Tourism Resources Integration And Optimization In The Ouhai District Of Wenzhou City

With the rapid development of Chinese economy, Chinese made the success that attract worldwide attention, economy is ranked second in the world. Chinese vast territory and abundant resources, is rich in tourism resources. All regions of the domestic development of local actively use their own conditions of the tourism industry, the tourism industry has been so rapid development. Accelerating the optimization and integration of tourism resources, enhance the core competitiveness of the tourism resources is one of the core content of modern tourism development under the new situation, is the route one must take the transformation of the economic development process, improve the quality of development.Taking the Ouhai tourism resources integration as the core, development advantages, disadvantages, opportunities and threats of development of tourism resources in Ouhai, and a thorough and meticulous analysis by using SWTO analysis method, find out the reasons hindering the development of tourism in Ouhai, solutions and strategic approach and the corresponding. This paper through the literature resources law, questionnaire method, qualitative and quantitative analysis, to optimize the tourism resources in-depth study and integration, grasp the overall situation of Ouhai tourism resources, exploration strategy to promote the development of tourism in Ouhai, and provides some references for the comprehensive development of tourism industry in Ouhai. According to the order and internal relations, the results are as follows:First, sort out the basic situation of Ouhai tourism resources. Ouhai district is one of three districts of Wenzhou City, Ouhai most of the land area is mountainous and hilly, the landscape is very rich in tourism resources, tourism resources of Ouhai have the following characteristics: rich in tourism resources, a wide range, quantity, combination forms; a pleasant climate, forest coverage rate is high, water is rich in resources; has a long history, rich natural resources, cultural heritage. At the same time, questionnaire survey of Ouhai tourism resources, through the investigation:Ouhai beautiful environment, suitable for the development of tourism and leisure tourism projects; Ouhai tourism facilities imperfect, tourism planning is not reasonable, development intensity; Ouhai future tourism development direction is the leisure tourism, to create a complete, reasonable urban leisure industry chain.Secondly, were analyzed using SWOT analysis method to the Ouhai tourism resources integration and optimization of conditions. The development of Ouhai tourism advantages:the geographical position is superior, the ecological environment be richly endowed by nature, has a long history and culture, rich human resources, strong economic foundation, the investment potential; disadvantages:market atmosphere is not active, lack of coordination organization of tourism product development, single, the "low, small, scattered," famous degree not high, tourism culture is not strong; the opportunities are:strong tourism strategy goal for the development of tourism, the city space expanding opportunities for leisure travel, tourism consumption demand growth, ecological and cultural value appears gradually; threat:tourism product homogeneity, bull management which restricts the development of tourism, the development of tourism products are come from the surrounding area challenges, Wenzhou overall lack of competitiveness, restricted the development of tourism industry in Ouhai.Finally, according to the strategic route forward Ouhai tourism resources optimization and integration of tourism resources in Ouhai practice. The specific strategies are:taking government as the leading factor, based on Ouhai tourism resources, scientific development of tourism planning; the development of ecological leisure tour, the whole marketing of tourism resources, highlighting the festival exhibition brand marketing, promoting regional cooperation and joint marketing. Strengthening government leading tourism resource optimization and integration, the formation of tourism development ability; the establishment of tourism integration and optimization mechanism, give full play to the role of tourism industry organization, government investment and financing platform to deepen the tourism, tourism investment and financing system reform, the transformation of government functions, speed up the integration of tourist resources of talent cultivation. The reasonable and effective integration of natural and cultural resources; development of tourism industry chain, promoting the upgrading of traditional industries; to strengthen the tourism market, the development of key tourism projects as soon as possible. Improve the tourism in the region is the joint mechanism, realize the tourism scale effect; to strengthen regional cooperation in tourism, to create a win-win cooperation pattern; improve regional coordination mechanism, the establishment of benefit sharing mechanisms.