| With the development of tourism, especially the rise of eco-tourism, desert tourism has developed rapidly, gradually becoming a wide-accepted new tourism product. Accordingly, desert tourism research has gradually strengthened. The domestic studies are mainly focused on the desert tourism development condition, desert tourism resources analysis, resource's distribution and classification, development strategy and product's development. The foreign studies have mainly combined eco-tourism, sustainable tourism, ecological protection, community interest's growth in study. By contrast, the domestic research of desert tourism and sustainable development is superficial, and rarely have concerned about negative impact of desert tourism. International desert area development is enhancing now, and some unique and representative areas are springing up.It is the core task of tourism science that grasps the spatial structure characteristics of tourism system and its application in tourism development, planning, and management. In order to grasp the desert tourism system's characteristics and its application in tourism development and management, we carry the typical cases into studying the subjective-objective system. Badain Jaran Desert is the core area of Alxa Desert Global Geopark. As one of first national AAAAA level scenic spots, Shapotou is considered by experts as having "world monopoly resources". They both have a distinct representation in all of desert scenic areas in China. So we select them as major cases in this study. As a typical case study of desert tourism system, as well as comparative study on competition superiority and analysis on desert tourism development strategy and prospect, it is very necessary to proposed desert tourism development strategy.In objective system, through the overview of destination, influencing factor of development and SWOT analysis, we believe that Badain Jaran Desert and the Shapotou scenic area, have the same point that they are located in Northwest China, rich in tourism resources, brand effect having been highlighted, easy to joint-development with the surrounding tourism resources, winning the local government policies and funding support, and being faced with spatial homogeneous competition. The Different points are that, in Badain Jaran Desert, the main resources are desert and lakes, and in Shapotou scenic spot, the type of resources are more diverse. The main problem of the former lies in scattered attractions and poor accessibility, and of the latter, is divided into two parts. Compared with Badain Jaran Desert, Shapotou scenic area has better economic and traffic locations. For the development type, in Badain Jaran Desert, it is suitable for developing adventure and Sightseeing tourism products as the main body, the public entertainment and leisure resort products as the auxiliary. In Shapotou, it is suitable for developing Sightseeing, entertainment and leisure products as the main, exploration and scientific tourism as the auxiliary part.In the objective system, the tourism environmental capacity defines tourism optimum development scale. Based on the analysis of economic capacity, ecological capacity, resource spatial capacity and mental capacity of Badain Jaran Desert and Shapotou, the former's tourism restrictive capacity at different development stages could be different. It should be economic capacity in the primary and ecological capacity or resource capacity in the future; while the latter is more close to a sightseeing and amusement park, and if tourists continue increasing, resource capacity and ecological capacity will be the primary limiting factors.From the perspective of subjective system, during the Traveling Week of National Day in 2010 and 2011, it is conducted two surveys for market and tourists' behavior in Badain Jaran Desert, Inner Mongolia. By facilitate sampling, a total of 830 questionnaires were issued, which 775 questionnaires were valid. The data were processed through the EXCEL office software. The results showed that male visitors have a higher proportion (58.6%) than females (41.4%), tourists tending to be younger than those of national market (visitors below 45 years accounting for 81.9% of total), and the highly educated visitors were the main body (83.9% of visitors being highly educated). It has a large market's attract radius as to the typical area Badain Jaran Desert. The primary tourist market mainly includes Inner Mongolia, Gansu, Shaanxi, Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu, Fujian and Liaoning. The Secondary market mainly includes Chongqing, Ningxia, Sichuan, Hubei, Hebei, Shanxi and Henan. Europe and East Asia (Korea, Japan) are the main overseas markets. In tourists' market, it not only reflects the law of distance attenuation, but also superimposes open level and economic level attenuation characteristics. In addition, as a case study of Badain Jaran Desert, it is built decision-making model about tourists, which the decision-making process can be described with seven stages: generating the need or motive of traveling, collecting related information of traveling, determining travel destination or itinerary, making the travel budget, determining the transport of traveling, deciding to travel out and finally going traveling. The decision-making way is different to that of mature popular scenic areas in details. In Badain Jaran Desert, the main motives of tourists can be divided as follows:enjoying the beautiful scenery, relaxing, taking photos, adventuring, doing exercising outdoor and achieving different life experiences. The diverse types require that product design should also be diversified, then expand tourist market on the basis of consolidation of senior tourism market.Tourist perceived value has an important influence on tourists' intentions. Besides, the tourism market competitive superiority is closely related to the choice of tourist. Based on the theory and previous experience, on the basis of trial test and interview, it is developed perceived value questionnaire. After the exploratory factor and overall correction analysis, it comes to 31 items, and satisfaction and behavioral intentions survey both have 3 items, then comes to a total of 37 items. Confirmatory factor analysis, reliability and validity test prove the scale well-designed. In Badain Jaran Desert,464 valid questionnaires were received during the National Day in 2010. During Qingming festival in 2011, in Shapotou,223 valid questionnaires were received. Valid data were processed by SPSS statistical software. Then it comes to the nine factors of perceived value of desert tourists. Except the perceived costs, each factor of perceived benefit, in status order, is resource value, service value, facility value, brand value, environment value, feature value, achievement value and education value. Except gender variable, there are significant differences of certain ones of the nine factors on variables such as age, educational background, occupation and monthly income. That indicates product design, construction, marketing and advertising should be different. The regression coefficients between nine dimensions of perceived value and behavioral intention reach to a significant level, which means perceived value has significant predictive effect on behavioral intentions. Degree of satisfaction degree also has a significant positive correlation to behavioral intention. So to enhance the destination's competitive superiority, improve visitors' degree of satisfaction is equally important. Next, empirical evaluation on competitive superiority of Badain Jaran Desert and Shapotou shows that:in Shapotou, each dimension of perceived benefit and each dimension except service and facility value in Badain Jaran Desert, get the scores all above 3 points, which indicates a higher evaluation by visitors. The scores of perceived cost in two scenic areas are also more than 3 points (3.256 points in Badain Jaran to 3.110 points in Shapotou), that shows a high cost of the tour; service and facility values of Shapotou are significantly higher than the values of Badain Jaran, but the brand value of Badain Jaran is significantly higher than the value of Shapotou. From the perspective of perceived value, the two scenic areas compete at a level of "perceived benefits exceeding perceived costs", and the form of competition or potential competition is more complex. On an average, there is a slightly higher competitive level of Shapotou than Badain Jaran (perceived value scoring 1.101 points tol.042 points). We should not only give priority to improving customer'facility and service values on Badain Jaran Desert, but also make efforts for the "high interest" and "low cost" on them two.After making a summary of this study, as to principle of development, it is suggested that we should pay attention to the environmental suggestion, making design and management complement each other, focusing on aesthetic elements in design and development. Then, in future, for further development, it is proposed that we should go on advertising, improving facilities, designing a variety of tourism products, publicizing festival activities in advance, regulating the industry management, increasing investment, making a reasonable allocation of environmental capacity of destinations, integrating tourism resources, developing deep ecology tourism and strengthen the security system.
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