Research On Redevelopment Strategy Of Mount Ma Scenic Spot Based On Tourism Area Life Cycle

China’s economy is shifting from high speed to high quality development stage now.As a strategic pillar industry of the national economy,tourism industry needs to respond to the times and the trend,and vigorously develop quality tourism.As an important part of China’s tourism industry,the traditional mountain tourism scenic spot,after a high-speed development stage,can no longer meet the multi-level and diversified needs of people for leisure,vacation and entertainment.More and more scenic spots are showing signs of life cycle decline stages such as visitor volume stopping growth and economic benefits declining.Combined with the heavy impact of the three-year COVID-19 epidemic on tourism,some ordinary mountain tourism scenic spots have accelerated into decline and urgently need secondary development to achieve transformation and upgrading in order to improve the quality of supply and thus drive demand to better fulfillment.Mount Ma is a typical general traditional mountain scenic spot.It was officially opened in 2008 and was once a national 4A tourist area and one of the major tourist attractions in Linyi City’s Junan County.The development of Mount Ma was once in full swing.In 2015,Mount Ma quickly declined,intermittent operation.The scenic area was officially closed in 2019,and then the 4A scenic area was cancelled in 2021,and this situation continues to this day.The local government and tourism enterprises are urgently looking for a breakthrough in development.This paper takes redevelopment of Mount Ma as an opportunity to describe the evolution of its life cycle and analyze the main features based on the theory of Tourism Area Life Cycle and the research results of redevelopment of mountain scenic areas at home and abroad,and through field research to understand the current situation and development history of tourism resources of Mount Ma.Then,combining with the field research,the research is carried out through questionnaires to tourists in the scenic spots.using the rooted theory research method to conduct semi-structured interviews with leaders of local government and related departments,leaders of scenic spot operation enterprises,leaders of surrounding villages and villagers.The main problems faced by redevelopment of scenic spots from the perspective of stakeholders are underdeveloped tourism resources,weak links with the interests of local villages and villagers,the urgent need for improvement and upgrading of management and environmental protection factors forming resistance to development.Finally,in view of the main problems faced by redevelopment of Mount Ma scenic area,the four aspects of attractiveness,effect,demand and environment,which affect the life cycle of the tourist area,are considered,and redevelopment strategy of strengthening the government’s leadership and innovating the development model;developing tourism resources in depth and increasing effective supply;improving the management system and scientifically strengthening the management;improving ecological environmental protection and realizing green and low-carbon development;and building and sharing with villages and villagers to achieve common prosperity is proposed.Rdevelopment strategy is to share and realize common prosperity.It is hoped that through redevelopment,the new supply system of Mount Ma Scenic Area can be better constructed,and a new product can be introduced to the target consumer market,so that the area can enter a revival period and start a new cycle of life cycle,thus promoting its high-quality and sustainable development.