The Study On Promoting International Competitiveness Of China's Tourism Trade In Services

Promoting international competitiveness of China's tourism trade in services is a key question for China transforming from the traveling great nation to the traveling powerful one. Currently, compared with world's most powerful tourism countries, China has gaps of international competitiveness of tourism trade in services on tourism competitiveness indexes such as "The Ability to Open Up Overseas Markets", "Occupation Rate of International Market" and "Revealed Comparative Advantage Index". For example, China's tourism trade in services doesn't have competitive advantage in European and American market; China's international market share of tourism trade in services is the middle-class rank and status, and there is a big gap compared with developed countries.In order to find out the reasons of the gap, the paper constructs the paradigm of factors on China's international competitiveness of tourism trade in services and indicates the five specific factors: tourism supply, demand from tourists, tourism environment, main body in tourism services, auxiliary and involved factors. The current situation and existing problems of these five major factors are mainly as follows: low levers of tourism resource development; obviously insufficient competitiveness of tourism-related industries (especially transportation and information industry); huge potential tourism demand market and low levels of demand; serious tourism environmental damage; low levels of tourism business management; the government's irregularities in the development of tourism.According to status and inherent relationship of the factors of China's international competitiveness of tourism trade in services, the paper design evaluation factors and set up an evaluation index system of international competitiveness of tourism trade in services. By Delphi method and Analytic Hierarchy Process, comprehensive evaluation values of international competitiveness of tourism trade in services of China and other powerful tourism countries are calculated to compare and evaluate among countries.For promoting China's international competitiveness of tourism trade in services, the paper provides some suggestions as follows: to develop tourism resources by the principle of protection, development and innovation; to stimulate domestic tourism demand and to open up overseas markets; to enhance tourism enterprises competitive advantage; to strengthen the building of supporting tourism industry and industrial chain; to fully play the supporting role of mediating factors on the tourism economy.