Research On The Implementation Of The Public Strategy For The Promotion Of Yangzhou’s Tourism Competitiveness

After 40 years of reform and opening-up,China’s economy has developed rapidly and the living standards of its people have improved considerably.As an important way for people to relax,tourism has become an important industry to support China’s economy and a pillar industry in China’s tertiary industry.Governments at all levels have promoted tourism to the strategic height of economic development,and promoting tourism development has become an important way to develop the economy.At the same time,the development of economy and the improvement of people’s living standards have promoted the increasingly vigorous demand for tourism,which has become a part of people’s living demand.Under the new normal of economic development,the development of tourism also presents a new development trend.The concept of "grand tourism"and all-region tourism has been proposed,and the transformation of tourism form from ordinary sightseeing to leisure vacation has also put forward new requirements for the development strategy of urban tourism.Yangzhou is an old tourist city with rich tourism resources,profound historical culture and beautiful urban environment,which provides a solid foundation for the development of tourism in yangzhou and enjoys unique advantages in tourism competition.Over the years,the municipal party committee and the municipal government have attached great importance to the improvement of the tourism competitiveness of yangzhou.However,under the influence of many factors such as the system,investment and operation mode,there are still some problems such as weak tourism management and weak tourism competitiveness.Based on the evaluation and analysis of yangzhou’s tourism competitiveness level and the actual situation,this paper conducts an in-depth study on the public strategy of yangzhou to improve tourism competitiveness in combination with porter’s competition theory,new public management and other theories.First of all,this paper reviews the domestic and foreign strategic management,tourism competitiveness research and main theories.Then,the paper mainly analyzes the implementation effect of yangzhou tourism competitiveness public strategy,evaluates the tourism competitiveness of yangzhou as a whole,and finds out the problems and causes in the implementation of the government’s public strategy through comparison and questionnaire survey.Finally,the author puts forward some countermeasures and Suggestions to improve the competitiveness of yangzhou tourism.The preliminary conclusion of this paper:in the context of the rapid development and transformation and upgrading of the tourism industry,it is necessary to clarify the strategic positioning of yangzhou tourism in the period of rapid development,to implement the specific strategies of human history strategy and traditional culture strategy,and to vigorously develop cultural experience,parent-child vacation,rural leisure and other industries.In accordance with the principle of "government guidance,enterprise promotion,tourists’ satisfaction and the participation of diverse subjects in society",we will focus on the theme of developing traditional culture and build a cluster area of traditional culture tourism.Through the adjustment of the concept and the optimization of the implementation measures of the strategy,we should improve the tourism policies and regulations,the innovation of tourism management,the construction of infrastructure,the improvement of public services,the optimization of tourism environment and the innovation of tourism products,and constantly improve the level of strategic management so as to enhance the competitiveness of yangzhou tourism.