Study On The Transformation And Upgrading Of Zhejiang Travel Industry

Industrial transformation and upgrading is a hot research topic in theoretical circles in recent years.Facing the severe test of the macroeconomic environment at home and abroad,Zhejiang tourism industry urgently needs to changing the mode of tourism economic growth and promote the tourism industry transformation and upgrading. With the era of knowledge economy and creative economy, as the leading industry of tourism industry, transformation and upgrading of travel industry is also imperative.Since the reform and opening up, no matter the industry size and market efficiency, travel industry of Zhejiang Province has made significant progress.Through the marketization operating,it has accumulated a lot of valuable business awareness and management experience.But as a whole, Zhejiang travel industry is still at a low level operation state, which mainly performance in the following four areas: firstly,tourist product of sightseeing is still dominant on the tourism market;secondly,travel agents lack of product innovation,the homogenization problems of products and services are serious;thirdly,travel industry didn't give attention to the development of the online travel agents, their business model is dogmatic;fourthly, the gradual loss of central position in tourism industry makes travel industry a marginalized status.The existence of these problems has seriously hindered the development of Zhejiang travel industry, forcing it must speed up to change the mode of development and upgrade the level of travel industry.However, for more than 30 years, Zhejiang travel industry has been unable to achieve the transformation and upgrading.the main reasons are as followings:management system of travel industry is incomplete, lacking the power to transformate and upgrade; there is path-dependence on traditional markets, lacking effective institutional arrangements; the process of informatization is slow, lacking technical support for transformation and upgrading; the creatives are in shortage, lacking intellectual support for transformation and upgrading.Now, with economic and social transition of Zhejiang stepping into a critical period, the tourism industry booming, there are many favorable conditions and opportunities for the transformation and upgrading of Zhejiang travel industry.Therefore, this paper, taking the fast-developing creative economy as the background and using the innovation theory, creative economic theory, new institutional economics and other related theory, researches on the mechanism, power and path. of transformation and upgrading of Zhejiang travel industry. Based on the analysis of Zhejiang travel industry and the research on the mechanism of transformation and upgrading, the paper includes that cultural promotion, institutional innovation, technology-driven are three major driving forces to promote transformation and upgrading of Zhejiang travel industry, then it puts forward specific path for transformation and upgrade to To provides some countermeasures.in order to achieve the transformation and upgrading of Zhejiang travel industry.