| As tourism is the leading industry of Antu County, the local government advocates the working policy that the county should"base on industry and prosper in tourism", which makes tourism a leading role in the tertiary industry and a new economic developing point for pushing the tertiary industry so as to drive the regional comprehensive economy.In such a background, the Snow Mountain Lake Resort Plan was proposed. In the light of project management theory, the project aims to focus on business vacation and wetland relaxation based on the local cultural customs. The resort is expected to integrate wetland ecology, cultural experiences, business conferences with recreation facilities.According to strategic management, the project aims to make a provincial resort as a functional assistance for Mount Changbai tourism. More importantly, it's going to realize a regional comprehensive development dominated by the tourism economy and lead the local countryside, agriculture, and farmers to transform to the tourist industry.The project evaluation standard is established on the basis above. The standard is to evaluate whether a comfortable atmosphere is provided by the landscape planning so that the value of the region's economy, commerce, culture and ecology can be improved.To realize the project's orientation, through integrating varieties of basic conditions such as geographical locations, tourist resources, transportations, the aggregate market and government policies and so on, the SWOT analysis is employed to find out both the good and bad factors. Also it helps identify problems and seek solutions. Through the analysis of the internal conditions (SW) of the project, the strengths and weaknesses are clear-out.Strengths: (1)Mount Changbai tourist economic circle and the development of Shuangfeng Port offer great opportunity to develop cross-border tourism. (2)The excellent natural conditions such as abundant natural resources, rich geographical landscape and the proper site scale are the good basis of landscape planning. (3)The convenient transportation system, including the smooth outer traffic and the comparatively closed inner road network, is good for building high-end vacation environment. (4)Tianjin Dragon Capital Group along the course of the operation itself and the industry model can be effectively replicated in the mountain lake resort development, tourism truly stimulate social, ecological, economic and other comprehensive benefits.Weaknesses: (1)The economy and the tourist infrastructure are relatively backward. (2)The pay-back period will be prolonged due to the slow-rated return from investment and the long process to be accepted by the market. (3)Long process is needed to nurture the tourist market. (4)The long off-season is not good for the continuous operation of the tourist site.Through the analysis of the external conditions (OT) of the project, opportunities and threats in the development process are defined as follows.Opportunities:( 1)The location at Mount Changbai and Songhua River provides a great development opportunity. (2)The tourist mode is transiting from sightseeing to vacations, so the theme vacation touring project will have a great market potential and broad development space in China. (3)The increasing tourism scale at Mount Changbai guarantees the tourist source for the project. The tourists at Mount Changbai will become the major customers for the project and spur the new growing point. (4)The local government attaches great importance to tourism. With the support in policy and funding, the project is to be promoted in an all around way.Threats: (1)With the medium and high-end vacation tourism springing, the project inevitably will face great challenges from the similar tourist sites across the nation. (2)As the project is focused on economic growth, natural environment protection is neglected. The environment will be worse due to the lack of the awareness to the natural ecology.With all the factors taken into consideration, the internal and external factors as well as their interrelations are analyzed according to the SWOT matrix constitution i.e. SO matrix, WO matrix, ST matrix, and WT matrix. Therefore, four modes are formulated which is beneficial to make a scientific and reasonable coping strategy.Strength-Opportunity Strategy: exhibit strengths and take opportunities.The tourist site integrating business conferences and vacation is to be built up by taking good advantage of the special lake scenery.Weakness-Opportunity Strategy: take opportunities and overcome weaknesses.Achieve the interactive influence with the tourists at Mount Changbai. Strengthen the marketing measures and improve the capacity of the tourist source.Strength-Threat Strategy: utilize strengths and avoid threats.With the abundant natural resources and derived products, the space for developing tourism is great. Also, convenient transportation, valuable backing brands, and distinctive characteristics make it much more appealing.Weakness-Threat Strategy: overcome weaknesses and avoid threats. Tourism requires a huge investment with a long pay-back period. Also it is market-oriented. In such a fiercely competitive market, the process of nurturing a market is very complicated. Therefore, it is necessary to adjust the market strategies without delay by actively adapting to the market needs, and to set up a risk control mechanism by fully considering the risks, and to build up a reasonable development-operation mechanism and a customer-oriented service system in accord with the project resources and relevant policies.Based on the analysis above, strategic positioning and development goals of the project are clearly defined. Besides, three major development strategies are made, i.e. ecological restoration, interactive influence of internal and external factors, and industrial interaction. According to the SWOT analysis, requirements of the strategic positioning and development goals of the project, a set of strategies about landscape planning and product development is clearly made so as to build a representative tourism economical area and tourist-characteristic small town, reflecting the comprehensive social benefits that tourism brings back to the town construction.Landscape planning:Based on the excellent lake resources, first develop the water tourism project to form the core attraction. Meanwhile, the pattern of"waterways leading, two poles following"can be shaped by Golden Waterway. On the basis of resources in hand, Redstone Village and Xiaoshahe Village can be exploited as a whole. By doing this, the environment and existing industries can be greatly improved to support the diverse development of the tourist site.Product development:Factors are to be considered: the resource endowment of the project, the good transition of lakes and their surroundings, construction conditions of the available circum-lands and the ownership changes, the reconstruction of present villages and their configurations. From the angle of resource integration, characteristics complementation and the supplementary development of Mount Changbai, six major tourist products come into being, that is, business conferences, wetland parks, country experiences, sightseeing agriculture, ice-snow entertainment and lakeside vacation.With cultures as soul, natural resources as carrier, and the"dragon"culture of Mount Changbai as clue, many important resources, such as forests, lakes, wetlands, springs, ice and snow, can be integrated organically, from which the regional characteristics can be extracted. By building a blending space of natural environment and human landscape, and combining constructions and landscape planning with the terrain, a beautiful skyline is constructed. By creating landmarks, the image and brand of the tourist site is achieved. And by equipping tourist service facilities, the humanistic concern in the tourist site is reflected. All in all, the three levels of landscape, ecology and technology about constructions are focused in order to build the industry with unique characteristics. |
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