Study On The Characteristics And Expansion Strategies Of The Regional Tourism Market In Pengze County

With the introduction of relevant policies to transform the mode of economic growth in China,the county tourism has won the development opportunity under the situation that agricultural and rural development urgently needs to adjust the industrial structure and find new economic growth points.Tourism has played an important role in promoting the upgrading and transformation of industrial structure,developing and utilizing rural resources and narrowing the gap between urban and rural areas.In October 2017,the development and reform commission of jiangxi province and other 14 departments formulated the "implementation plan for promoting the development,quality and upgrading of rural tourism",which depicts a new picture of beautiful villages in the new era of jiangxi.The plan proposes that by 2020,the number of rural tourists will reach 440 million,and the tourism revenue will reach more than 500 billion yuan.In recent years,region-wide tourism has become a hot word in the domestic tourism industry.To practice region-wide tourism is the new positioning and opportunity of the tourism development strategy in the new era,and it is also a significant change.In 2018,the state council issued the guideline on promoting the development of region-wide tourism,which makes important arrangements for comprehensively promoting the development of region-wide tourism.Global tourism concept,practice on thought to tourism destination as a whole to plan,emphasizes the advantage of tourism destination industry is tourism,accurate positioning,and strengthen the 123 industry integration,deepening promote infrastructure construction,tourism destination marketing,strive to build global tourism industry to meet the requirements of times development,in order to better help the local economic and social development,improve people's living standards,to meet visitors growing product demand.This paper takes pengze county of jiangxi province as the research object to study the relevant characteristics and development strategies of the regional tourism market of pengze county.The study of market characteristics mainly includes three aspects: the overall characteristics,demographic characteristics and behavioral characteristics of the whole tourism market.The overall characteristics are mainly reflected in the huge development potential of the county tourism market at present,family travel as the main way,most of the scenic spots are mainly self-driving travel,large space for tourists to improve their consumption level,popular characteristic tourism,leisure vacation as the main purpose of tourists,etc.The demographic characteristics are mainly reflected in the balanced gender ratio of tourists,the majority of young and middle-aged tourists,the majority of college education,and the per capita monthly income of 2000-5000 yuan.Behavioral characteristics are mainly reflected in the high demand of tourists for tourism,the overall perception and impression of scenic spots still need to be improved,the frequent travel with family members on weekends,the short-distance trains and private cars as the main transportation tools,the travel motivation is mainly leisure and relaxation,rural cuisine,not high willingness to revisit.The research on the development strategy of the tourism market in the whole region is mainly discussed from six aspects,including the market development orientation,the innovation development environment,the compilation development plan,the consummation tourism product type development,the attention to the different source market development and the scientific application marketing combination strategy.