Study On The Development Mode Of Resorts In Suburbs

Chinese tourism industry has been positioned as a national strategic pillar industry with two decades of high-speed development. China’s per capita GDP has reached$4,000until the end of the "Eleventh Five-Year" period. The way of Chinese tourism and residential tourism consumption is changing from sightseeing to leisure rapidly. Suburban resorts are middling, non-distance leisure travel products. They can better meet such kind of demand.The Jinshahai Resort is an important tourism development Project of Yanfu county and Yancheng city. The article starts from the related concepts about tourist, suburban tourist, tourist resort and suburban tourist resort and analyzes the resort’s development model by using ReBAC, sustainable development, consumer behaviors, SWOT analysis, tourism and urban interaction theory. First the article analyzes the Jinshahai Resort’s particularity: Unique geological conditions, natural landscape, convenient traffic conditions and the rapid development of local tourism market. The article conducts a questionnaire survey for the potential customer markets of Jinshahai Resort, and determines Yanfu County and Yancheng City to its near-field markets, and analyzes the potential demand of local tourism market. At last the article analyzes the weaknesses, opportunities, threats and advantages of the project by the SWOT tool.Based on the above analysis on the characteristics and development of the Jinshahai Resort, the article determines the development positioning, image positioning and functions positioning of Jinshahai resort; the development strategies including concepts, ideas, strategies and modus operandi; the spatial layout of Jinshahai resort; the erection of the tourism product development guiding ideology. By the analysis of market survey data, developing core tourism products, making subdivision of the target source markets, and studying the marketing and promotion strategies. Security and development of the resort are guaranteed by organizational management, human resources, finance&investment, policy support, community involvement and environmental protection.Finally, the development model of Jinshahai resort is summarized:Positioning of vacation and leisure; according to local conditions to develop the tourism resources; combination of resort development and new urban area construction, the interactive development of tourism and urban; based on the in-depth analysis on the market demand, combined with the location, traffic, resource condition, making the market segmentation and positioning, product diversification, more forms to carry out the marketing; guided by the government, market-oriented operation, construction and operation by the enterprise, industrial linkage-development, protected by community participation.Jinshahai is a typical suburban resort. The article begins with the development model and tries to explore and enrich the theory of suburban vacation tourism, and provides some reference for other suburban resorts in China.