Research On Development Of Marine Ranch Leisure Tourism In Shandong Province

With the boom of marine tourism industry in Shandong Province and other coastal provinces in recent years,marine ranch leisure tourism has played an important role in the high-quality development of Shandong provincial marine tourism industry and modernized marine ranch construction,which can better satisfy tourists’ various and personalized needs as a new form of marine tourism industry.The Comprehensive Pilot Plan of Modernized Marine Ranch Construction in Shandong Province puts forward the mission to promote the integrative development of marine ranch and marine tourism.The development of marine ranch leisure tourism is an important way to realize marine ecological civilization construction,modernized marine construction and sustainable development of marine economy for Shandong Province.It is also an important approach to build a strong marine,economic and cultural province.However,the development of marine ranch leisure tourism in Shandong Province is still in its initial stage in an overall view.There are problems such as low-level tourism supply and service,single development mode and insufficient development potential,which seriously affect the high-quality development of marine tourism.Therefore,it is urgent to propose the "Shandong Mode" of marine ranch leisure tourism on the basis of systematic analysis of the overall development of marine ranch and leisure tourism,which can make Shandong a leader in the country in terms of marine ranch leisure tourism development,so as to help the high-quality development of marine economy.This paper studies the development level and development model of Shandong marine ranch leisure tourism with theoretical analysis,empirical analysis and system analysis in reference to industry convergence theory,Porter’s theory of competitiveness,tourism systematic theory and sustainable development theory.Attention is paid in the research to combine theory with practice,status quo with trend prediction,periodic problems and solutions.Firstly,the development background and status quo of Shandong marine ranch leisure tourism are analyzed,the current urgent problems of marine ranch enterprises are posed,including the low level of convergence of the three industries,the unicity of tourism products and consumption patterns,the low level of tourism service,unclear development ideas,and so on.Secondly,the concept of marine ranch leisure tourism is put forward on the basis of theoretical research and the research of marine ranch and leisure tourism both at home and abroad.Thirdly,theoretical paradigm and evaluation index system of the research on Shandong Provincial marine ranch leisure tourism are constructed,field research is made accordingly.54 Shandong provincial level marine ranches are investigated,first-hand information is obtained,principal component analysis of 54 sample data is conducted,the main influencing factors are identified,and systematic analysis and comprehensive evaluation of marine ranch development are made.Fourthly,cluster analysis is made according to the calculation results of principal component analysis,which classifies the Shandong Province marine ranch leisure tourism development into three types,namely recreational sea fishing experiential type,fishery idyllic leisure experiential type and marine equipment complex type.Fifthly,three development models are proposed to match the above three development types according to the empirical analysis results,especially the practical problems in this paper,which include the sharing model of "big fishery company assisting individual fisherman",win-win cooperation model of "government plus social capital" and interconnected model of "marine equipment plus marine ranch",and different implementation approaches are presented according to the development models.Finally,the development countermeasures of the development of marine ranch leisure tourism industry in Shandong Province are put forward according to the resource characteristics and analysis results of marine ranch in different areas.