Fishing Village Tourism Product Upgrading And Transformation Of Rizhao City

The development of the Fishing Village Tourism started up a little later in Rizhao which entered in tourists mind in the full development stage of the rural tourism in China. However after more than10years of exploration and practice, with its reception capability of more than80000beds, Rizhao has become one of the largest reception centers of Fishing Village Tourism in China. Despite of the rapid scale expansion, the fishing Village Tourism faces up many obstacles which prevent it from sustainable development, namely, the incomplete internal structure caused by lower level of product series and layers, less key competitiveness due to lack of unique product and less attention to brand, thinner atmosphere of profound culture caused by negligence of cultural connotation, poor tourism planning and management and low personnel quality, less marketing competitiveness due to inflexible management model etc.In consideration of the development history of Fishing Village Tourism in Rizhao, the analysis of the advantages of tourist resources, structure of the tourist market and the analysis of the industry model, it is obvious there is great room for upgrade and transformation of the Fishing Village Tourism in Rizhao. With rapid expansion of the tourism scale in Rizhao, the Fishing Village Tourism should readapt itself to the up-to-date development of the industry in order to match up with the new image of Rizhao City as a resort and tourist destination by promoting Sunshine Fishing Villages with characteristics and adjusting the industry structure; greatly develop tourist culture in Rizhao by focusing on high quality Fishing Village Tourism with core tourist resources and brightening the cultural connotation of Fishing Village Tourism; pursue a sustainable development model by improving infrastructure of both the city and the Fishing Village Tourism; and search a new operational model of Fishing Village Tourism in order to reshape the image and adopt a new integrated strategy of promotion.In respect of the concrete strategy of the upgrade and transformation of the Fishing Village Tourism in Rizhao, a few suggestions as below:promoting "Sunshine Sea Town" brand and transforming the resort and tourist destination by improving Sunshine Fishing Village;enriching the cultural connotation of the product and perfecting the industry structure in order to upgrade the quality of Fishing Village Tourism; exploring a company+individual business operational model in order to seduce more entities to run Fishing Village Tourism business; andintegrating and adjusting the promotion strategy such as regional cooperative promotion, promotion during festivals/events and brand promotion in order to reshape the image of Fishing Village Tourism as a tourist destination and promote the brand.With guarantee and guide of the government policy, capital, management, making use of the brand new opportunity of the tourist industry in Rizhao, the Fishing Village Tourism may greatly develop and become one of the industry bases as a resort and tourist destination for Fishing Village Tourism well known both in China and overseas by taking full efforts to explore a new business model and an all-around marketing.