Zhenjiang City Tourism Development A Key Strategy For Research

Zhenjiang has unique tourist resources, however, on term of reception number, tour revenue, or city fame, it is far behind such tour cities as Nanjing, Wuxi and Suzhou and so on. Zhenjiang is a warm-point region of East China tour line. Faced with increasingly fierce market competition, how to expand the tourism market share of Zhenjiang and to improve its city fame, has been an urgent problem to solve for Zhenjiang tourism development. From the perspective of tourist satisfaction, the thesis takes tourism industry in Zhenjiang as study object. Through analyze Zhenjiang tourist satisfaction to seek for place where Zhenjiang tourism needs to improve, in order to provide the idea and methods for the development of Zhenjiang tourism.Based on the study of Zhenjiang tourism resources and tourism present development situation, pointed out that Zhenjiang has rich tourism resources and the tourism has made certain progress. But its tourism resources lack absolute advantage, the scenic area construction and tourism product development exist flaw; Through the SWOT analysis of tourism in Zhenjiang, pointed out that Zhenjiang tourism development is the superiority and the inferiority with, the opportunity and the threat coexisting. Combined with the development trend of Chinese tourism industry has further analysis to Zhenjiang tourism itself the superiority and the inferiority, the opportunity and the external threat faces, proposed the need to conduct the research to Zhenjiang tourist satisfaction. Constructed the tourist satisfaction evaluation index system, provides the questionnaire to tourist; With the SPSS software processed the primary data which obtains from the questionnaire. Through statistical analysis showed that: tourist satisfaction to Zhenjiang is not high about the development of scenic area characteristic, reasonably priced, infrastructure improvement, tourism commodity development and so on, these are urgently needed to improve and enhance. Finally, according to the SWOT conclusion analysis and tourist satisfaction situation, proposed Zhenjiang tourism key development strategies and safeguard measures.