Analysis On Governmental Development Enhancement:An Empirical Evidence From Xishuangbanna Tourism Industry

The tourism industry is a characteristic advantage industry and pillar industry of xishuangbanna.Since the 1990 s,With the high attention of the State Committee and the state government,Xishuangbanna's tourism industry is developing rapidly,It has undergone a historic transformation from” Hospitality Oriented Tourism" to "the economic industry" and then to "the pillar type industry","Beautiful Xishuangbanna" has long enjoyed a reputation both at home and abroad.The supporting role of the tourism industry is becoming increasingly prominent.With the arrival of mass tourism era and the fierce competition of new tourism destinations.In the process of developing tourism,Xishuangbanna has to further emancipate its mind and renew its concepts so as to foster the pioneering and innovative consciousness that strive to catch up and overtake one another,Move forward,or youll fall behind,and Slow progress is also a retreat,in order to promote the healthy and rapid development of tourism industry.This article is based on the reality of tourism development in Xishuangbanna.through consulting literature materials,field visits and comparative analysis,find out that the achievements of tourism in Xishuangbanna are mainly due to the formulation of a number of tourism supporting policies by the Xishuangbanna government,which provides a policy guarantee for the orderly development of tourism industry,have further improved the industrial system based on tourism elements(Eating,lodging,traffic,touring,shopping and entertainment),and also carried out various forms of publicity and marketing,making Xishuangbanna's popularity and influence has been enhanced.However,due to the rise of tourism in neighboring provinces,cities and Southeast Asia countries,competition has intensified.There are also a series of problems in the development of tourism in Xishuangbanna,such as strong homogeneity of tourism products,unreasonable structure and irregular service,etc.There is still a big gap between tourists' expectations and tourists' satisfaction,hasn't been formed pattern of tourism development.With the coming of the "one belt and one road" construction and the era of mass tourism,new opportunities have been brought to the tourism development of Xishuangbanna.To realize the transformation and upgrading of tourism in Xishuangbanna,we can learn from the experience of developing tourism in Thailand,Korea,Guilin and Wuxi,We must comprehensively deepen the reform and resolutely remove all obstacles to the development of the tourism system,through institutional innovation,injected strong impetus to tourism transformation and upgrading,conformed to the development trend of modern tourism,highlight the characteristics of "heat,Dai,water and border" and the regional advantages in international tourism cooperation,Doing good job in tourism planning,and continuously enhance the core competitiveness of tourist routes.Identify the psychological needs of potential tourists,develop tourism marketing with high courage and high level.Only by carrying out all-round training for tourism practitioners and enhancing the soft power of tourism development can the healthy and sustainable development of tourism in Xishuangbanna be realized.