National Key Scenic Spots, Tourist Core Competitiveness Study

Increasingly, the National Scenic Area (NSA), one of the most important tourist resources in China, is playing an underlying role in the planning and development of the tourism industry. However, due to its exceptional characteristic and management model, it's difficult to measure its market price according to its real value. And this led to a flow of deleterious activities and effects through the development and marketing of sites used to expand the tourism industry in some cases. For instance, some NSA sites are overrun with tourism activities in the absence of a sustainable basis, which has therefore being wrecked down the perceived value of the tourist, restricted the exertion of its tourism multiplier effect, undermined the harmony between environmental and socio-economic niches, and ultimately threatened the long-term sustainable development.This paper introduced the concept of the Management Entity of NSA, on which the research was based, followed by a review of the development of the NSA and an analysis of the existing management model and the principal status of the NSA in the tourism market.This paper included two parts, i.e. the parts of the theoretic research and the case study. The analysis of different kinds of causes and external non-economic performances of the chaotic management of the NSA opened the part of theoretic research. In this part, the author mainly focuses on the sustainable development of the NSA, aiming at the objective of sustainability and using the theory of core competence as a theoretic platform. As a result, the theory of core competence was introduced and explained in this part in order to build the theoretic platform and the framework of the theory involved with the NSA. On the other hand, the method of identifying the tourism core competence in the light of the analysis of value chain was also outlined. In the meantime, this paper explained the life cycle of the tourism core competence and the relevant character of each phase, and also compared several development strategies for different kinds of tourism core competence.The case research was carried out in Mount Wuyi, the famous NSA in Fujian province. In the part of case study, after an introduction of its operation and management, this paper analyzed the key factors and development strategies of the tourism core competence of the case site, and then recommended the optimum structures and advanced strategies in accordance with its existing development barriers and the above established rationale.The innovation of this paper is pay right attention to the relationship between the NSA and the tourism industry and set up the platform of the tourism core competence according to the guide of the concept of the Management Entity of NSA. So the Management Entity of NSA can set down the development strategy and keep the competitive advantage. At last the development of NSA can be sustainable.