

The basic types account for 54% of all types in China, and the coastline and islands have high vegetation coverage and rich animal and plant types. Moreover, due to slow development and orderly protection, the plant communities on many islands are still in their original state. Fresh air, wild flowers, primitive vegetation and exotic species, It has laid a foundation for the development of tourism.

Local monopoly

Xiangshan County is located in the east of Zhejiang, on the west coast of the continental shelf of the East China Sea, in a low altitude area, with volcanic landform, mild climate and high vegetation coverage, especially the coastline of 811 kilometers, more than 611 islands and fresh air with negative oxygen ions reaching 15111/cm3. The average life expectancy here has reached 81 years in 2111. Reaching the national average life expectancy index 51 years earlier (the national average life expectancy will reach 81 years in 2151), which can be described as "the island of the East is not old, and the fairy country of seamounts". Therefore, Xiangshan's tourism resources have certain regional advantages and local monopoly.

Coordination of tourism resource type combination

The coordination of Xiangshan County's tourism resource type combination is mainly manifested in two aspects: one is the coordination of marine natural landscape and Xiangshan County's unique combination of historical and cultural elements, and the other is the diversity and harmony of regional tourism resource types. The most typical example is that Xiangshan County concentrates on sea, mountain, cliff, island, beach and lake (reservoir). Geological wonders, forests, historical and cultural sites and many other types of tourism resources.

2. Comparison of advantages between Xiangshan County and surrounding areas

Compared with surrounding areas, Xiangshan County has its own advantages, and Ninghai has beautiful middle and low mountains and hot springs with excellent water quality. The advantage of Fenghua tourism resources lies in its rich history and culture; The advantages of Yuyao tourism resources are mountains, forests and Hemudu culture in 7111 years; The advantage of Cixi's tourism resources is the Hangzhou Bay Bridge under construction. Ningbo is a famous historical and cultural city in China, and the first batch of excellent tourist cities in China. Its resources are distributed in surrounding districts and counties, and the urban area is a distribution center for tourists. Therefore, Xiangshan County has the advantages of rich combination of tourism resources such as ocean, island, sunshine, beach and fresh air. However, the adjacent area with similar resources is Zhoushan, so Xiangshan County must further find out the differences between Zhoushan and Zhoushan's tourism resources. Zhoushan is an island landform, while Xiangshan County is a peninsula. Moreover, the abundant high-quality mud resources along the coast have laid an advantageous foundation for the development of health preservation and health care mud therapy. At the same time, the peninsula traffic is superior to Zhoushan Island, and the accessibility of tourism transportation facilities and scenic spots is far from that of Xiangshan County, and the comprehensive characteristics of resources are obviously inferior.

The disadvantages of tourism resources in Xiangshan County are also obvious. The main reasons are that the level of resource development is low and the humanistic connotation is not excavated enough. Historical sites are poorly preserved and lack of appreciation; The service tourism resources are obviously insufficient, which affects the overall image of the tourism industry. In the process of tourism resources development and planning, we must follow the principle of "fostering strengths and avoiding weaknesses" and transform the advantages of Xiangshan's tourism resources into industrial advantages as soon as possible. < P > Third, the weakness < P > The supporting depth of tourism resources development is insufficient, and the series of flagship products need to be built. There is a lack of planning and operation ability.

The distinctive feature of the compound tourism resources in Xiangshan County is that there are many types of resources. Although individual resources have certain tourism value, they lack visibility if they are only developed on individual resources or a certain type of resources. Xiangshan's natural landscape lacks uniqueness and influence in China and famous mountains and rivers in the world. Xiangshan's human resources are scattered, and most of them still lack landscape carriers with strong historical shock. The current development of tourism resources in Xiangshan is a bit wide-ranging and not large-scale. The series of flagship products need to be rebuilt. In daily work, the understanding of tourism as a cultural phenomenon is insufficient. Because of the lack of planning power, the tourism development of most scenic spots is limited to the simple utilization of resources and the development of popular ideas, and there is no deep excavation of culture. Mining characteristics, lack of original creative power, resulting in the image of weak attraction and vitality of tourism products.

The tourism management system has not been straightened out, the competitive disadvantages of fragmented, small, scattered and chaotic tourism enterprises are obvious, and the degree of industry integration is poor.

Affected by the planned economy, Xiangshan's tourism resources are divided by departments such as culture, urban construction, water conservancy, forestry and tourism, making it difficult to organize tourism projects. It is difficult for the tourism authorities to manage the tourism industry in the county, and there is a big gap between resource mining and product development and development requirements.

The legal system construction of tourism in Xiangshan lags behind. At present, although the government has promulgated many management measures, many contents have not been well implemented. Tourism enterprises are fragmented, lack of collectivization and large-scale enterprises, and their ability to resist risks is poor. The development of tourism projects is blind and arbitrary, lacking high quality. Large-scale tourism projects that outshine others in the surrounding and domestic markets.

Fourth, external opportunities

The sustainable development of China's tourism industry and its accession to the WTO, Beijing's hosting of the 2118 Olympic Games, Shanghai's hosting of the 2111 World Expo, Hangzhou Bay Bridge and so on are rare opportunities for Ningbo and Xiangshan County.

According to the country, tourism has been listed as a new growth point of the national economy. In many areas, tourism has been cultivated and developed as a new pillar industry of the local economy. According to the analysis of the resource conditions and productivity conditions of China's tourism development and the development environment and prospects of China's tourism at the beginning of the new century, the National Tourism Administration put forward a 21-year sustainable multiplication plan in the "Tenth Five-Year Plan" for the development of national tourism, and made clear the comprehensive index-tripling the total tourism revenue in 21 years. The grand goal of finally achieving an eight-fold growth reflects the confidence and determination of the National Tourism Administration for its long-term development in the future.

China's accession to the World Trade Organization is a major strategic move to expand its opening up in the new century, which will not only have a positive impact on the national economy and social development, but also create important opportunities for the breakthrough development of China's tourism industry. China needs an open world, and the world needs an open China. As a product of opening up and a promoting factor of opening up, China's tourism industry, every time of China's reform and opening up,