Analysis On International Competitiveness Of China’s Tourism Service Trade

The current world economic growth is relatively slow, the economic development in Europe influenced by the European debt crisis continues to decline, the United States have been unable to fully out of the subprime crisis, the rapid growth of emerging economies and developing countries slowed markedly, the overall world economy presents the pattern of "weak growth". In response to the pressure of economic growth, more and more countries will develop tourism service trade as national strategy.Tourism service trade as an important component of service trade, having played a key role in pulling economic growth, promoting the development of related industries, increasing the rate of employment. Since reform and opening-up, China’s tourism industry after more than30years of development, has become a strategic pillar industry to promote the development of our country’s economy. Overall, China’s tourism service trade forms into a large scale. In recent years, China’s outbound tourism is developing rapidly, consumption abroad totaled US$128.65billion in2013, which is about8times in2003. However, inbound tourism affected by the continued appreciation of the RMB,the decreased global economic and other factors, the development speed is slowing. Due to the imbalance in the development between outbound tourism and inbound tourism, tourism service trade appeared deficit since2009, and the deficit continues to expand, reached US$76.95billion in2013, even more than tourism service trade foreign exchange earnings. At the same time, China’s inbound tourism source market concentration degree is high, Hong Kong, Macao and Taiwan compatriots accounted for about80%. While outbound tourism destination present neighbor directivity, destinations are of similar culture and close distance.Although our country has been into the ranks of the world tourism power, but there is still a long way to be a strong tourism nation, in the international tourism platform can’t have strong voice. As a result, comparing the international competitiveness of China’s tourism trade in services with other countries, to learn more about our country’s position in the international tourism market, based on the advantages and disadvantages of tourism service trade to provide targeted suggestions, so as to indicate the direction for future development. In this paper, based on the research results of domestic and foreign scholars, the international competitiveness of tourism service trade in China are analyzed in detail, which can be divided into the following sections.Firstly, introduce the writing background and significance, explain the views of scholars at domestic and foreign, and then review the views.The second part explains the basic theory, mainly introduces the basic concept and basic theory.The third part is an overview of tourism service trade development. Firstly, introduce the world tourism sendee trade development status and future development trend, secondly introduce the characteristics of inbound tourism and outbound tourism in our country, finally through the calculation of tourism strength index, found that China is not of great tourism power in the present.In the fourth part, using international market share, trade competitiveness index, revealed comparative advantage index and revealed competitive advantage index to analyze China and other nine countries’international tourism service trade competitiveness. Analysis showed that except the international market share of China’s tourism service trade has displayed a certain competitiveness, the remained three indexes showing that our country tourism services trade international competitiveness is rather weak.After analyzing the international competitiveness of China’s tourism services trade, in the fifth part, using Porter’s diamond model to analyze the factors, and further understanding the advantages and disadvantages of production factors, demand conditions, related industries and support industries, corporate strategy and competitive, governmental action and the development of the opportunities in China’s tourism service trade.Finally, according to the analysis of the diamond model, putting forward specific proposals from government, industry and business point of view respectively. From the perspective of government, which included increasing the government propaganda, establishing national tourism image and an effective overseas promotion system, implementing diversity marketing strategy; actively promoting international development cooperation, to enhance the influence on the international tourism market; strengthening cooperation with other ministries, further deregulate the visa management policies, and actively promoting the process, such as tax-free. From the industry perspective, including the promotion of tourism industry convergence, accelerating the integration process of tourism service trade and finance, information and other modern service industry; relaxing industrial policy control, to create a relaxed atmosphere in the market; increasing human resource inputs, to implement people-oriented business philosophy. From the business perspective, emphasizing the brand, the emerging e-commerce; strengthening the construction of the enterprise network, learning foreign experience, making use of proxy system to accomplish network management; improving the structure of the tourism product, promoting emerging tourism modes, and gradually getting rid of tickets.