Study On The Development Strategy Of Xiangshawan Tourist Scenic Spot In Inner

Located in east end of Kubuqi Desert, Dalad Banner, Inner Mongolia, Whistling Dune Bay is the largest desert resort in China. It is one of the only two class 5A tourist resort in Inner Mongolia. The terrain of Whistling Dune Bay is characterized by crescent shaped dune chains or dune grids, in which the highest dune is 110 meters high with 45 degree slope. Such layout of dunes creates a gigantic resonance body in which sound created by sand movement oscillates and is amplified as a result. Whistling Dune Bay was named by such unique sound effects. Whistling Dune Bay was set up and developed as a tourist spot in 1984 and then classified as National tourist resort in 1991, and upgraded to 5 A resort in 2011. The scale and content of the resort kept growing after the reform in 1999 while the social, economic and cultural factors which affect the development of the resort also greatly changed. A long term goal and development strategy are the key to the future success of the resort in response to the chances and challenges on the way.The purpose of the thesis is investigating and proposing the approaches and strategies to promote the fame of Whistling Dune Bay resort with the goal of nationwide recognition. First, starting from the external development conditions consisting of local, provincial and national government policies, the thesis analyzes the existing difficulties and possible chances. Second, by studying the internal factors including development achievements, resources and inherent driving forces, the thesis derives the advantages and disadvantages of the current development strategy. By comparing and referencing the experiences of similar resorts and utilizing the theory and methods of business strategy, the thesis designs a new business strategy for the resort which will follow the new trend in the China tourism industry. Third, the thesis carefully investigates the actual conditions of the resort and proposes long term business plans, as well as practical and feasible short-term guide for the resort.