Research On The Industrial Tourism Upgrading Routes Of Yunfeng Liquor Group

Industrial tourism is a new type of tourism rising in recent years.It mainly provides tourists with the whole process of industrial production for them to visit and learn.It can satisfy tourists’ new psychology about industrial production process,factory style and features.Industrial tourism,as a new form of tourism,is deeply loved by tourists because it can not only improve the life quality,but also promote the high-quality development of local economy.Otherwise,liquor enterprises are relatively late in their attempts to industrial tourism,and have less integration of their own characteristics.However,liquor enterprises have the advantages of industrial tourism development,like the beautiful natural ecological environment,liquor culture,brewing techniques and historical precipitation.Based on the theory of Industry Convergence,the theory of experience economy and the theory of tourist satisfaction,this thesis conducts a research on the upgrading routes of Yunfeng Liquor Group industry tourism.First of all,based on a brief introduction of the general situation of Yunfeng Liquor Group and its tourism resource endowment,the thesis describes the current situation of industrial tourism of Yunfeng Liquor Group from four aspects: tourism products,tourism facilities,tourist services and market cultivation.Secondly,from the perspective of demanders,we collected the satisfaction data of tourists on Yunfeng Liquor Group industry tourism by means of questionnaires,and analyzed the problems existing in the development of Yunfeng Liquor Group industry tourism.Then,from the perspective of suppliers,we interviewed the executives of Yunfeng Liquor Group,and analyzed the constraints on the development of industrial tourism of Yunfeng Liquor Group.Finally,in view of the above development constraints,the upgrading routes of industrial tourism development of Yunfeng Liquor Group is formulated.Through the investigation on the current industrial tourism situation and tourist satisfaction of the liquor industry group,the problems in tourism products,tourism facilities,tourist services and market cultivation existing in the development of Yunfeng Liquor Group industry tourism are analyzed: the richness of tourism landscape is not enough,including the richness of landscape types and landscape content;Accommodation and catering conditions need to be improved,such as outdated facilities,insufficient reception capacity and poor sense of experience;Tourism products lay particular stress on sightseeing,pay no attention to leisure,and lack of holiday,entertainment and education attributes;The tourism facilities are not perfect enough,the infrastructure is old and lacks supporting facilities;The price setting is unreasonable,and the price of experience items,catering,accommodation and tourist souvenirs is on the high side;Service satisfaction is not high,service professionalism is not enough,and service problems are not fully resolved.Then,combined with the interview content of senior executives,it analyzes the restrictive factors of the development of Yunfeng liquor industry tourism: the product system is not comprehensive,the price system is unreasonable and the experience is not strong;Old infrastructure,unreasonable planning ideas and imperfect supporting facilities;Service standardization is not high,supervision is not strong enough and feedback information collection is not perfect;Unclear market segmentation,unbalanced market development and insufficient publicity and promotion.Finally,in view of the above development constraints,the promotion path of industrial tourism development of Yunfeng Liquor Group is formulated:establish a comprehensive product system and price system,and integrate experience into products;Strengthen the construction of infrastructure and supporting facilities and make rational planning;Improve service standards,strengthen supervision and establish a service information data platform;Subdivide the target market,develop the market in a balanced way and strengthen publicity and promotion.In order to ensure the effective implementation of the promotion path of Yunfeng liquor industry tourism,effective support from human resources,financial budget and market departments is essential.Based on the perspective of supply and demand,this thesis conducts an in-depth study on the wine industry tourism in Yunfeng,in order to promote the sustainable development of the wine industry tourism in Yunfeng.First of all,it not only analyzes the tourist satisfaction of industrial tourism of Yunfeng Liquor Group from the perspective of demand,but also analyzes the constraints of industrial tourism development of Yunfeng Liquor Group from the perspective of supply.Studying industrial tourism of Baijiu industry from a dual perspective is a relatively new perspective,which can provide research directions in the field of Baijiu industrial tourism research.Secondly,based on the actual situation of industrial tourism development of Yunfeng Liquor Group,guided by the theory of industrial integration,the theory of experience economy and the theory of tourist satisfaction,the paper discusses the upgrading path of industrial tourism of Yunfeng Liquor Group.