The Counter-Measures Of Sustainable Development Of Sichuan Tourism

There are plenty of natural and cultural tourism resources in Sichuan; especially the natural resources have great competitive strengths in tourism market all over the world. It is a significant proves to fulfill not only economy benefit but also society benefit and environment benefit circularly that Sichuan tourism is propelled to sustainable development.In the article, basis on the introduction and analysis of Sichuan tourism resources, analyzed the external assessment which Sichuan tourism relies on including politics and legal forces, demographic forces, economic forces, social and cultural forces and technological forces, the internal assessment which influenced by travelers, suppliers, potential entry of new competitors, potential development of substitute products and competitors, situations of market and competition, and tourism natures within the Environmental-Analysis. Discussed the opportunity and threat, the strength and weakness of Sichuan tourism within SWOT, and pointed out the problems which counteract sustainable development of Sichuan tourism seriously. And proposed a set of counter-measures used to push forward sustainable development of Sichuan tourism: reform the tourism management system, change the functions of administrative agencies and department; integrate the tourism resources and the products; intensify the tourism promotion; exploit various tourism products to satisfy various demand of tourists and enhance the competitive power , level of management and quality of service of the tourism enterprises in operation, capital, management and qualified personnel policy. Maximize not only economy benefit but also society benefit and environment benefit of Sichuan tourism industry.